BRANDED CONTENT

Special lounges to receive new rides, curated bites: Why BMW owners will like next-gen showroom

Performance Motors Limited redefines luxury automotive retail at its revamped Alexandra Road facility, which is designed for customers to enjoy a full brand experience

Performance Motors marks its 45th anniversary with a refreshed BMW showroom at Alexandra Road.

PHOTO: PERFORMANCE MOTORS

Follow topic:

Be it a curated breakfast at the cafe, after-hours servicing or an eco-friendly shuttle ride to the airport, these are the industry-leading services this automotive specialist offers its customers as a means to raise standards.

The sheer driving pleasure that comes behind the wheel of a BMW can now be fully enjoyed the moment customers step into the new Performance Motors Limited (PML) flagship BMW Retail.Next showroom at 303 Alexandra Road.

BMW Retail.Next is the German marque’s new retail concept designed to provide a holistic experience for customers throughout every online or offline interaction they have with a dealership.

Confident that these features and conveniences will delight customers and cement their trust in PML, Mr Lawrence Tan, the firm's managing director says: “We aim to make this showroom the destination for the BMW community, offering a space where customers can not only service their vehicles but also relax and enjoy our brand experience in a lifestyle setting.”

Features of a BMW Retail.Next showroom

The flagship BMW Retail.Next showroom, which is the largest one in Singapore, spans over 100,000sq ft. Notable areas include the showroom on levels 1 and 2, a Performance Lounge exclusively for BMW Luxury Class customers to relax on level 3 and a sky garden on level 6.

Innovative design has resulted in a seamless combination of the phygital (physical and digital) space for a holistic, customer-focused experience.

This will extend across all service touchpoints: from experiencing the cars in the showroom, consulting with a BMW sales consultant, to new car delivery, purchase, and even after-sales processes.

To commemorate the occasion of customers receiving their brand-new BMWs, there are five handover delivery suites – two of them uniquely designed for BMW Luxury Class and M cars – to offer both owners and their families a celebratory moment to remember.

In tandem with the showroom’s opening, will be the launch of the all-new BMW M3 and BMW M3 Touring – two cars representative of the dynamic innovation driving both BMW and PML forward.

All these contribute to that magical touch that helps PML build rapport and cement trust with customers.

Seamlessly personalised services with digitalisation

Technology is the catalyst for a whole suite of personalised customer experiences at Performance Motors as customers enjoy greater conveniences and delight in the finer things in life.

For maximum convenience, PML now employs an automated number plate recognition system which uses cameras to capture the vehicle number plate of customers arriving for their service appointments.

This smart system can relay information about a customer’s arrival to PML’s services team and the location of the cars during their service journey.

While this happens on site, the new SDM SG OneGo mobile application enables customers to manage their automotive service needs at their convenience through their smartphones.

Through the app, they can access a wide variety of services, from booking service appointments and doing online check-ins to triggering the contactless key drop option where they can drop off or collect car keys from the smart key drop/collection lockers at the showroom. They can even respond to invitations for exclusive events.

Other upcoming treats for customers include being able to preselect – online – their preferred breakfast option to be served after arriving for their service appointment, or place refreshment orders through the QR ordering system at the PML Cafe.

This way, customers can truly soak in the atmosphere of the refreshed spaces at their favourite nooks in the showroom.

Unique for BMW Luxury Class customers is entry to PML’s Performance Lounge on level 3, where facial recognition grants access to the exclusive space that boasts natural light, lush greenery and a skyline view.

From the lounge, they can also enjoy an elevated view of the showroom floor below on level 2.

PML’s ways of championing sustainability

The new showroom’s electricity consumption is fully offset by equivalent renewable energy certificates, underscoring PML's dedication to environmental stewardship.

Customers can participate in PML’s green initiatives by opting out of complimentary car washes during servicing, or choosing PML Fast Track, which excludes the car wash component of their servicing journey, reducing water usage.

PML is also promoting urban farming with edibles herbs like pandan and mint at its rooftop Sky Garden.

At the opening, guests inaugurated this initiative by sowing seeds, symbolising PML’s commitment to sustainable practices together with the BMW community in Singapore.

With a nod to the future, some 10 BMW electric models, including the i5, i7 and iX2, will be displayed around the showroom.

Together with regular in-house education talks on electric vehicles as part of the company’s outreach programme, PML leads the way in making bold steps into the future of sustainable motoring.

New approach backed by years of expertise

Having been in the automotive business for 45 years, PML is synonymous with BMW and top-notch service quality.

“Customers trust us to deliver not only the finest BMW vehicles, but also the best ownership experience. As we celebrate our legacy, we reaffirm how we will continue to evolve to raise the benchmark for excellence for customer experience across all our touchpoints,” says Mr Tan.

Besides the revamped BMW showroom along Alexandra Road, PML has also expanded its BMW retail and service network, after-sales innovations and the use of digital technology to deliver more personalised services – all with the customer at the heart of its transformation.

“All these efforts synergise with the BMW Retail.Next concept which is to put the customer as the focal point of all the physical and digital (phygital) interactions with the dealership.

“Our BMW Retail.Next showroom will set a new benchmark for exceptional customer experiences – from the moment they step in to when they drive away in their dream BMW and when they return for their service appointments or for any of our exclusive activities.”

Learn about Performance Motors Limited’s new BMW Retail.Next showroom at 303 Alexandra Road. Find out more here.