As my dream of owning a BMW dealership expanded, I began creating a thought catalog of how I’d make buying and owning a quality vehicle even better.
While the sky’s the limit, these five ideas could add quality and results, making driving one of the world’s best performance cars an even better experience.
1. Host Client Events
There’s a reason it’s called a BMW club — owners want to feel like they belong to something exclusive. After all, a new Bimmer is an investment, so you should give people their money’s worth. A dealership that regularly hosts client events will win loyalty and continue to build a lasting relationship where their clients recommend them to new buyers.
Some event ideas include:
- A race day for “fastest foot” drivers to let them enjoy the power of their vehicles on a raceway-style course. For safety, it could be a limited field with one or two people at a time, racing against the clock. This idea is also a fantastic way to expand the dealership’s family by showing prospective buyers how much fun it is to own a powerful BMW.
- A monthly free members-only luxury car wash using filtered water — because no proud auto owner wants hard water spots and those mineral circles marring their Bimmer’s glossy exterior. Use high-gloss shampoo to detail your clients’ vehicles for a new-car feel that will remind them why they bought from you in the first place, and they’ll buy again and recommend you on social media.
2. Improve Cybersecurity
Client information is a security priority, and cyberattacks are on the rise. June 2024’s cyberattack that targeted 15,000 U.S. auto dealerships is evidence of why I’d beef up my dream franchise’s security protocols.
Installing next-generation firewalls and advanced ingress detection measures will keep me and my clients safe from thieves who are after everything — including vehicle remote codes and client addresses.
3. Implement Access Control
When your beloved auto baby needs to stay overnight at the dealership, you want to know it’s secure and no strangers can walk in and drive out with your dreams. Physical access control methods like key card entries, perimeter fences and patrolled gates are must-haves in today’s world, where thieves and criminals are brazen enough to seize any opportunities.
With 93% of businesses using physical access control as part of their broader security and risk management plans approving of it, how can your dealership go without it? Clients will feel reassured when they know you take vehicle security as seriously as they do.
Luxury vehicles and their parts will always be juicy targets for criminals, and it’s vital for your dealership’s success to secure them against theft with strict records, restricted access and thorough background checks on all employees.
4. Advanced Tracking
Law enforcement can find vehicles with tracking devices more quickly — and hopefully, before they hit a “chop shop” — so offering to install a tracking system in older vehicles that didn’t come standard with it is another winning idea. Additionally, you can use real-time tracking technology to assure clients their new cars and replacement parts are on the way.
5. Continuous Staff Training
People shopping for a new vehicle usually have a mile-long list of questions. If they can’t get the knowledgeable answers they’re looking for, they’ll almost certainly leave as disgruntled would-be customers, costing you a sale.
My Bimmer showroom will only have the best-trained, most courteous staff, who are up to date on the latest BMW technology and thoroughly understand the psychology of sales. While they should be familiar with the ins and outs of all BMW models, they must also know what makes their clients tick.
Opening the Doors on a Dream Dealership
I’m an avid BMW owner, and I know what makes me love this unique relationship. My ideal dealership will offer top-of-the-line security, expert staff, high-tech access control and fun events to foster family connections. It’s what owning a Bimmer is all about!