New era unfolds at Brisbane BMW

Brisbane BMW is undergoing a transformation like never before, setting a new standard for luxury automotive retail in Australia. With a $27 million refurbishment in progress, the dealership is embracing the future with state-of-the-art technology and a reimagined customer experience that aligns seamlessly with BMW’s Retail.Next philosophy.

The renovation by Alder follows the successful delivery of Westside BMW’s $2.5 million refurbishment earlier this year. The redesigned Fortitude Valley dealership will feature a modernised floor plan, innovative digital tools, and new processes focused on customer-centricity, flexibility, and sustainability—all contributing to a truly best-in-class automotive retail experience.

Sime Motors Australia Managing Director Wayne Hoggard says the refurbishment strengthens Brisbane BMW’s position as a destination dealership in the heart of the city while supporting business growth with flexible and future-proof infrastructure.

“The transformation of Brisbane BMW’s Ann Street facility is a testament to our commitment to innovation and customer-centricity,” said Mr Hoggard.

“By integrating BMW’s Retail.Next philosophy, we are creating a truly future-ready dealership that seamlessly blends physical and digital experiences. This upgrade ensures that our guests receive an unparalleled premium experience in a space that is flexible, sustainable, and designed to evolve with the future of mobility.”

In line with BMW’s long-term vision for future readiness, the dealership reflects a sustainable and energy efficient design with upgraded facilities to accommodate the growth of EV models and future mobility solutions.

Brisbane BMW Dealer Principal Neil Marshall says the Ann Street refurbishment reinforces the dealership’s commitment to delivering a best-in-class experience for customers that redefines what a modern automotive retail space should be.

“This renovation marks an exciting new chapter, bringing to life an immersive and engaging retail environment that reflects BMW’s iconic status,” said Mr Marshall.

“This upgrade is not just about a new design—it’s about enhancing personalisation, convenience, and customer engagement at every touchpoint, ensuring that we continue to exceed expectations today and into the future.”

The renovation will include the demolition of the existing workshop and partial basement to make way for a new workshop, customer arrival area, basement, and general amenities. The proposed facility will sit within the footprint of the existing facility over 3.5-levels.

CEO of Alder’s construction business unit Dean Cheffers says now the dealership’s existing services have been relocated, construction is moving full steam ahead with the project expected to be completed by April, 2026.

“Alder is honoured to be working with BMW yet again in the wake of the successful delivery of Westside BMW which saw the Darra facility revamped with a complete showroom layout reconfiguration, new offices, a full internal fit-out, and new amenities,” said Mr Cheffers.

“The scope of works at the Fortitude Valley dealership will also see a complete transformation with the showroom itself expanding to accommodate two-levels with new amenities and a roof garden feature located on level one overlooking the new multi-functional handover bays.

“Our team is well versed in the completion of automotive retail projects of this stature after completing numerous dealership refurbishments including von Bibra Ashmore earlier this year and with works currently underway at von Bibra’s 55,000sqm Coomera automotive retail facility.”

Stay tuned for more updates as this landmark transformation continues to unfold.