Portal to the World of BMW
“Imagine you are here to take delivery of your new BMW!” For six months, Ostendorf and his colleagues in the BMW European Delivery Program have been ramping up for the opening day on October 17.
By the time you read this, BMW Welt (in English, “BMW World”) will be completed, but at the time of this writing, much remains to be done. Workmen swarm the 270,000 sq. ft. structure, examining blueprints, fitting electrical cables, installing displays.
Ostendorf describes the new-vehicle delivery experience as a journey that begins at home, when the customer places the order, and ends here. It therefore seems fitting that a “road” winds through the cathedral-like central hall.
The road intersects BMW Plaza, with its parade of shiny BMW models on one side, and cluster of technology exhibits on the other. Directly above are two of the Welt’s fine restaurants: the International, which serves haute cuisine and offers a splendid view of the atrium from its “outdoor” terrace; and the Club grill, with its lively chefs and open kitchen.
Ostendorf leads the way to a bank of glass elevators that glide up to the Delivery department check-in area, where customers are assisted in scheduling their three-part experience. Included are a tour of the Munich factory, a visit to the BMW Museum (renovated and re-opening in 2008), and “The Delivery” itself.
A sleek lounge nearby offers refreshments from a buffet offering sweet treats and European coffees; Internet workstations that appear at the touch of a button; and relaxation on sumptuous leather-upholstered couches – plus an enclosed playroom for young children. With barely concealed excitement, Ostendorf leads the way into the Product Info Center – a hushed room with soft lighting and rows of bare, white Corian counters, called “Info Tables.”
It’s an astonishing moment when a customer’s name and a picture of her brand-new vehicle suddenly materialize on the empty surface. Even the color and wheels are correct. When Ostendorf lightly touches the counter, a topic menu appears. Customers may spend 20 minutes here, exploring design, safety or whatever interests them – and trying to figure out how this amazing Info Table works.
This stage of the journey also includes the Info Module, BMW Welt’s version of adriving simulator. There are several of these private booths lining the room, each with its own widescreen monitor, spaceage s teering wheel, pedals and iDrive Controller. Customers can experience Night Vision, learn how optional Active Steering works, compare Dynamic Stability Control to Dynamic Traction Control, and even drive a fast lap on the track. To wind down afterward, they may wish to explore the pleasures of luxurious BMW vehicle interiors in the Senses exhibit.
When the big moment arrives, customers descend a long staircase toward two large, transparent structures that emanate violet light. These are the vehicle elevators that will bring forth up to 170 new BMWs a day. “Look,” says Ostendorf. Our eyes follow his gaze, and there is “our” new BMW. A spotlight illuminates the sculptural lines of the vehicle, and slowly the car begins to rotate on a turntable. It’s a breathtaking moment.
A Delivery Specialist provides a 45-minute orientation; a picture is taken of me and “my” BMW; and then I press the Start button. The vehicle rolls off the turntable and onto the “road.” There’s a parade lap around the entire floor, before the road dips in one final sweeping curve toward the exit.
Is this the end of the journey… or just the beginning? One of the highlights of the BMW European Delivery Program is the opportunity for new owners to explore Europe in their own brand-new BMW. By publication time, all the hard hats will have been hung up, souvenirs of one of the most daring achievements in BMW history. Construction of BMW Welt will be complete, and the doors will open, ready to welcome you into the world of BMW.
Source: BMW Magazine