BMW of Greensboro Renovation & Addition

The showroom received a full interior transformation that introduced the refined, hospitality-driven environment expected of the BMW brand. Upgrades included imported clinker tile from Germany, luxury finishes, modern lighting, fresh paint, and contemporary detailing throughout the space. 

The result is a clean, sophisticated customer experience built around comfort, brand presence, and premium vehicle presentation.

Beyond the showroom, Choate completed major operational enhancements to the service campus. Improvements included enclosing the existing service drive, a parts building addition, and a 15,000-SF service shop addition. Existing service areas were also upgraded, asphalt was replaced, and a dedicated photo booth was added to support vehicle merchandising and digital sales efforts.

Executing renovations across two occupied buildings required careful phasing, safety planning, and coordination with daily dealership operations. Choate sequenced construction to minimize disruption to customers and staff while delivering upgrades across both sales and service functions.

To meet evolving BMW image requirements, the project also incorporated electric vehicle charging infrastructure, positioning the dealership to support growing EV demand. These upgrades reflect the shift toward electrification while ensuring the facility remains aligned with the future of automotive retail.