New ‘reimagined’ Lookers BMW regional retail hub opens to customers and staff after major redesign and refurbishment.

A new state-of-the-art BMW dealership has officially opened in Crewe after Lookers revealed the stunning results of a major £5.8 million transformation of the site on Fourth Avenue off Weston Road.

The site, which closed for major construction works last year, now features the very latest showroom design associated with the German premium car brand, with each model proudly displayed in modern, state-of-the-art surroundings that includes loungelike seating, unique lighting and premium furnishings.

The spacious, light-filled and tech-laden new showroom adheres to BMW’s new ‘Retail Next’ concept which debuted in the United States last year, prioritising space, glass and natural light – and all housed in a strikingly-designed sustainable building that signals a fresh start for Lookers BMW in Crewe and the wider area. The dealership also features an all-new contemporary aftersales space.

Lookers’ BMW Crewe redevelopment is its latest investment in the premium marque after first introducing BMW and MINI to its portfolio in 2016.

Head of Business at Lookers for BMW and MINI, Rob Gower, said:

“Our new BMW retail centre is part of the ‘BMW Retail Next’ concept which represents our commitment to continually investing in delivering an enhanced customer experience. Our £5.8 million investment also underscores our confidence in BMW as one of the world’s finest car brands, which continues to invest in innovation, distinction and luxury.

“As a team, we are passionate about our new all-electric charging points for the exciting range of new and emerging BMW i cars which are in the process of creating the ultimate driving machine for a more sustainable world.”

The new showroom is now home to the full suite of BMW’s range of electric and hybrid vehicles, including the fully-electric BMW Gran Couple, the BMW i4 M50 and i4 eDrive50 models as well as the 7 Series, X1 and 5 Series brands.

The German manufacturer has also promised to expand its suite of new all-electric models by 2030 as part of its new ‘Power of Choice’ sustainability plan, under which it has committed to selling more than seven million plug-in hybrid and pure-electric vehicles by the end of 2030.

BMW Group UK reported almost 29,000 new car registrations of battery-powered cars last year, representing an 11 percent share of the market, up from 7.2 percent the year before.

Lookers Group Chief Operating Officer, Duncan McPhee, said:

“Our new retail centre in Crewe proudly showcases BMW’s outstanding driving and sustainability credentials in a stunning, ambient environment where customers will really enjoy experiencing BMW’s world class range for themselves. Our partnership with BMW / MINI is important for Lookers and we are delighted that our new BMW destination in Crewe will act as a major retail hub for the northwest region.”

Complete with EV chargers and a range of digital innovations, the major renovation has been purposely built to showcase BMW brand and will incorporate and extensive used car offering and extensive aftersales provision.