Redefining luxury automotive retail: Next-gen showroom designed with BMW community in mind

WHEN it comes to luxury automobiles, the thrill of driving is matched only by the excellence of ownership. 

Performance Motors Limited (PML) has redefined this experience with the reopening of its flagship showroom yesterday at 303 Alexandra Road, setting a new standard in customer service and automotive retail.

This milestone coincides with the company’s 45th anniversary, marking a new chapter in PML’s commitment to excellence.

“Customers choose PML because they trust us to deliver not only the finest vehicles, but also the best ownership experience,” says Lawrence Tan, PML’s managing director.

The revamped showroom exemplifies PML’s forward-thinking approach, seamlessly integrating physical spaces and digital experiences with sustainability initiatives. This transformation is part of a broader strategy that includes expanding the PML retail and service network, implementing after-sales innovations, and leveraging digital technology for personalised services.

Tan emphasises the company’s ongoing evolution: “Performance Motors turns 45 this year, and 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.”

At the core of PML’s strategy is its steadfast focus on customer satisfaction. The company recognises that true future-readiness stems from consistently delivering exceptional service. 

“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 interactions with the dealership,” Tan says, underscoring PML’s customer-centric vision.

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.

Features of a BMW Retail.Next showroom

As the biggest BMW Retail.Next showroom in Singapore, its features are testament to PML’s commitment to creating memorable experiences that foster customer trust and loyalty.

The flagship showroom spans over 100,000sq ft. Notable areas include the showroom on levels 1 and 2, a Performance Lounge 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 and even after-sales processes. 

To commemorate the experience for customers receiving their brand-new BMWs, there are five handover lounges – two of them are uniquely designed for BMW Luxury Class and BMW M car owners – to mark the occasion and celebrate their latest acquisitions. 

In tandem with the showroom’s opening, there was also the launch of the new BMW M3 and BMW M3 Touring – two cars representative of the dynamic innovation driving both BMW and PML forward.

Seamlessly personalised services with digitalisation 

Technology is the catalyst for a whole suite of personalised customer experiences at PML 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 the customers’ arrival to PML’s services team and locate cars during their service journey.

While this happens on site, the new SDM SG OneGo mobile application enables customers to manage different aspects of car ownership with ease through their smartphones. 

Through the app, they can access a wide variety of services, from booking service appointments to doing online check-ins and 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 pre-select, 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 these 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.

As a nod to the future, some 10 BMW electric models, including the i5, i7 and iX2, will take pride of place around the showroom.

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

Confident that customers will like what the new showroom has to offer, Tan says: “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.” 

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