Sime Darby Motors Singapore.

Performance Motors embarks on transformative retail journey and expansion for 45th anniversary

(Media release issued on 22 March 2024)

Performance Motors embarks on transformative retail journey and expansion for 45th anniversary

  • New enhanced retail experience.
  • Digitalisation to deliver personalised services.
  • Service network expansion for island-wide coverage.
  • More exclusive events to elevate BMW ownership experience.
  • Championing sustainability practices.

Performance Motors Ltd (PML), a Sime Darby Motors company, and trusted authorised dealer of BMW cars and motorcycles in Singapore since 1979, proudly marks its 45th anniversary this year. As it celebrates its illustrious heritage, PML will also be embarking on a transformative and expansion stage to deliver new levels of success as a trailblazer in the industry.

The company is making strategic investments in retail transformation, digitalisation, and the significant expansion of its service network across the nation to cement its position as the undisputed #1 BMW dealer in Singapore. Underlying this is a firm commitment to championing sustainability practices.

Mr Jeffrey Gan, Managing Director of Sime Darby Motors in Southeast Asia, said, “In an ever-changing and challenging industry, Performance Motors’ 45 years of partnership with BMW stands out for its longevity. Few dealerships in Singapore have maintained such an extensive and distinguished bond with their principal. This speaks volumes about our shared dedication to bring exceptional vehicles and unparalleled service to our customers. We look forward to Performance Motors and BMW continuing this journey of success for many more years to come.”

Mr Lars Nielsen, Managing Director of BMW Group Asia, added, “We are delighted to celebrate 45 years of partnership with Performance Motors. This milestone underscores our unwavering commitment to elevate the ownership experience for customers and further strengthen BMW’s presence in Singapore. As we look to the future, we are excited about the endless possibilities to deliver top notch experiences to BMW fans and enthusiasts across Singapore.”

Retail transformation – Largest Retail.Next showroom in Singapore.

Central to its anniversary celebrations is the retail transformation of PML’s flagship showroom at 303 Alexandra Road. This renovation is expected to be completed in the third quarter of 2024.

At almost 6,800sqm, it will be the largest BMW Retail.Next showroom in Singapore once completed. The BMW Retail.Next concept emphasises a seamless blend of the phygital (physical and digital) space that prioritises customer-centric experiences. It flows from the consultation stages to hospitality, and through to the purchasing and aftersales processes. In addition, the fitting out of the new PML showroom will adhere to Sime Darby’s Responsible Sourcing Policy, and BMW sustainability standards.

A BMW i7 on display at PML's pop-up showroom at Kampong Arang

While it is business as usual during the renovation period, PML has set up a 600sqm pop-up showroom at its East Coast Centre (Kampong Arang). This expands on the idea of ‘Where Convenience Matters’, a PML promise that the retail experience is consistently exceptional regardless of the location.

Digitalisation to deliver seamless and personalised experiences.

PML will be using digitalisation to ensure personalised experiences for its customers. For example, customers at its showroom café will be able to order and have drinks and food served to their table via a QR ordering system.

It is also enhancing its mobile app to help time-starved customers with their aftersales servicing. They will be able to book service appointments, perform online check in, and trigger the contactless key drop to let them drop off and collect their car keys from standalone kiosks at PML’s service centres.

A special highlight on the app is a breakfast menu through which customers can pre-select their preferred breakfast selection during online check in and be served while comfortably seated in the customer lounge.

Separately, PML is exploring facial recognition capabilities to further enhance its processes and delivery of services.

Most comprehensive dealer footprint with service network expansion.

PML has embarked on its most significant network expansion to date, with innovative services to further enhance the ownership experience of its BMW customers. The company recently inaugurated a new contactless service centre in Ubi to cater to its growing customer base in the north-east of Singapore.

PML Contactless Service Centre at Ubi

The Ubi centre provides fuss-free key drop-off and collection, and afterhours servicing. It also offers complimentary green shuttle service, using electric vehicles, to nearby MRT stations, car pick-up and delivery, and airport transfer service.

Following the establishment of Ubi, PML recently opened its fourth service facility at Defu. The PML Defu Service Factory is a $3-million investment by PML that expands its aftersales ecosystem.

PML's Defu service factory

The 4,074sqm space is a mechanical service factory with body shop capabilities. It incorporates a smart aftersales portal to digitalise and improve the workflow for PML technicians. Together with the increased number of service bays, the PML Defu Service Factory is fully equipped to support the Aftersales needs of the growing BMW customer base.

PML now has the most comprehensive dealer network covering BMW owners’ needs island-wide through its four service facilities located in Alexandra, East Coast, Ubi and Defu. It plans to further increase their footprint as a commitment to deliver premium services to all BMW owners, no matter where they are in Singapore.

Exclusive events to elevate the ownership experience.

PML is poised to deliver even more unique and exclusive events to its customers. Its invite-only and signature lifestyle and sporting events will include driveaways to neighbouring cities as well as adventures under the Performance Motorsports Circle (PMC). PMC brings together motorsports enthusiasts who are passionate about high-performance vehicles and racing.

There will also be exciting activities for the large number of golf aficionados among its BMW customers. This will be through the Performance Motors Golf Association (PMGA) and other partnerships. For example, as the official automotive partner of the Business Times Corporate Golf League, PML is fielding various teams of its BMW customers to take part in the tournament.

Championing sustainability – Green Initiatives and more.

For embracing best practices in sustainability, PML was honoured with the overall grand prize at the Polaris Sustainability Awards by BMW Group Asia in 2023. It will continue to work with BMW to champion sustainable practices, as well as make green choices more accessible to its customers.

For example, PML will expand its outreach programme, such as the CEO Sustainability Challenge and electric vehicle workshops, to encourage more people to adopt electro-mobility.

PML's Plant-a-Tree Day in collaboration with NParks

This 45th anniversary year, there is another reason to celebrate as PML’s Green Initiative has reached its target of saving 1 million litres of water. The initiative involves getting customers to opt out of their complimentary car wash during the servicing of their cars. Since its launch in mid-2023, the initiative has saved around 3,500 car washes. In addition, PML will once again work with NParks to Plant-a-Tree for every 50 car washes saved this year.

PML 45 – Beginning of a new Performance Motors.

Mr Lawrence Tan, Managing Director of PML, said, “As Performance Motors turns 45, we are celebrating not only our legacy and heritage, but also seizing the opportunity to build an even more successful future, fuelled by our enduring partnership with BMW.”

“Today, customers choose Performance Motors because they trust us to deliver the finest BMW vehicles and best ownership experience. By embarking on this transformative journey, we are ensuring that we continue to exceed every customer’s expectations. As the #1 BMW dealer in Singapore, we will continue to lead the way. We have only just begun!”

Main picture: Lawrence Tan, Managing Director, Performance Motors Ltd

Other photos (courtesy of PML):

BMW cars on display at PML's Kampong Arang showroom

BMW cars on display at PML’s Kampong Arang pop-up showroom.

PML's pop-up showroom at Kampong Arang

A warm ambience at PML’s pop-up showroom.

PML's new contactless service centre at Ubi

The new PML Contactless Service Centre at Ubi.

PML's Defu service factory

PML’s Defu service factory.

Spray painting booths in PML's Defu service factory

Spray painting booths in PML’s Defu service factory.