BMW Group India has further expanded its Retail.NEXT format in Delhi NCR, unveiling upgraded showrooms in collaboration with long-time partners Deutsche Motoren and Infinity Cars. With facilities now operational in Mohan Cooperative and Rajouri Garden, this move signals BMW’s growing emphasis on transforming luxury automotive retail into an immersive and personalised experience. The format focuses heavily on architectural refinement, customer flow, and integrated digital tools, reflecting a wider industry shift towards experiential retail.
Retail.NEXT, already implemented in other markets, is designed to eliminate physical and transactional barriers between dealership staff and customers. Visitors are guided along a central walkway flanked by display vehicles, lounges, and digital consultation points. Gone are the traditional reception counters; in their place are informal welcome stands, multifunction counters, and lounge-style seating meant to offer a living room feel. BMW insists this format brings its brand closer to customers, but in a market where luxury vehicle prices start at approximately INR 43 lakh and can exceed INR 2 crore for high-performance and electric models, the benefits of such customer-centric designs reach only a small fraction of the motoring public.
Deutsche Motoren’s new showroom spans 8,600 sq ft and can display nine BMW models across two levels. The space is equipped with EV fast-charging stations, customer lounges, and digital tools to assist with configuration and after-sales queries. Meanwhile, Infinity Cars has opened its facility across 6,490 sq ft, with space for five new BMW models and four vehicles under the BMW Premium Selection (BPS) certified pre-owned banner. Both outlets also support BMW Motorrad motorcycles and MINI cars under a unified format, enhancing operational efficiency without diluting brand identity.
The initiative is part of BMW’s wider push to strengthen its position in India’s premium automotive market, where it competes directly with rivals such as Mercedes-Benz and Audi. Vikram Pawah, President and CEO, BMW Group India, described the launch as a strategic leap in retail design, highlighting its ability to blend digital integration with physical comfort. While the description captures a shift in retail expectations among luxury buyers, it also reflects BMW’s cautious focus on high-margin urban centres like Delhi and Mumbai, where disposable incomes and brand familiarity are concentrated.
The design does offer some practical advantages. Dedicated consultation lounges offer privacy during financing or aftersales discussions, while the test drive and handover areas have been repurposed into relaxed spaces to enhance delivery experiences. The placement of accessories and lifestyle products near the central hospitality zone encourages additional purchases in a subtle but effective manner. Sales staff use tablets and digital tools to offer on-the-spot product configuration and vehicle demonstrations. It is a calculated effort to replace the traditional dealership pitch with a curated, brand-consistent interaction.
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