It was a sight rarely seen in Singapore as Performance Motors (PML) set off fireworks from the rooftop of its new flagship showroom in Alexandra Road on 27 September 2024. Not only did the fireworks display transformed the night sky, it also signalled the transformation of PML’s retail business.

At over 100,000 sq ft, the new showroom is the largest BMW Retail.Next facility in Singapore. The  Retail.Next approach aims to ensure the customer is at the centre of every phygital (physical and digital) interaction throughout the dealership.

This is evident in the PML showroom which features new integrated hospitality spaces and the use of technology to offer fresh personalised and curated experiences for customers.

“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,” said Mr Lawrence Tan, Managing Director of PML.

“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.”

A taste of curated culinary experiences

At the heart of the showroom is the Café & Bar which features the biggest bar counter in a dealership in Singapore. Visitors can comfortably interact with others here or sit by themselves for some alone time to catch up on work.

They can easily order a range of complimentary refreshments from the café by using unique QR codes found at individual tables. A 6.5m-high LED screen and a green moss wall add to the serene atmosphere in this main hospitality area.

Bringing 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 their service appointment check-in, and the pre-selected breakfast will be served at the café upon their arrival.

New level of luxury in the lounges

PML is also raising the bar by enhancing the ownership experience.

Located on Level 3 is the Performance Lounge for the exclusive use of BMW Luxury Class customers. This private sanctuary, which has its own café and special menu, offers a bird’s eye view of the showroom floor below and the lush greenery outside. The Performance Lounge can only be accessed through facial recognition, and all BMW Luxury Class customers will be invited to register for this as part of the delivery process.

On the Level 2 showroom floor, PML has further reinvented the luxury customer experience with the new BMW Luxury Class Lounge. Here, customers can relax and enjoy a drink from the bar counter as they take their time to view BMW’s Luxury Class models.

Another dedicated zone on Level 2 is M World. The distinct area comes with an interactive touch screen and a sound zone to immerse customers in the pulsating energy of BMW M models.

On the showroom opening night, guests also witnessed the launch of the new launch of the new BMW M3 Competition Sedan with M xDrive and the new BMW M3 Competition Touring with M xDrive (above) in the new space.

Having a new BMW car delivered is a cause for celebration, and the new showroom will have five luxurious Handover Lounges where customers can enjoy the occasion. These include two exclusively designed for BMW Luxury Class and M customers, which can be combined for double deliveries or private events.

From tech to touchpoints, a seamless journey throughout

From the car displays, customer consultation stages, hospitality area to the merchandise offers, service areas and lounges, the showroom is designed to elevate the viewing, purchasing and aftersales journey.

BMW Retail.Next ensures the cars are showcased with ample space around, and accentuated by lighting elements for customers to experience the vehicles.

At the entrance, a Highlight Car is presented  with special lighting, accompanying digital tools and customised audio to match the car showcased.

Strategically located between the car displays are the Customer Consultation Stages. These provide a 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 uses technology to deliver more personalised aftersales services and greater convenience.

Customers can book their service appointments via the new SDM SG OneGo mobile app, through which they can also receive servicing updates. For those who prefer a hassle-free experience, they can use 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 cameras to capture the customers’ vehicle number plates. The technology can also indicate the location of each car during its service journey.

Sustainability in the showroom and beyond

PML continues to champion sustainability in the 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 urging 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 (electric vehicle) shuttle service to nearby MRT stations is also available for service customers during their appointments.

PML employees has also been doing their part by participating in its tree-planting programmes. PML has now integrated a Sky Garden (Level 6) to encourage 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.

Expansion and experiences to drive engagement

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.”

PML opened a new contactless service centre in Ubi in December 2023, and shortly thereafter, a new S$3-million service factory in Defu. It now has the most comprehensive dealer network covering BMW owners’ needs through its four service facilities in Alexandra, East Coast, Ubi and Defu.

“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,” said Mr Tan.

The PML BMW Retail.Next showroom is located at 303 Alexandra Road and operates from 8am to 7pm, Monday to Saturday, and from 10am to 6pm on Sunday.