Demand within the high-performance automobile segment is on the
increase, as are the expectations of customers: BMW M is reacting
accordingly with its trade organization by expanding its worldwide
network of exclusive showrooms. During the last four years, the number
of BMW M certified dealers has doubled worldwide to 850 businesses.
The latest example of this is the exclusive location “Performance
Munich Autos” in Singapore, where BMW M and BMW M Performance models
are offered in addition to M specific workshop services.
“The BMW M brand is celebrating its 45th anniversary and we have been
constantly building on your success. 2016 was a record year for BMW M
with sales of 67,900 vehicles, and this year too we have grown
significantly. Up until the end of November 2017, BMW M sold
significantly more BMW M and BMW M Performance models than during the
entire business year 2016. By the end of the decade, we will exceed
the mark of 100,000 vehicle sold,” explains Peter Quintus, Vice
President of Sales and Marketing at BMW M on the occasion of the
official opening of Performance Munich Autos.
“The new showroom reflects the dynamic character of the BMW M brand
and fulfils the wish of many customers for an exclusive retail
experience,” adds Paul de Courtois, Managing Director, BMW Group Asia.
With a total area of 4,500 square metres, the new showroom
exclusively showcases BMW M models and two BMW M Performance models.
An Individual Lounge has been integrated where customers have the
possibility to individualise their cars according to their very own
wishes. The area is equipped with samples of colours, applications
and leather upholstery for easy reference.
There is also an attractively designed Delivery Suite that offers an
unforgettable handover experience for customers. Once the paperwork
has been signed, customers are welcomed to the Delivery Suite where
the lights are off. There, they first see a personal message
congratulating them on their new purchase, followed by a corresponding
product video. Finally, the room is gradually illuminated until the
customer’s vehicle stands completely in the spotlight. Following the
personal handover, the customer can drive his or her new car directly
out of the Delivery Suite.
In the new showroom, key elements of the BMW Group’s Future Retail
Programme meet the exclusive world of BMW M. High-class showroom
furnishings, exclusively equipped vehicles and innovative digital
communication tools such as the Virtual Product Presentation (VPP)
offer customers and showroom employees alike a whole new sales
experience. With the M Mobile Customiser App developed exclusively for
tablets, even vehicle configuration becomes an impressive experience.
The Mobile Customiser enables vehicle configurations to be transferred
wirelessly onto a high-definition display in a highly realistic and
detailed representation – including colours, equipment options and
packages for the specific BMW M or BMW M Performance model. The
customer is assisted by a specially trained BMW Product Genius.
The new showroom in Singapore is path-breaking. We will continue to
push ahead with this concept and, of course, also further increase the
number of certified dealers worldwide,” explains Peter Quintus.