What BMW Roma S.r.l. does

BMW Italia Retail S.r.l., operating commercially as BMW Roma, is an authorized BMW Group dealership serving the Rome metropolitan area through three locations: Via Salaria (headquarters and main service center), Via Appia Nuova (sales), and Via Barberini (Urban Store and Diplomatic Sales Competence Centre). The company is a wholly-owned subsidiary of BMW Group, formed through the merger by absorption of BMW Milano S.r.l. and BMW Roma S.r.l., and has operated in Rome for approximately 39 years. It sells the full BMW lineup — including the complete BMW i electric series (iX, iX3, i4, iX1, i7) leveraging fifth-generation BMW eDrive technology — alongside combustion models such as the 1 Series, X3, X5, and M5 Touring, and runs a certified pre-owned program under BMW Premium Selection with a 48-month warranty.

Revenue is generated through six primary streams: new vehicle sales, certified used vehicle sales, after-sales service and maintenance (including an approved body shop and Pick Up & Delivery), genuine parts and accessories, operational leasing under the tiered WHY-BUY EVO subscription product (Silver, Gold, Platinum Plus), and managed corporate fleet services. Distribution combines physical retail with digital channels — BMW Garage Online for vehicle reservation, Service Online Booking, My BMW App, and Smart Video Communication for remote service documentation. The customer base spans individual consumers, corporate fleet operators, diplomats and international organization members (served by a dedicated Diplomatic Sales Competence Centre), and BMW Classic / vintage vehicle owners.

The company is also distinguished by an event-driven go-to-market model anchored at the Urban Store, including product launches (M5 Touring), sports partnerships (BMW Golf Cup at Marco Simone, Driving Experience Vallelunga, FITP tennis collaboration), cultural collaborations (Accademia dei Sartori fashion show, La Rinascente 'L'era nascente' experience), and community initiatives (Insuperabili). Compliance posture includes a Code of Ethics aligned with the UN Global Compact and the BMW Group Legal Compliance Code, plus website accessibility conformance to EN 301 549 / WCAG 2.1.

Name

BMW Roma S.r.l.

Legal name

BMW Italia Retail S.r.l.

Website

https://bmwroma.bmw.it

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

BMW Italia Retail S.r.l. (formerly BMW Roma S.r.l.) is an authorized BMW Group dealership operating three Rome locations — Via Salaria, Via Appia Nuova, and Via Barberini Urban Store. It sells new and certified pre-owned BMW vehicles including the full electric i-series, and provides after-sales service, operational leasing, fleet management, and diplomatic and classic vehicle services.

Ownership category

akta.pro rank

Product category

Premium Automotive Retail

NAICS

Passenger Car Leasing (532112), Automotive Equipment Rental and Leasing (5321)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Auto & Vehicle Leasing (Personal Use) (FSAKANAA)

Keywords

• Automotive retail
• Premium vehicles
• Electric vehicles
• Vehicle maintenance
• Operational leasing

Headquarters

HQ city

Roma

HQ country

Italy

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: Sale of new BMW vehicles including petrol, diesel, and full-electric models (BMW i series). Revenue generated from vehicle transactions at dealership locations with optional financing and leasing arrangements.
2. Used Vehicle Sales (BMW Premium Selection): Sale of certified pre-owned BMW vehicles under the BMW Premium Selection program, offering 48-month warranty on approved used vehicles.
3. After-Sales Service and Maintenance: Comprehensive maintenance, repair, and service operations including BMW Service Online Booking, Pick Up & Delivery, maintenance packages, and car body repair (Carrozzeria Approvata BMW). Revenue from service labor, parts, and maintenance packages.
4. Operational Leasing (WHY-BUY EVO): Operating lease product with inclusive monthly fees covering vehicle, maintenance, insurance (RCA), road tax, and optional coverage (collision, theft, windshield). Three tiers: Silver (basic services), Gold (+ collision), Platinum Plus (+ deductible waiver).
5. Genuine Parts and Accessories: Sale of original BMW spare parts and accessories for vehicle maintenance and personalization.
6. Fleet Management Services: Corporate fleet solutions including vehicle provision, financing, insurance, maintenance, tire changes, and courtesy vehicles for business customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

