MONROEVILLE, Pa. -

A&L Motor Sales closed 2020 and opened 2021 with a brand new, reimagined BMW showroom to showcase its inventory and more than seven decades of retailing experience.

As part of its $15 million overall renovation, the luxury dealership east of Pittsburgh that represents BMW as well as Jaguar and Land Rover revamped its showroom to include a dynamic open-floor layout, modernized high-tech features, and sophisticated seating areas.

“We are thrilled with the transformation of our BMW showroom as the updated space will provide our customers with the luxurious shopping environment they deserve,” A&L Motor Sales owner Brian Lamfrom said in a news release. “Our updated showroom offers customers an elegant atmosphere to enjoy while taking their time to discover their dream vehicle.”

A&L Motor Sales highlighted that its new BMW showroom features state-of-the-art technology with digital capabilities that can allow customers to virtually experience their own vehicle configuration. Using touchscreen displays, consumers can look at high-definition renderings of custom interior and exterior selections, making the BMW brand come alive in an interactive way.

A&L Motor Sales mentioned the upgraded showroom, characterized by its vaulted ceilings, a work station with a pastry café and frameless glass walls, showcases a modern, cosmopolitan space with an emphasis on brand experience.

Adding to what the dealership called its customer-first mentality, the transformed showroom also includes a dedicated vehicle handover area where owners can enjoy an exclusive viewing opportunity of their purchase inside of a contemporary, glass-enclosed delivery bay.

“Our updated layout emphasizes our commitment to providing our customers with a no-pressure sales environment that exceeds expectations,” A&L Motor Sales sales manager Nate Paul said. “We strive to create a seamless, enjoyable customer experience for every person who walks into our dealership.”