BMW wants its brands to be different and special. At the same time, executives are enthusiastic over an international trend toward single dealers with separate showrooms for their super BMW-Rover Group franchises.
'There is the idea in general terms to have a network of American dealers who, instead of having three or four other franchises, have a complete BMW module: BMW, Rover cars, Land Rover. We could call him an exclusive BMW-Rover group dealer,' said Walter Hasselkus, chairman and chief executive of Rover Group.
In Scandinavia, BMW, Rover, Land Rover, Mini and MG brands are distributed by the same dealer network.
In Germany, 100 of 250 new Rover dealers also own BMW dealerships.
The BMW link gave big dealers the confidence to invest in Rover, said Hasselkus.
He said one big BMW dealer he knows has invested DM4 million in two Rover franchises. Said Hasselkus: 'The BMW dealers say, 'If you do it, why should I hesitate to invest in Rover?''