World's first BMW M and BMW M Performance showroom relocates to Alexandra

BMW Group Asia and Performance Munich Autos have officially relocated the world's first BMW M and BMW M Performance dedicated showroom from 30 Teban Gardens Crescent to Singapore's prime automotive belt at 315 Alexandra Road. The new showroom is renamed Performance Munich Autos and will showcase both BMW M and BMW M Performance models. Performance Munich Autos is also showcasing for a limited time (by invitation only) the all new BMW M5, which made its world premiere in August 2017.

The new showroom covers approximately 418m² with a five-car display inclusive of three BMW M models (front) and two BMW M Performance models (back). One new addition to the showroom is the Individual Lounge where customers have a chance to individualise their cars in a comfortable and welcoming environment. The area is equipped with colour, trim and leather upholstery samples for easy reference.

Another new element in the showroom is the enhanced Delivery Suite, designed to provide a suspenseful and unforgettable handover experience for customers. Once the paperwork has been signed, customers are welcomed to the Delivery Suite where the lights are off and all that they can see is a personalised congratulatory message on their new purchase.

Soon after a short product video is shown, unveiling music is played while the lights are slowly turned on, first revealing a silhouette then revealing the entire car. An automatic door then opens and the handover process begins, after which the customer can directly drive the car out from the Delivery Suite and exit the showroom.

Key elements of the BMW Group's 'Future Retail' programme will also be incorporated into the new showroom to engage visitors and bring them on a new customer journey with BMW M. This includes new digital communication equipment, such as the Virtual Product Presentation (VPP) device to engaging with the first ever BMW M Genius (BMG).

The VPP enhances the sales experience for both the customer and showroom employee. Customers value BMW M and BMW M Performance models for their state-of-the-art technology and they are right to expect the same from their dealership. With a tablet app - known as the Mobile Customiser - and the VPP, this need is met and configuring a car turns into a real experience.

The Mobile Customiser enables car configurations to be transferred wirelessly onto a high-definition display in a highly realistic and detailed representation. Customers no longer have to rely on their imagination, or need to see in person, the colours, options, and packages they have chosen for their new BMW M or BMW M Performance model.

The BMW M Genius is a first for BMW M. The role of the BMG is to better support customers with in-depth product knowledge, as well as enable the customer to better utilise and configure products based on their particular needs. As the BMW M Genius needs to be mobile, he or she will be equipped with a tablet that allows for product configuration and in-depth explanation of features supported by visuals and film.

Furthermore, as the BMW M Geniuses do not have sales targets, customers interacting with them enjoy a pressure-free discussion, during which customers can take as much time as they like to find out about the BMW M and BMW M Performance vehicles.

BMW M and BMW M Performance customers can service their cars at the Sime Darby Business Centre at 315 Alexandra Road, an M-Competence Centre; the Sime Darby Performance Centre at 303 Alexandra Road; the East Coast Centre at 280 Kampong Arang Road; or at Munich Automobiles, which is located at 30 Teban Gardens Crescent.