I'm not much of a car fanatic, but my boyfriend is and he constantly drags me here to check out the new M3 or M6 or whatever else letter/number combination of car that I will never be able to afford are called.
That being said, this is a beautiful building. Huge, floor to ceiling glass windows, glass floor elevators, beautiful German works of automotive art as far as the eye can see - if you love cars, this is the like the motherload.
Everyone who works here is really helpful and very knowledgeable. My boyfriend actually has a BMW and he always gets tons of great help and advice when he's here. For those who are obsessed with showing off the BMW-ness, there's a store that sells everything from BMW and MINI dress shirts to a Mini bulldog and kids powerwheels car. You can also get BMW key chains, wallets, license plate covers, and the list goes on and on.
Even if you can't afford a car, it's a nice place to visit and it's fun to sit in some of the sweet rides. Also, if you love unique architecture - you'll want to check out this flagship store in Toronto.