Mr Andrew Basham, Managing Director of Sime Darby Motors, said, “The showroom is a significant infrastructure for us at Sime Darby Motors. This huge retail transformation will break new frontiers in customer experience from pre-sales to aftersales. It also underscores our commitment to continuously build the BMW brand while delivering premium services to our customers in Singapore.”
Mr Lars Nielsen, Managing Director, BMW Group Asia, said, “Performance Motors has been an invaluable partner for BMW, even before we began our business in the market. Together, we are working hard to be the number one premium brand in Singapore. Its groundbreaking showroom serves as a lighthouse for our new holistic approach that ensures the customer is at the centre of every interaction at the dealership. We are confident that this new facility will further strengthen the customer journey, deliver new experiences, and set the benchmark for our BMW dealer network in the region.”
Enhancing the ownership experience.
Mr Lawrence Tan, Managing Director of PML, said, “The launch of the PML BMW Retail.Next showroom reflects our commitment to deliver exceptional experiences and deepen our connection with customers across every touchpoint. We aim to make this showroom THE destination for the local community, offering a space where customers can not only service their vehicles but also relax and enjoy our brand experience in a lifestyle setting.”
PML is enhancing the ownership experience with several industry-leading offerings in the showroom.
Café & Bar – At the heart of the showroom is the main hospitality space, featuring the biggest bar counter in a dealership in Singapore. It offers a flexible set-up whether customers prefer to interact with others or need time alone to catch up on their work. A 6.5m-high LED screen and a green moss wall add to a serene atmosphere. Customers can also easily order a range of complimentary refreshments by using unique QR codes found at individual tables.
Curated breakfast – Elevating the culinary experience to a new level, PML is providing curated breakfast for all service customers. They can simply pre-order their breakfast selection online as part of the service appointment check-in, and the pre-selected breakfast will be served at the café upon their arrival.
Reinventing the luxury customer experience, the showroom will have a new BMW Luxury Class Lounge with its own bar counter where customers can relax while viewing BMW’s Luxury Class models. Another dedicated space is M World, which comes with an interactive touch screen and a sound zone to immerse customers in the pulsating energy of BMW M models.
There are also five luxurious Handover Lounges where customers can celebrate the delivery of their new BMW cars. These include two exclusively designed for BMW Luxury Class and M customers, which can also be combined for double deliveries or private events.
Strengthening the end-to-end customer journey.
From the car displays, customer consultation, hospitality area to the merchandise, service areas and lounges, the showroom is designed to elevate the viewing, purchasing and aftersales journey.
BMW Retail.Next ensures the cars are showcased in an impactful way, with ample space in the showroom being accentuated by lighting elements for customers to experience the vehicles.
A Highlight Car is presented at the entrance, with special lighting, colourful flooring accents, accompanying digital tools and customised audio sounds and music to match the car showcased.
Strategically located between the vehicles are the Customer Consultation Stages. These are the most important platform for bringing the brand, product and customer together. They also provide a more relaxed setting for chats with PML sales consultants and BMW Geniuses, who offer digital consultation via tablet PCs and enable customers to view their preferred car in 3D images and videos.
PML also leverages technology to deliver more personalised aftersales services and greater convenience to customers.
Customers can choose to book their service appointments via the new SDM SG OneGo mobile app, through which they can receive updates during servicing. They can also opt for hassle-free service by using the app to scan the QR codes of PML Key Drop/Collection Lockers to drop off their car keys.
When they arrive for their service appointments, PML uses Automated Number Plate Recognition technology to capture the customers’ vehicle number plates through cameras. The system can also indicate the location of each car during its service journey.
Mr Nielsen added, “Having that physical touch in the showroom is important to our customers and this will continue to be a key part of our retail strategy moving forward. Just as critical are our digital capabilities both in and behind the scenes. From facial to automated number plate recognition technology, Performance Motors now has more digital tools than ever before. This is the BMW way – we take the lead in driving innovation.”
Championing sustainability.
PML continues to champion sustainability in its new showroom. For example, the electricity consumption of the PML facility is fully offset by equivalent Renewable Energy Certificates (REC).
In addition, it has implemented green initiatives by encouraging customers to help reduce water wastage by opting out of the standard car wash during regular servicing or by choosing the PML Fast Track service which excludes the car wash. A complimentary BMW EV shuttle service to nearby MRT stations is also available for service customers during their appointments.
PML employees also play their part by participating in tree-planting programmes. PML has now integrated a Sky Garden (Level 6) in encouraging urban farming with edible herbs like pandan and mint with this showroom transformation, bringing forth a ‘Farm-to-Table’ concept with its events and F&B offerings. To kick this off, guests at the showroom opening were invited to join in the planting of mint at the garden.
Mr Tan continued, “In addition to our new showroom, we have expanded our service network to serve customers island wide, from the East to the West. Together with our aftersales innovations, and curated experiences, like drive-aways and golf events, we will continue to drive greater customer engagement and loyalty within the BMW community.”
Launch of the new BMW M3 and the new BMW M3 Touring.
Held in conjunction with the PML BMW Retail.Next showroom opening is the launch of the new BMW M3 Competition Sedan with M xDrive and BMW M3 Competition Touring with M xDrive.
Both vehicles come with newly designed LED headlights that bring fresh accents to the front end. They get increased power from the updated S58 engine that delivers a new maximum output of 530hp. This provides quicker acceleration from standstill as well as strong acceleration even at high rpms. The new BMW M models feature a new 3-spoke flat-bottom M leather steering wheel with red centre-marker, a new centre stack design and air vents, and the latest BMW iDrive with QuickSelect.
With refreshed looks, improved performance and an updated interior, both models aptly reflect the exhilarating pace of transformation that PML has embarked on.
Prices start from $599,888 for the new BMW M3 and $623,888 for the new BMW M3 Touring.*
