SHERIDAN, WYOMING – April 8, 2025 - A milestone moment for BMW USA as it closes the doors on a celebrated chapter of its corporate journey.
An American Legacy Begins in Montvale
When BMW of North America first planted its roots in the U.S., few could have predicted the tremendous success the brand would experience. Just five years after opening its doors on March 15, 1975, BMW NA had doubled its sales, propelled by the runaway popularity of the first-generation 3 Series introduced in 1976.
With this explosive growth came a new challenge: space. The Montvale, New Jersey headquarters—originally built by Hoffman Motors and leased to BMW as part of the transition deal—quickly became a cramped home for a company selling five times the number of vehicles it was originally designed to support.
A Brutalist Beauty That Became Too Small
The Montvale facility, with its mid-century Brutalist design and grand two-story lobby clad in rosewood panels and travertine stone, made a lasting first impression. But behind the style, practicality faltered.
“It was sort of a strange design,” said Tom McGurn, BMW NA’s first public relations director. “The lobby made a huge statement with rosewood paneling, and it had a lot of glass, but it only had a very small cafeteria, and the offices were a mishmash of sizes.”
Despite renovations by BMW’s first CEO Jack Cook—who stripped away some of the dramatic flourishes inherited from importer Max Hoffman—the building struggled to meet the evolving needs of a booming company.
A Vision of Growth in Woodcliff Lake
Recognizing the need for a modern, unified space, BMW NA made a bold move in the mid-1980s under then-CEO Dr. Günther Kramer. The company acquired a picturesque 40-acre former apple orchard in Woodcliff Lake, just four miles from Montvale and highly visible from the Garden State Parkway.
Construction of the new headquarters at 300 Chestnut Ridge Road began in September 1986 and was completed by the end of 1988. Designed by CUH2A architects, the three-cube, three-story structure featured white porcelain enamel panels, grey glass, and open views of the surrounding landscape. It was a visual reflection of BMW’s premium identity.
“Everything was consolidated,” said McGurn. “The dealer council no longer had to meet in a hotel, since we had our own conference rooms. We had an auditorium-type room where we could hold an all-employee meeting, which was so convenient.”
Inside, the building was as impressive in function as it was in form. It included a state-of-the-art video studio, an advanced computer server room, a barber shop, dry-cleaning services, and a large, sunlit cafeteria. Crucially, it also allowed BMW to bring all North American divisional offices under one roof for the first time.
New Facilities, Same Dedication to Excellence
To solve logistic issues that plagued Montvale’s tight residential access, BMW NA also constructed a new parts distribution center in Mount Olive, NJ—easily accessible from Interstate 80 and more aligned with operational demands.
Even after relocating headquarters, BMW continued leasing the Montvale building through 2011, converting it into Eastern Region offices and training centers. Over the decades, the 300 Building campus expanded, evolving to support the brand’s growing presence across North America.
The End of a Chapter at 300 Chestnut Ridge Road
After more than three decades as BMW of North America’s flagship address, the 300 Building was officially retired on December 13, 2024. Employees transitioned to a new, state-of-the-art facility just down the road at 200 BMW Drive, Woodcliff Lake.
The move marks not just the end of an architectural era, but the beginning of a new chapter in BMW’s U.S. journey—one defined by innovation, efficiency, and a continued commitment to delivering premium experiences to its customers and workforce alike.
Looking Ahead
As BMW of North America embarks on this next phase, the story of the 300 Building remains a symbol of the company’s incredible growth and dedication to creating spaces that reflect its identity.
For more information about BMW of North America and its latest developments, visit www.bmwusa.com.