The Douglas Park BMW and Mini Aftersales Centre at Pinkston Road, to the north of Glasgow city centre, is built on a four-acre site.
Park's bought the site in March 2010 and in November last year work began to transform the former Chep pallet warehouse into a state-of-the-art aftersales hub for BMW and Mini owners.
Since opening in July the centre, which employs just over 40 staff, has been attracting an average of 70 customers per day and Park's is on track to drive that up to 100.
Around 250 invited guests were present, including the company's owner and chairman Douglas Park and Tim Blott, managing director of the Herald & Times Group, publisher of The Herald.
Guests celebrated the official launch with champagne and canapes. A Mini stunt driver performed handbrake turns on a ramp on the forecourt. Classic BMWs were also on display.
Cameron Wade, Dealer Principal, who runs the site for Park's, said: "This is our first dedicated aftersales facility. We've always had aftersales services on-site in our showrooms, but for the first time customers can benefit from a purpose-built centre completely dedicated to aftersales.
"For us it was all about improving the customer experience. We wanted to give them a pleasant environment to enjoy the best in BMW customer service."
The centre provides car servicing, parts, vehicle sales, and accessories. Previously aftersales would have been carried out at the Park's dealership in nearby Kyle Street, but work is under way to convert its aftersales area into additional showroom space.