BMW Roma is an authorized BMW Group dealership operating three retail locations in Rome that sells new BMW vehicles (including the full electric i-series and combustion lineup), certified pre-owned cars under BMW Premium Selection, and delivers after-sales service, maintenance, parts, and body repair. The company also offers the WHY-BUY EVO operational leasing product with tiered inclusive monthly fees, plus specialized fleet management, diplomatic sales, and classic vehicle services. Digital channels include BMW Garage Online, My BMW App, and Smart Video Communication for remote service documentation.

Product overview

BMW Roma S.r.l. is an authorized BMW dealership (BMW Italia Retail S.r.l.) operating three locations in Rome: Via Salaria, Via Appia Nuova, and Via Barberini (Urban Store). The company offers a comprehensive portfolio of BMW vehicles including the full BMW i electric vehicle lineup (iX, iX3, i4, iX1, i7) and traditional combustion models (Serie 1, X5, X3, M5 Touring). Beyond vehicle sales, the portfolio includes innovative digital services (BMW Smart Video Communication, BMW Service Online Booking, My BMW App), mobility services (Test Drive a Domicilio, Consegna Vettura a Domicilio, Pick Up & Delivery), financial products (WHY-BUY EVO operational leasing, BMW Premium Selection certified pre-owned), and specialized services (BMW Carrozzeria Approvata body shop, BMW Flotte fleet management, BMW Diplomatic Sales, BMW Classic vintage car services). The BMW Roma Urban Store represents a new retail concept focused on innovation, sustainability, and immersive customer experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• BMW iX Electric SAV Fully electric Sports Activity Vehicle featuring fifth-generation BMW eDrive technology, dual-motor xDrive all-wheel drive delivering up to 523 HP and up to 630 km of range, with charging capability adding up to 150 km of range in 10 minutes at high-speed public stations. Sold to private and corporate buyers in Rome.
• BMW iX3 Electric SAV First fully electric Sports Activity Vehicle combining BMW X3 driving dynamics with fifth-generation eDrive technology, offering approximately 450 km range and up to 150 kW charging capacity (0-80% in approximately 34 minutes). Sold to private and corporate buyers.
• BMW i4 Electric Gran Coupé

Quantifiable outcome

• BMW iX xDrive50 achieves up to 630 km electric range
• +5 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

13 partnerships are on record, tiered minor and core.

