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Shoppers Referred to Area Dealerships for Purchases
MEDIA & MARKETING
Pop-up shops are not just for pearls and purses-BMW is back at South Coast Plaza in Costa Mesa after a successful debut last year.
The shop is just a few doors down from the Microsoft store and will remain open until the end of the year.
BMW of North America is staffing the space, and five local dealers are footing the rent bill: Irvine BMW; Shelly BMW in Buena Park; Crevier BMW in Santa Ana; Sterling BMW in Newport Beach; and Long Beach BMW and Mini.
The space is showcasing high-end vehicles, including the $150,000 i8 plugin hybrid sports car, whose features require more than just a test drive to educate the consumer about its full potential.
The staff at the pop-up shop doesn't sell the cars; visitors are instead directed to participating BMW dealers.
"It's a gentlemen's structure between the five dealers," Steve Rudkin, general manager of Irvine BMW, said how they divvy up sales...