New BMW/Ducati Dealership Slated for Chattanooga

Bucking the current economic climate, Justin Prann, former parts manager for BMW Motorrad North America, is well on his way to opening a new BMW and Ducati dealership in Chattanooga.

Scheduled for a late December opening, Pandora's European Motorsports is located at 4784 Hwy. 58. At press time, the construction phase of the project was wrapping up on the 5,000-square foot building, lacking only exterior paint and the special BMW carpeting, which, according to Prann, was back-ordered.

The shop will cater to the approximately 500 registered BMW motorcycle owners that Prann's research indicated live in the Chattanooga metro area, and will have a cozy coffee bar, couches, and "the biggest TV I can afford," Prann says. Customer-appreciation Saturdays are planned once the shop is open. He says he plans an "interesting" selection of accessories, and a very well equipped parts department. "I am a parts guy, after all," he explains.

The shop's goal is to sell 100 BMWs a year and half that many new Ducatis, with a number of pre-owned bikes added to the mix. "We plan to push the new BMW Superbike heavily," Prann says, referring to BMW's new S1000RR literbike, which just completed a very respectable debut year in World Superbike racing, ridden by veteran riders Troy Corser and Ruben Xaus.

"I'm a sportbike guy, too, and I want to make sure buyers can get financing," he explains, recognizing the different demographic of buyers who might be interested in the S1000RR versus buyers of BMWs other machines.

Published reports indicate Prann invested $80,000 in the building and equipment. "I've only been out of corporate for a month and a half, but my buddies at corporate have been down here. I can't take the cheap avenue."

Prann is "importing" master BMW and Ducati technicians from across the country to ensure the service department will be top-notch. For more details and updates, log onto