Performance Motors brings the first BMW and MINI showroom and service centre to Ayutthaya and nearby provinces
Ayutthaya. . BMW Group Thailand, in collaboration with authorised BMW dealer Performance Motors (Thailand), under Sime Darby Motors, expands its presence in central Thailand with
the opening of a new full-fledged showroom in Ayutthaya. With the investment of THB 340 million,
the Performance Motors Ayutthaya is embracing with the “Retail Next” concept, emphasising customer service excellence. The facility features a distinctive design incorporating red brick elements, paying homage to Ayutthaya’s artistic heritage. Spanning over 5.5 rai, the showroom offers a comprehensive range of BMW and MINI models, alongside a certified body and paint centre, delivering an unparalleled level of service to BMW and MINI enthusiasts in Thailand.
Mr. Rene Gerhard, President and CEO of BMW Group Thailand, said, “Performance Motors has been a key partner in our shared success in the Thai automotive market for many years. This expansion into central Thailand marks a significant milestone, allowing us to better serve MINI and BMW afficionados in Ayutthaya, Saraburi, Singburi, and Ang Thong provinces. Customers will enjoy greater access a wide range of vehicle selection and full-service offerings more conveniently. We are confident that Performance Motors Ayutthaya will deliver an excellent end-to-end experience to customers, from test drive experience and after-sales services to tailored vehicle options for both BMW and MINI that meet each customer needs.”
Performance Motors Ayutthaya is the fifth full-fledged showroom for BMW and MINI vehicles under Performance Motors (Thailand) after launching a full-fledged facility with its first BMW M Certified Showroom in Ratchapruek last year. Performance Motors currently operates 4 BMW showrooms, and service center. 1 MINI showroom, 2 BMW Premium Selection outlets and 3 BMW Certified Body and Paint Centres
in Thailand. Designed with the “Retail Next” concept and incorporating Ayutthaya’s world heritage through exposed red brick interiors, the facility spans over 5.5 Rai (8,800 square metres). The showroom and office area covers 1,800 square metres, accommodating up to 10 display vehicles.
The BMW and MINI Certified Body and Paint Centre, spanning 2,200 square metres, can provide repair and refinishing services up to 4 vehicles simultaneously, with a daily capacity of 12 vehicles.
Mr. Paul Chan Aing Sheng, Managing Director of Performance Motors (Thailand) Co., Ltd. said,
“At Performance Motors, our customers have always been our top priority, as we have been consistently delivering products and services that exceed customers’ expectations. Today, we are delighted to launch Performance Motors Ayutthaya, expanding our reach beyond Bangkok for the first time and it is also the first time that we are bringing the MINI brand experience closer to customers across four provinces. This strategic move enhances our ability to offer comprehensive products and services to both BMW and MINI customers. Since 2021, we have invested a total investment of one billion baht, reflecting our confidence and commitment to the BMW Group in Thailand. With our long-standing experience as an authorised BMW dealer, superior standards, and a team of automotive experts, we are confident that Performance Motors will continue to drive strong growth for both our company and the BMW Group in Thailand.”
Performance Motors Ayutthaya is ready to welcome customers from today onwards, located at 9/99 Moo 7, Tambon Ban Krot, Bang Pa-in, Phra Nakhon Sri-Ayutthaya 13160. For more information, contact 0-3588-0999, email info@bmw-performancemotors.com, or visit www.bmw-performancemotors.com.
The BMW Group
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. The BMW Group production network comprises over 30 production sites all over the world; the company has
a global sales network in more than 140 countries.
In 2023, the BMW Group sold over 2.55 million passenger vehicles and more than 209,000 motorcycles worldwide. The profit before tax in the financial year 2023 was € 17.1 billion on revenues amounting to € 155.5 billion. As of 31 December 2023, the BMW Group had a workforce of 154,950 employees.
The success of the BMW Group has always been based on long-term thinking and responsible action. The company set the course for the future at an early stage and consistently makes sustainability and efficient resource management central to its strategic direction, from the supply chain through production to the end of
the use phase of all products.
BMW Group Thailand
BMW Group Thailand, a subsidiary of BMW AG, Germany, was established on the 3rd October 1998. The four entities of BMW Group Thailand are BMW (Thailand) Co., Ltd. with responsibility for wholesales marketing of BMW Group products, BMW Manufacturing (Thailand) Co., Ltd. with responsibility for BMW and BMW Motorrad
local production, BMW Leasing (Thailand) Co., Ltd. with responsibility for financial services offerings to both wholesale and retail customers, and BMW Parts Manufacturing (Thailand) Co., Ltd. with responsibility for supplying components for the assembly of BMW Motorrad vehicles at BMW Group Manufacturing Thailand’s plant in Rayong.
In 2023, BMW Group Thailand recorded a stable performance with 15,477 BMW and MINI registrations. A total of 14,128 BMW vehicles and 1,349 MINI vehicles were registered last year. BMW Motorrad Thailand maintained its performance in 2023 with 1,079 motorcycle registrations.
On the production side, the BMW Group Manufacturing Thailand plant was founded on BMW Group’s strong belief in the growth potential of Asian markets and Thailand in particular with its unique location, strong manufacturing base, and ready supply of skilled automotive labour, being an automotive hub for ASEAN.
On-going investment has been put into the expansion of plant Rayong in terms of assembling processes, aiming to meet growing customer demand. In addition, with approximately 4 billion Thai Baht representing the amount of annual purchasing in Thailand, the BMW Global Purchasing office has been established in Thailand. This is to source various components from local suppliers in Thailand and the broader ASEAN region, in order to supply
the entire BMW production network over 30 production sites worldwide.
BMW Group Manufacturing Thailand produces the following 18 models: BMW 2 Series, BMW 3 Series, BMW 5 Series, BMW 7 Series, BMW X1, BMW X3, BMW X5, BMW X6 and BMW X7. For BMW Motorrad, the BMW F 900 R, BMW F 900 XR, BMW F 750 GS, BMW F 850 GS, BMW F 850 GS Adventure, BMW R 1300 GS, BMW R 1250 GS Adventure, BMW S 1000 R, and BMW S 1000 RR are also locally assembled at the plant. In addition, BMW Group Manufacturing Thailand now assembles five BMW plug-in hybrid models; BMW 330e, BMW 530e, BMW X3 xDrive30e, BMW 750e xDrive, and BMW M760e xDrive.
For further information, please contact:
BMW Group Thailand
1397
www.bmw.co.th
www.mini.co.th
www.bmw-motorrad.co.th
Media Contacts: Carl Byoir Associates
Sorawis Jumnansilp (08-1494 9339)
Jirawat Akachan (09-3636-1241)
Suthatip Bunsaeng (08-7685-1695)
bmwpressth@carlbyoir.com
