BMW Thailand joined forces with Performance Motors, a BMW authorised dealer, to introduce
Performance Motors Ratchapruek, the new full-fledged dealership and service centre with M Certified showroom and BMW Premium Selection designed under the ‘Retail Next’ concept to welcome customers in Ratchapruek and its neighbouring areas. The official launch was recently joined by Mr. Jean-Philippe Parain, Senior Vice President Sales Regions Asia-Pacific, Eastern Europe, Middle East and Africa, BMW Group, and Mr. Jeffrey Gan, Managing Director, Sime Darby Motors Southeast Asia along with the executives.
In the photo, from left
1. Mr. Mr. Paul Anthony Varley, Managing Director, Sime Darby Motors Thailand
2. Mr. Mr. Jeffrey Gan, Managing Director, Sime Darby Motors Southeast Asia
3. Mr. Mr. Ralf Hattler, Senior Vice President Customer Support, BMW Group
4. Mr. Mr. Jean-Philippe Parain, Senior Vice President Sales Regions Asia-Pacific, Eastern Europe, Middle East and Africa, BMW Group
5. Mr. Mr. Alexander Baraka, President and CEO, BMW Group Thailand
6. Mr. Mr. Paul Chan Aing Sheng, Managing Director, Performance Motors
7. Khun Jariya Koonlinthip, Chief Executive Officer, BMW Financial Services Thailand
Nonthaburi. BMW Thailand has joined forces with Sime Darby Motors Thailand – through authorised BMW dealer Performance Motors, to launch Performance Motors Ratchapruek, bringing the latest BMW M Certified showroom to Ratchapruek and nearby areas. The latest showroom offers a full-fledged dealership experience and premium automotive services as well as BMW Premium Selection and depicts the new customer retail concept – ‘Retail Next’.
‘Retail Next’ enables a customer-oriented and seamless phygital journey – the integration of physical and digital customer’s journey while delivering unique and personalised experiences in a showroom that boasts a cutting-edge yet cosy design.
Mr. Alexander Baraka, President and CEO of BMW Group Thailand, said: “On behalf of BMW Thailand, I would like to congratulate BMW Performance Motors on the successful opening of the new full-fledged showroom Performance Motors Ratchapruek, which will definitely become a prime destination for world-class products and premium automotive services from BMW, especially the curation of the M certified showroom, which encapsulates the dynamic and fascinating BMW M brand – as well as BMW Premium Selection and our certified used cars – offering confidence, comprehensive support and complete peace of mind for customers in Ratchapruek and its neighbouring areas.”
“In alignment with BMW’s commitment to delivering customers the ultimate satisfaction, service excellence, and Sheer Driving Pleasure, we are confident that this latest addition, featuring an even more holistic design concept, with the long-standing professional portfolio of Performance Motors, will elevate the seamless experience with more digitalised and personalised journeys in a more relaxed atmosphere for customers in nearby areas.”
Mr. Paul Chan Aing Sheng, Managing Director, Performance Motors, commented: “With over 400 million baht in total investment, the opening of the Performance Motors Ratchapruek showroom reinforces our commitment as a trusted BMW authorised dealer. The expansion of this newly launched showroom will provide convenience and access to the finest BMW automotive products and world-class services to customers in Thailand.
“Apart from the impressive M Showroom, another highlight of Performance Motors Ratchapruek is its holistic design, which was carefully crafted to bring more comfort and an atmosphere that resembles a cosy living room, while professionally responding to ever-changing customer needs through a digitalised experience.
“We are ready to welcome BMW customers with our over-and-above standard BMW dealership, product experts for all BMW models including the BMW i series, experienced after-sales service, and BMW Premium Selection to the Performance Motors Ratchapruek showroom.” –
Performance Motors Ratchapruek is built under the ‘Retail Next’ concept, originating from BMW Germany. The showroom offers a relaxed atmosphere – as if one is sitting on a couch in a living room, admiring the refreshing houseplants – a perfect setting as a co-working space with beverages, lunch, and snacks to welcome customers. The customer-oriented design, brought in to create a unique and personalised experience, is yet another highlight. While the vehicles are smartly displayed and customers can easily interact with them, the car delivery area is arranged to provide more privacy, with sofa sets and television to cater for the special day. In addition, the private sales advisor cubicles are also available to provide privacy, elevating the seamless ‘phygital’.
The Performance Motors Ratchapruek showroom and service workshop spans an area of five rai (8,000 m2), of which, the main building is located on 5,300 m2 of land. The service workshop consists of 12 mechanical work bays that can service up to 36 vehicles per day, while a BMW Certified Body and Paint Centre can handle up to 80-100 cars per month. The showroom can accommodate a total of ten vehicles on display, including two M vehicle display areas. Over 50 staff are now ready to welcome customers in the first year of service and this will gradually increase to a total of 75 staff in the final phase of the project expansion.
Performance Motors Ratchapruek is located at 119 Moo 1, Ratchapruek Road, Om Kret, Pak Kret, Nonthaburi, 11120. Customers can make a service appointment in advance via www.bmw.co.th or call 02-195-0999.
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