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Dealership goes for six-star prestige

Doncaster BMW Managing Director Ingo Reisch says the six-star features will resonate with prestige customers

Doncaster BMW has lifted the luxury bar to record levels in expanding its showroom and facilities.

Customers will get top-shelf treatment with an executive observation deck offering 360-degree views over the Macedon Ranges, Dandenongs, Melbourne’s city skyline and the airport – a wine cellar, café and lifestyle shop. Even the staff get al-fresco dining.

It sounds like a six-star resort, but it’s Doncaster BMW’s design for offering a first-class experience from start to finish.

Opening mid-year, the $30 million worth of new and upgraded developments will include a 60-vehicle showroom over two floors – and the largest demo fleet of any metro BMW dealer – a 26-bay service centre and 200-vehicle car park.

The new vehicle space will include a dedicated Premium Selection showroom, a Mini Garage and an outlet for BMW’s two-wheeled Motorrad range, all with the latest BMW Ci.

Behind the scenes are three boardrooms and two elevators – one for people and the other for pampered vehicles – and a whole lot more, with attention paid to every tiny detail.


“Building works on a developed site are always far more difficult and we decided to bite the bullet once instead of doing things half hearted,” Doncaster BMW Managing Director Ingo Reisch said. “We also believe that offering choice coupled with a stunning facility will further complement the BMW and MINI brands.”

Mr Reisch said the overall plan was sparked first by concepts of the kind of facilities and services the dealership wants to offer. “First came our focus on service and customer experience – and these were then developed further with the design and feel, which is partly linked to BMW Corporate Identity Guidelines and partly our own ideas,” he said.


“Some of the highlights that will really resonate with our customers will be the choice of cars displayed and available, and the size and speed of the service centre and parts department. But we’re confident that the kind of person who enjoys the BMW brand will also enjoy our hospitality areas and all the special touches we are including in the overall experience.”

Mr Reisch said those special touches included cedar racking in the wine cellar, which has a glass frontage into the showroom, but concrete for other walls and ceiling to more tightly control the temperature.


“Many customers provide us with a special bottle of wine with their business card attached, which we store in our cellar. In addition, we will be storing premium wines for functions and customer entertainment,” he said.

“We are looking at lifting the customer experience in every way possible – there will be free vehicle valet, the use of a Service Demo vehicle (a great way of teasing our service clients with the newest BMW offerings) and of course the fact that we have a very qualified team dealing with our clients and their vehicles is most important.

“But we are even extending the upgrade to the tiniest details such as our in-house café, pastries – and possibly limited bar service after a certain hour.” Mr Reisch said that while the new development would follow the already very detailed BMW Ci fitout guidelines, Doncaster had added their own touches. 


“We will be the first BMW dealership to introduce warmer elements into the showroom in form of timber for floor areas, staircases and sales desks. And our Finance and Insurance lounge will be something very special, spoiling our clients with top end luxury in both hospitality as well as the ambience.”

“We believe that other dealers reducing their facility investments, which makes sense for low end product, but not for luxury brands such as BMW. Consumers should get the opportunity to feel and touch our product in the right environment.”