• Financ&youthminorGTM or Marketing Partner · 19 June 2026Finance and youth networking event hosted at BMW Roma Urban Store Via Barberini. Ernesto Ciorra discussed energy sector evolution, electrification, and Italy's role in European mobility landscape. BMW Roma supports professional networking among young entrepreneurs.
• Marco Simone Golf & Country ClubcoreStrategic or Co-development Partner · 6 June 202610-year partnership celebrated at BMW Golf Cup 2026 event. Exclusive venue for golf tournament combining BMW driving experience with premium sports hospitality. Represents long-standing strategic relationship built on shared values of excellence.
• InsuperabiliminorGTM or Marketing Partner · 7 May 2026Social inclusion project through football supporting athletes with and without disabilities playing together. BMW Roma supports the initiative as part of corporate social responsibility focused on diversity and inclusion.
• ORL Roma Care & Research OrganizationminorGTM or Marketing Partner · 23 April 2026ORL Academy Award event at BMW Roma Urban Store recognizing Best Students with networking opportunity. Partnership based on shared values of excellence and talent development.
• La RinascentecoreGTM or Marketing Partner · 17 March 2026'L'era nascente' immersive experience hosted at La Rinascente Roma Tritone (Via Dei Due Macelli 23) showcasing BMW iX3 as first Neue Klasse model through AI, 3D graphics, and multimedia content. Product Genius staff available for customer engagement.
• Accademia Nazionale Dei Sartori APS-ETSminorGTM or Marketing Partner · 13 June 2025'Cut from the New Side' fashion show event at BMW Roma Urban Store featuring student designs from the tailoring academy. Collaboration showcasing Italian craftsmanship and supporting new generation talent through exclusive venue hosting.
• FITP - Federazione Italiana Tennis e PadelcoreGTM or Marketing Partner · 26 February 2025BMW Italia and FITP partnership for 'Road to Internazionali BNL d'Italia 2025'. Event held at BMW Roma Urban Store Via Barberini showcasing trophy displays and new BMW X3 M50. Partnership combines premium automotive and tennis sports audiences.
• Pascucci Al PorticciolominorGTM or Marketing PartnerRestaurant partner collaborating on events, including 'Road to #IBI2025' where Chef Stellato Gianfranco Pascucci created tennis-inspired dishes.
• Fabrizio FioraniminorGTM or Marketing PartnerPastry Chef partner for events including 'Road to #IBI2025' where he created exclusive desserts inspired by tennis themes.
• AS LuissminorGTM or Marketing PartnerUniversity sports association partner potentially for joint sports events and university community engagement.
• Campomarzio70minorGTM or Marketing PartnerLuxury brand partner featured in BMW Roma events portfolio.
• Due Ponti Sporting ClubminorGTM or Marketing PartnerSports club partner in BMW Roma events portfolio.
• Nuovo Tuscolo Sporting ClubminorGTM or Marketing PartnerSports club partner in BMW Roma events portfolio.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• BMW Group: Parent company of BMW Italia Retail S.r.l. (which operates BMW Roma); the global automotive OEM that determines product roadmap, brand strategy, and capital allocation governing the dealership's commercial reality.

Direct peers

• Mercedes-Benz Roma: Authorized Mercedes-Benz retail operation in Rome with analogous dealership structure, premium positioning, EQ electric lineup, and fleet/corporate services targeting the same affluent consumer and diplomatic segments.
• Tesla Store Roma: Direct-to-consumer EV retail and service operation in Rome competing directly for premium electric vehicle buyers with Model S/3/X/Y lineup; represents the alternative sales model that may pressure traditional dealer economics.
• Audi Zentrum Roma: Authorized Audi dealership in Rome competing for the same premium new-car buyer pool with a comparable multi-location retail format, after-sales service operations, and electric vehicle lineup (Audi e-tron series).
• Autotorino: One of Italy's largest multi-brand automotive retail groups with dealerships across northern and central Italy; comparable in its premium-brand representation, multi-location format, and service-led operating model.
• Intergea: Italian automotive retail group operating multiple premium-brand dealerships nationwide; comparable as a multi-brand dealer consolidator with scale advantages in parts purchasing and operational efficiency.
• Jaguar Land Rover Roma: Authorized Jaguar and Land Rover dealer in Rome serving the same premium SUV and luxury sedan buyer pool, with comparable service infrastructure and brand-positioning dynamic against BMW.
• Porsche Center Roma: Authorized Porsche retailer in Rome offering premium sports/luxury vehicles including the Taycan electric lineup, with comparable dealership experience standards and a focus on high-net-worth individuals in the same metropolitan market.
• Volvo Car Roma: Authorized Volvo retailer in Rome with a strong plug-in hybrid and full-electric focus (XC40 Recharge, EX30, EX90), competing in the premium segment with similar after-sales service and fleet offerings.
• Lexus Roma: Authorized Toyota luxury brand retailer in Rome offering premium hybrid and electrified vehicles with a comparable customer experience focus, competing for affluent environmentally-conscious buyers.

Market position

Strengths2 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BMW.Roma
• Instagraminstagram.com/bmwroma
• LinkedInlinkedin.com/company/bmw-roma-s-r-l-

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BMW Roma S.r.l.