Munich's BMW Welt Showcases The BMW Group

By Henny Hemmes
Senior European Editor
The Auto Channel

MUNICH, Germany. October 19, 2012. Two days ago, BMW Welt celebrated its fifth birthday with an extension of exhibits in the futuristic building. From now on, alongside the BMW cars and motorcycles the other brands of the Group are presented as well. Visitors will find Mini, Rolls-Royce and Husqvarna Motorcycles and the sub brands BMW i, BMW M and Mini John Cooper Works on display.

Ian Robertson, board member for sales and marketing said to be very happy that the BMW Group now offers an overall brand experience, which include corporate issues such as employment and the use of sustainable materials, exhibited in the so-called double cone part of the building.

Exposition space has been created by relocating some of the themes, as well as moving the store to the center of the building.

“The more prominent location of the store has immediately proven to be fruitful,” Robinson said, “since its reopening, two weeks ago, sales have doubled.” Brand connected items have always been popular and the addition of the Mini goods will undoubtedly add to even more turnover. For example, some 60,000 people from all over the world have bought the Mini-mascot Spike.

When we make a quick count, the plush bulldog must have already generated a turn over of 1.5 million euro!

During the media presentation on the 17th, we witnessed a demonstration of a Patrick Leuchte, who steered his Husqvarna off-road bike up and down the stairs. Visitors can see the ‘stair-climb’ twice a day, each day of the week.

Since its opening, BMW Welt has offered changing exhibitions, as well as ‘European delivery’ for BMW cars, a look behind the scenes of the delivery center and factory tours. At the time, BMW said to expect some 800,000 visitors per year, but last summer the 10th million visitor was welcomed, meaning that each year around 2,2 million people have walked through the doors of Welt, making it the most popular tourist attraction in Bavaria. Mostly Germans visit BMW Welt (59 per cent); in their wake Americans (13 %) and Brits (8 %).

In total 18 thousand BMW customers traveled to Welt for the delivery of their car, of whom 2,000 American customers. They flew to Munich and combined the delivery with a vacation in Europe. After returning the car to Welt, it is transported via the German port of Bremen to the port and the desired dealer in the customer’s country. Lufthansa offers special rates for this program.

But there is much more, such as conferences, music festivals, jazz concerts and birthday parties. Spokesman Bill McAndrews said that there have been five proposals: “In all cases the answer was ‘yes’, but there has not been a wedding ceremony yet. However, there were 30 engagement parties.”

In total the international restaurant served 330,000 guests, while Junior Campus offered children from 3-6 years their first traffic course in walking cars.
More than 85,000 children from 6 to 13, whether or not organized by elementary schools, visited Junior Campus. BMW aims to make them understand what mobility is and since 2011 also what sustainability is. For instance, what sustainability means throughout a vehicle’s life cycle.

Harald Krüger, Board member for Mini, Motorrad, Rolls-Roye and Aftersales, finds it hard to estimate how many additional visitors are expected on a yearly basis now Welt has expanded its exhibition: “Partly because of the interest of the Mini and off-road communities, the number may as well grow to 2.3 or even 2.5 million people.”

Next year, we will know if BMW, again, has been too reluctant with its expectations.

BMW Welt is open 7 days a week from 9 a.m. to 6 p.m. Admission is free.

.