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BMW opens a luxury brand store on Avenue George V in Paris

by Jonathon Ramsey (RSS feed) on May 30th, 2012 at 7:59AM

BMW has opened a new "Brand Store" on Avenue George V in Paris, not just as a way to initiate tony walking traffic into the brand, but as a salvo in a "comprehensive programme" of luxury retail warfare. Said company CEO Ian Robertson, "We aim to be the benchmark in automotive retail." The 800-square-meter (8,611 square feet) showcase "marks the launch of a new generation of BMW brand stores," part of a rather ominous and clandestine-sounding pair of initiatives called "Future Retail" and "Strategy Number ONE." Boiled down for laymen, the aim is obviously to get more people in BMWs by... Read More

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