Beginning on May 5 with a two-day visit to Gleneagles, Perthshire, the roadshow will take in seven hotel venues, culminating at the Culloden, Belfast, on May 27. Around 148 dealers have signed-up to take prospective customers to the events, which are focused on conquest sales. BMW expects 2,000-2,500 to attend, with dealers paying £75 per head.
Point of sale materials were sent to all 155 BMW dealers ahead of the new 7-series’ April 21 launch, backed by centralised phone and mail campaigns.
Meanwhile, BMW GB has defended managing director Jim O’Donnell’s well-publicised threat in March to sack 20 dealers for complacency.
“The feedback was very negative,” says BMW product manager Chris Clark. “I feel on reflection it was justifiable. Mr O’Donnell clearly felt the message needed to be put across. It was always going to blown out of proportion by the media.”