With an innovative open design, focus on digitalisation, sustainability, and personalised attention, the new branch in Viña del Mar redefines the concept of an automotive showroom for the BMW Group, integrating the BMW, MINI, and BMW Motorrad brands into a unique customer-centred experience.
- Customer-centred space design.
- Digitalisation of sales and service processes.
- A new dynamic for the advisor's role, with a more human and approachable focus.
- Process improvement, offering faster, more convenient, and efficient service.
- Open showroom, without divisions, allowing free movement.
- Multifunctional welcome counter, located at the store entrance.
- Delivery room, where customers comfortably receive and personalise their vehicles.
- Coworking spaces shared between advisors and customers.
- Bar and lounge, waiting areas with coffee and sustainable furniture for a comfortable stay.
- BMW stands out for its design, elegance, and functionality. Its main display features a circular lighting system that highlights the flagship vehicle.
- MINI reflects the brand's youthful and urban spirit, with cosy and modern spaces.
- BMW Motorrad showcases motorcycles and rider equipment in an environment that invites conversation and connection.
- The area dedicated to electromobility allows visitors to explore the latest innovations in the Group's electric vehicles.
- The delivery room is designed as a multifunctional space for personalised deliveries, events, and training sessions.
- Finally, the basement is exclusively dedicated to lifestyle collections from all the Group's brands.
The BMW Group, distributed by Inchcape in Chile, proudly announces the reopening of its branch in the Fifth Region, the third in the country to implement the revolutionary Retail Next concept, a global initiative that transforms the automotive purchasing and service experience. This new location not only marks a milestone for the brand in Chile but also positions itself among the most modern of the Group worldwide.
With the slogan “Welcome to a new experience,” the new space offers a different way to experience automotive luxury: closer, more modern, digital, and personalised. Everything has been designed to place the customer at the centre of the experience, integrating technology, sustainability, and a new focus on service.
“Retail Next is not just a new store concept; it is a complete transformation in how we engage with our customers. We want every visit to be a premium, close, and personalised experience, where design, technology, and service work together to surprise and connect with people,” stated Maria Jose Saez Hechtle, Marketing & Customer Experiences Manager for the BMW Group.
Retail Next: the future of automotive retail
This new format is based on four fundamental pillars:
All materials used in the construction and furnishings were selected based on sustainability and local production criteria, aligned with the BMW Group's environmental commitments.
A barrier-free showroom: design and functionality in one space
With 420 m² of constructed space, this branch brings together the BMW, MINI, and BMW Motorrad brands, along with their respective sub-brands, in one location. The new design eliminates walls and compartments, allowing for a seamless view of the entire store and fostering a more natural interaction between the customer, product, and sales advisor.
Its main features include:
Additionally, it includes areas dedicated to lifestyle products and accessories, displayed on floating shelves, cubes, and specially designed platforms.
An integrated offering
The new Retail Next branch in Viña del Mar redefines the way to connect with premium mobility. More than just a place to purchase a car, it is a space to experience a comprehensive offering, where every visit is personalised and memorable.
With this new opening, the BMW Group strengthens its presence in the region and reinforces its commitment to excellence, innovation, and closeness to its customers.
Additionally, the BMW Group has a Post-Sales Service Workshop in the Fifth Region, located at Av. 5 Oriente 825, Viña del Mar.