Located at the forefront of Singapore’s automotive scene, Performance Motors has long been synonymous with excellence in luxury car service, particularly for BMW enthusiasts.
With a legacy spanning 45 years, Performance Motors is more than just a dealership; it is a bastion of innovation, customer-centric service, and sustainability efforts.
PML provides tailored support for the diplomatic community, from managing tax exemptions on vehicle purchases to offering specialized services like armored cars.
In this exclusive interview with Diplomatic Network (Asia), Performance Motors, a DNA member, shares how they continue to redefine the BMW experience in Singapore through tailored services, advanced technology, and their commitment to green practices.
How does Performance Motors define “performance” in relation to your business and services?
Performance Motors have held firm to our core principles of the 3Ts that define us as the BMW dealer of choice. These principles also encapsulate our motto of “Where Performance Matters.”
Team:
From our sales consultants to our BMW-certified technicians, our team is united by a shared mission to ensure that the customer’s experience with us is nothing short of exceptional.
Technology:
We use technology to deliver more personalized experiences and greater convenience to our customers. These include a new mobile app that makes it easier to perform online service check-ins and car key drop-off and collection.
Touchpoints:
Whether it is transforming the retail experience, raising our aftersales service level, or organizing exclusive drive aways and golf activities, we make sure that we surpass our customers’ expectations and enjoyment.
How does Performance Motors cater to the specific needs of diplomats?
Performance Motors pride ourselves on providing unparalleled luxury automotive services tailored to the diverse needs of our customers, including the diplomatic corps in Singapore.
We recognize the significant contributions of the diplomatic missions in Singapore to maintaining and enhancing bilateral and international relations. At the same time, diplomats and high-ranking government officials also require, not only a vehicle, but also a seamless and sophisticated automotive experience that reflects their status and which meets their discerning tastes.
Performance Motors has a dedicated in-house team catering to the needs of these distinguished customers. We are well-versed with the entire vehicle purchase chain. A key aspect is working with Singapore Customers for vehicle purchases as diplomatic missions are exempted from vehicle duties and taxes in Singapore. We manage the paperwork and process seamlessly, ensuring a hassle-free experience for our diplomatic customers.
Moreover, we understand that the needs of diplomatic missions sometimes extend beyond standard luxury vehicles. For example, our team stands ready to accommodate special requests, such as the provision of BMW Protection Vehicles, or armored vehicles.
Could you provide some examples of innovative programs?
We understand that many of our customers have very busy lifestyles. We make sure that we have their back with new and exclusive arrangements to help them manage their time.
For example, we have a PML Fast Track* program where customers can have their BMW cars serviced within 90 minutes. It covers any of the following: engine oil change, air filter replacement, and microfilter replacement. If we take longer than that to service the car, we will give it a complimentary grooming service.
We have also a complimentary Eco-Shuttle Service to the nearest MRT stations from our service centers. This includes a free airport eco-shuttle service available exclusively for customers servicing their BMWs at our East Coast Centre and Ubi Contactless Centre.
For customers who cannot make it for servicing appointments during the day, we offer After-hours Servicing. This is available from 19h00 – 21h00, Monday to Thursday.
One of the more innovative initiatives we have launched is our Grab & Go Breakfast. When customers complete their online check-in for car servicing, they can also choose a breakfast box. When they drop off their car keys, they can then grab the breakfast they have ordered and be on their way.
What strategies does Performance Motors use to continuously improve the BMW experience for customers?
Performance Motors has been synonymous with the BMW brand for the last 45 years in Singapore and no one knows the BMW brand better than we do.
With our 45th anniversary, we have embarked on a transformative retail journey and service network expansion to deliver new levels of excellence in terms of customer experience, product and aftersales expertise, as well as customer engagement and loyalty.
Retail Transformation – Largest Retail.Next showroom in Singapore: We are transforming our 6,800 square meter flagship showroom at 303 Alexandra Road into the largest BMW Retail.Next space in Singapore. This is expected to be fully completed in the third quarter of 2024.
The BMW Retail.Next concept emphasizes a seamless blend of the phygital (physical and digital) space to prioritise customer-centric experiences, from the consultation stages to hospitality, and through to the purchasing and aftersales processes.
Service Network Expansion – Bringing convenience closer to customers: In December 2023, we opened a new Contactless Centre in Ubi to cater to our growing customer base in the northeast of Singapore. It provides fuss-free key drop-off and collection, and after-hours servicing. It also offers complimentary eco-shuttle service to nearby MRT stations and the airport, as well as car pick-up and delivery.
We have also launched our fourth service facility in Defu. This SGD3 million investment is a mechanical service factory with body shop capabilities. With the increased number of service bays, the service factory is fully equipped to support the aftersales needs of our growing BMW customer base.
Exclusive Events – Elevating the ownership experience: Performance Motors has intensified our customer engagement activities, especially those revolving around customer passion points such as golf and driving.
Under our Performance Motors Golf Association, we organise regular golf events and overseas golf trips. We also partner like-minded companies with sponsorship deals. For example, we were the official automotive partner for The Business Times Corporate Golf League 2024. We also fielded 16 BMW owners to represent Performance Motors and BMW in the tournament.
The drive experience is important to our customers. Hence, we have been organising road trips to nearby cities. These include driveaways to Muar and Penang for our BMW and BMW M customers. Our BMW Motorrad team has also organised road trips to West Malaysia and Northeastern Thailand.
For customers who are motorsports enthusiasts, they can expect upcoming adventures as we rejuvenate our Performance Motorsports Circle.
Use of Technology – Digitalisation to deliver seamless services: Digitalisation is a big push for Performance Motors as we use and adapt technologies from other industries to elevate our customer experience. For example, it could be as simple as the use of QR codes in our showroom café to help customers order refreshments from their tables.
We have also launched a new mobile app, SDM SG OneGo, to help time-starved customers to get things done quickly. Whether a customer is searching for a dream car, scheduling maintenance, exploring financing options, seeking roadside assistance or sending their RSVP for our exclusive events, these can be easily accessed via the app.
PML Green Initiative – Championing sustainability:
PML has been working to make green choices more accessible to our customers.
A major push for sustainable practices is our PML Green Initiative. As part of this, we have been encouraging customers to opt out of the complimentary car wash during the regular servicing of their cars. This has helped to reduce water wastage. Since its launch in mid-2023, our Green Initiative has saved more than 1 million litres of water!
We are also working with the Singapore National Parks Board to Plant-a-Tree for every 30 car washes saved. As a result, we have planted 100 trees to date.
Another major push is our green outreach programme. Under our CEO Sustainability Challenge, we encourage corporate leaders to test out some of our BMW electric models to see how well suited these are for their lifestyles. We also organise regular electric vehicle educational workshops, as well as visit some of our schools to help the younger generations better understand electro-mobility.
