BMW Group India has opened a new Retail.NEXT showroom by Deutsche Motoren in Central Delhi. The facility, located at Plot No. B-5/7, Safdarjung Enclave, Africa Avenue Road, was announced on March 11, 2025.
The showroom implements BMW's Retail.NEXT concept, which aims to redefine the automotive retail experience through modern architecture, appealing design, and digital integration. The 5,835 sq.ft. facility showcases six BMW vehicles from the BMW M, BMW i, and core BMW portfolio.
Mr. Vikram Pawah, President and Chief Executive Officer of BMW Group India, described the new showroom as "a pivotal step" in the company's vision for luxury automotive retail in India. He emphasized how the concept integrates digital engagement with sophisticated physical space to create a more immersive and customer-centric dealership experience.
The dealership is headed by Mr. Yadur Kapur, Dealer Principal of Deutsche Motoren, which represents BMW Group India with a total of six sales and three service facilities across Delhi and Bengaluru.
The Retail.NEXT showroom features several specialized areas including a vehicle handover lounge, lifestyle and accessories zone, and customer interaction lounge. The layout incorporates open spaces with minimalist design elements and integrated digital interfaces throughout the facility.
Customer Consultation Stages are strategically positioned across the showroom, while Personal Service Advisors and BMW Geniuses are equipped with digital sales tools to provide comprehensive product information. The showroom also offers BMW BEVScope, an interactive digital tool focused on electric vehicle ownership.
BMW Group has been expanding its presence in the Indian luxury automotive sector since entering the market in 2007. The company sells a range of premium vehicles in India, competing with other luxury brands like Mercedes-Benz, Audi, and Jaguar Land Rover in what remains a small but growing segment of the overall Indian automotive market.