On 19 April, the new headquarters of BMW Motorrad Rome was opened following extensive renovations to make it the largest dealership in the world currently selling BMW motorcycles and scooters.
After three months of remodelling and enlarging the premises, the 3,700 square metres dealership on the Capital city’s Via Prenestina opened its doors to the public and will proudly host the two motorcycle brands of the BMW Group: BMW Motorrad and Husqvarna Motorcycles.
The new site has been designed with the latest BMW Motorrad Corporate Identity to ensure riders can enjoy a true BMW experience, receive the best and fastest service for their bike or scooter, as well as becoming a meeting point for many motorcyclists in Rome.
With more than double the previous floorspace, the two-level dealership has much to offer existing and prospective customers. The huge 800 square metres ground floor sales area features all the current models in the BMW and Husqvarna range, while a 500 square metres ‘Delivery’ area accompanies a 1,430 square metres ‘Service’ area, offering 26 workshop service stations – more than twice its former capacity.
With a focus on quick and efficient motorcycle servicing, the workshops have been divided into two broad areas. The main area of the workshop is in constant activity, while a second, smaller area can be adapted to deal with varying demand for certain seasonal requirements, for example the New Season Start and preparation for the summer months.
With its active ‘Fastlane’ servicing that is being piloted at the flagship dealer, riders who visit BMW Motorrad Rome are able to book their bikes in for maintenance checks throughout the working week, including Saturday mornings. Thanks to an efficient planning system, customers are able to have their BMWs returned after just two hours, leaving them free to browse the showroom and chat with other motorcyclists, or enjoy a coffee and Wi-Fi internet access in the dealership’s ‘Bikers meet’ waiting area. This ‘Fastlane’ service system is expected to be implemented throughout the entire BMW Motorrad Italy dealer network.
The ground floor also features an extensive boutique clothing showroom where the latest motorcycle and leisure clothing collections from BMW Motorrad and Husqvarna can be browsed in luxurious surroundings. Here is also where customers will find a wide range of motorcycle accessories and equipment. The first floor features a separate 800 square metres area where a wide choice of motorcycles of all brands can be found.
A grand opening ceremony included speeches by Head of BMW Motorrad Hendrik von Kuenheim, President of BMW Group Italia Franz Jung and special stunt shows by Chris Pfeiffer, who managed to entertain the crowds with a thrilling display of trickery on his F 800 R, despite the wet conditions.