A BMW Z1 has arrived at Spokane BMW, an unusual event that raises larger questions about how modern dealers approach automotive history. The Z1 represents a moment in BMW’s past that’s worth examining. The Z1 was conceived by BMW Technik GmbH in the mid-1980s as an engineering experiment rather than a traditional production vehicle and debuted at the 1987 Frankfurt Motor Show. About 8,000 units were built between 1989 and 1991.
A unique car for its time
The car featured features that challenged conventional notions of production vehicles: removable thermoplastic body panels, a galvanized steel monocoque chassis, near-perfect weight distribution, and vertically retractable doors integrated into the body. Power came from the M20 2.5-liter inline-six paired with a five-speed manual transmission.
The Z1’s historical significance lay not in its sales figures, but in its influence. It became a fundamental concept for BMW’s modern roadster line and established principles that would guide the Z3, Z4 and later models. Without them, the development of BMW’s contemporary sports cars might have been different.
It is unusual, especially in the United States, to find a Z1 in running condition. Chris Marino, General Manager at Spokane BMW, sourced this example from the United Kingdom and managed the import process and compliance with customs, DOT and EPA requirements. The decision to keep the Z1 in active inventory rather than put it up for auction or private sale reflects a unique approach to dealership operations. Marino describes it as a way to deepen customer conversations about BMW’s engineering history and design philosophy.
“Historic vehicles are not museum pieces,” Marino said. “They are reference points. They remind us why BMW has achieved the reputation it enjoys today.”
So why buy a classic BMW from a new car dealer?
There are real costs associated with importing, maintaining and storing a historic vehicle. The Z1 takes up showroom space and represents the capital tied up in an asset that generates a limited transaction volume compared to the current model’s inventory. The gamble appears to be this: If integration into heritage increases customer trust in the brand – and that trust is reflected in new vehicle sales – the investment will pay off beyond the specific Z1 transaction.
Whether this theory holds up in practice varies depending on the market and customer base. Some dealer groups have experimented with historic vehicles as customer experience tools. Others have found minimal ROI. The track record is reportedly mixed.
Seeing this car today at Spokane BMW underscores an important truth: Heritage only matters when it is preserved, understood and shared.
Marino believes that retailers are not only points of sale, but also guardians of the brand. This belief resonates beyond Spokane. In a franchise network as large as BMW’s, leaders who actively champion heritage help strengthen the brand as a whole. They create continuity. They strengthen authenticity. And they remind both customers and colleagues that BMW’s identity is not just based on the latest model year.
“Anyone can talk about customer experience,” says Marino. “Very few are willing to go so far as to source one in another country and then display it in our showroom to strengthen our credibility in terms of brand integrity.”
