Performance Motors opens new BMW facility
13 September 2008
Specifically designed and built with the customer in mind, this new seven-storey building will be the region's most innovative and customer-focused automobile centre.
Performance Motors Limited (PML), Singapore's distributor of BMW cars and motorcycles since 1979, will move into a brand new, state-of-the-art sales and service centre at 303 Alexandra Road in Singapore on 16 September 2008. The new building, with over 352,000 square feet (approx 32,700 square metres) of floor area, was conceptualised focusing on customer service, aftersales service and exhibition technology. The customer-oriented design sets the scene for a premium BMW brand experience at every touch point from servicing a BMW to buying and financing a new car.
The new centre will be the benchmark for BMW dealerships around the region. A major investment by PML, a member of the Sime Darby Group, the facility was built at a cost of over S$60 million. The impressive seven-storey building accommodates two floors of car displays, dynamically showcasing the entire BMW line-up. The showrooms adopts interactive 3D presentations of the interior and exterior of the BMW range on large LCD screens. The BMW Driving Gallery concept stages the cars in an authentic road formation, allowing customers to view the front, rear and side profile wherever they might be standing. Uniquely designed event spaces and a scenic rooftop terrace that can house several cars have been exclusively designed for customers attending BMW events.
Customer-oriented design - from top to bottom
"We would like to thank our customers for their trust and loyalty. For the last three consecutive years, BMW has been the segment leader in premium cars in Singapore," said Mr Simon Rock, Managing Director of Performance Motors. "The new facility at 303 Alexandra Road was designed and built around the customer. Every aspect of the building has been constructed to give the customer a seamless, exclusive experience from the moment they enter the premises to the time they leave. By having first class facilities in this new BMW benchmark centre, we aim to set the industry standard for customer care and service," added Mr Rock.
BMW customers can also look forward to revolutionary aftersales service delivered with the same level of attention to detail and exclusivity that is the hallmark of the BMW brand. A unique feature is the service reception glass pathway, showcasing BMW's commitment to delivering premium Aftersales service. Customers can drive right up and park their cars next to their Customer Service Advisor's workplace and receive consultation in air-conditioned comfort, without walking more than five steps away. This is the first time an Aftersales service concept like this has been implemented by a car dealership in Singapore. In addition, the expanded in-house workshop and bodyshop wil feature a direct connection to BMW headquarters in Munich at every service workbay, allowing for instant, real-time software upgrades.
Customers collecting their new BMW at the building will be treated to an exclusive and memorable experience. Private car delivery lounges with luxurious interior furnishings allow customers to enjoy this moment in total comfort and privacy. With a full-length mirror in the lounge, customers can now view themselves in their new car before driving off.
The one-of-its-kind dark room will showcase innovative BMW light technology, such as Night Vision and Adaptive Headlights, allowing customers to experience BMW's latest safety technology at any time of the day.
"Our BMW automobiles are class leading in design and technological innovation, thereby setting the pace in the premium segment. Consquently the service quality and technology also needs to adhere to the highest standards in the industry. The new facility in Singapore is designed around the customer service processes and incorporates the latest service technology. For example as one of the innovations the favility is directly linked to our engineering HQ in Munich Germany," said Mr Roland Kreuger, Managing Director of BMW Group Asia.
He added, "This benchmark facility will provide our customers with premium, top quality service to further enhance our market position and underline our leadership in the premium segment. We thank Performance Motors for this highly significant investment and for the commitment to its customers and to the BMW brand."
Customers and visitors are welcome to 303 Alexandra Road from 16 September 2008.