When BMW recently opened a store on Paris' Avenue George V, that was first and foremost a retail play that offers interaction with its cars. Audi has just opened Audi City, a metropolis cyberstore in London, and gone the other way: this is where you go to buy a car as if you were shopping in a Regent Street or Saville Row boutique, with some retail bits thrown in.
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."
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