Sunroad Automotive and city leaders broke ground on BMW of Chula Vista on Aug. 8. This will be Sunroad’s second car dealership in Chula Vista, joining Toyota Chula Vista which opened in 2006. It will be the first luxury car dealership in Chula Vista.
Located at 670 Main St., BMW of Chula Vista will feature a 27,000 square-foot “Future Next Retailer Showroom,” which is incorporated in only a limited number of BMW dealerships across the country. The Next Retail program and concept features multiple vehicles on display, high-end furniture, lounge-like seating, and five-star hospitality. An extensive line of BMW automobiles, including sedans, SUVs, EVs, and sport coupes will be on the ground floor, while the second floor will be dedicated to BMWs award-winning motorcycles.
Construction is expected to begin in fall 2024, with completion by spring 2025.
Sunroad Automotive Marketing Director Michael Sargeant said Sunroad is excited to bring Chula Vista its first luxury auto retailer.
“We recognize that Chula Vista is at the point that it needs a luxury dealership,” he said.
“Sunroad Automotive has nine dealerships around San Diego. We have a great partnership with BMW. Our president, Taso Theadorou has served on a number of their different committees. We have worked with BMW to bring its latest design of a BMW dealership to Main Street in Chula Vista.”
Sargeant said at the grand opening, it will have new and used cars for sale, BMW motorcycles, service and parts for both cars and motorcycles, making it more convenient for people for people who live in the area, opposed to having to drive to San Diego or El Cajon.
Sargeant said Sunroad Automotive, with nine dealerships, has roughly 1,500 employees.
“I would say on the low-end that this new dealership would provide 100 to 200 jobs in the area between technicians, parts, sales people, general manager, sales manager, and staff,” he said.
Sargeant said BMWs are popular due to their performance and has a long history of being the “long distance driving machine.”
“They have really stepped up their game from a consumer standpoint to make better cars, and cars that people want,” he said. “In 2023, they took over Mercedes as the largest luxury car manufacturer in the U.S. We are grateful to have the great relationship with BMW and be part of that growth. The reason for their growth is that they are very consumer centered. They are looking for vehicles for the right consumer. An example is their electric vehicle portfolio. They did not make the drastic shift over to EVs. They took a handful of their popular models and created those in fully electric and hybrid electric vehicles. That is one reason why they continue to grow even as some of their competition has not.”
