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Doitch Motors opens BMW Hannam showroom... applying open showroom concept

techBy AutoHive Staff

BMW's official dealer, Deutsche Motors (CEO Kwon Hyuk-min), has announced the relocation of the BMW Hannam showroom to Itaewon-ro, Yongsan-gu, Seoul, and its grand reopening.

Deutsche Motors aims to expand customer touchpoints through its new showroom, located in a key commercial area encompassing Hannam-dong and Itaewon. In particular, the company plans to offer a young and sophisticated brand experience by applying an open showroom concept that differentiates it from existing dealerships.

The Itaewon-ro area, where the showroom is situated, is a representative lifestyle hub in Seoul, densely populated with trend-driven brands in fashion, culture, and F&B. It attracts a steady influx of younger and trend-conscious consumers. Leveraging these regional characteristics, Deutsche Motors intends to operate the BMW Hannam showroom as a space where customers can experience the brand's values and premium sensibility.

The BMW Hannam showroom spans one above-ground floor and two basement levels, with a total floor area of 419.37㎡ (approximately 126.9 pyeong). It currently displays four vehicles and incorporates BMW Group's latest showroom concept, 'Retail Next', allowing customers to view the cars in a relaxed environment.

A dedicated 'Handover Zone' has been set up on the first basement level for customers collecting new vehicles, designed to enhance the customer experience during the vehicle delivery process. The showroom's open-plan layout ensures that customers can comfortably browse BMW vehicles and receive consultations.

In addition to displaying BMW vehicles, the showroom also features exhibition and sales spaces for BMW Lifestyle and Collection merchandise, enabling customers to experience the brand's ethos and lifestyle beyond just vehicle sales.

Furthermore, its location near Hangangjin Station and Itaewon Station offers excellent public transport accessibility, making it convenient for visitors. Nearby, the Namsan Circular Road provides a test drive course where customers can experience BMW's signature driving dynamics and the joy of driving.

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