Starting in October, about 170 vehicles a day will be delivered to the cathedral-like showroom at BMW Welt (BMW World, in English). Rather than picking up a new car at a local dealership, drivers who pay a little extra for the privilege come here to receive delivery of their vehicles, finding them bathed in a spotlight and rotating on a turntable.
Even in a country famous for its worship of the automobile, rarely has so elegant a form been harnessed to so mundane a function. “Our dealers are like local churches, while BMW Welt is St. Peter’s Cathedral,” said Michael Ganal, BMW’s director of marketing.
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