BMW has opened its first ever Brand Store in Paris. The 800sqm luxury shop, located on the Avenue George V, one of the most luxurious areas of the capital, represents the beginning of a new generation of BMW brand stores and the marques 'Future Retail' project. At the grand opening, Ian Robertson, Member of the Board of Management of BMW AG, Sales and Marketing BMW said: "As part of our corporate Strategy Number ONE, we critically reviewed our processes and customer feedback.

We will now build upon our strengths and implement a comprehensive program named Future Retail. This will entail a whole range of initiatives and tools designed to enhance the customer experience and to set new standards for retail in the automotive industry and beyond." As part of the new sales and advertising initiative, customers will get to enjoy an enhanced retail experience with more appealing showrooms such as virtual product presentations that are already in place at BMW's Munich and Zurich branches and at one of the MINI branches in London.

Dealers will soon also benefit from a Product Genius to better support customers with in-depth product knowledge and give them the chance to configure products according to their needs.