Performance Motors Limited leads Singapore’s luxury automotive market through innovation and delivering unparalleled customer experiences.

Established in 1979, Performance Motors Limited (“PML”) has been synonymous with BMW in Singapore, serving as its long-time exclusive dealer. Over four decades, PML established industry benchmarks enroute to becoming a market leader. Adapting to regulatory shifts, including the introduction of the Certificate of Entitlement (COE) system in 1990 – a policy that reshaped Singapore’s automotive landscape - PML showed resilience, recalibrating its strategies to stay ahead.

Mr Lawrence Tan, Managing Director of Performance Motors Limited

In an evolving market, PML has continuously refined its approach to meet changing customer demands, cementing its role as a driving force in premium mobility. Despite the arrival of a second BMW dealer in 2022, PML capitalised on the opportunity to sharpen its competitive edge. With the appointment of Managing Director Mr Lawrence Tan in January 2023, PML launched the Drive for 1 strategy. Envisioned as an ambitious plan to reinforce the company’s leadership in BMW sales and service excellence, its implementation coincided with the company’s 45th anniversary in 2024, marking a new era of expansion and innovation.

RETAIL AND SERVICE TRANSFORMATION

PML has long endeavoured to redefine automotive retail and aftersales services, investing heavily in customer convenience. In 2023, it expanded its service network with Singapore’s first contactless service centre in Ubi, designed for efficiency and accessibility. This was followed by the opening of the PML Defu Service Factory, a cutting-edge facility that optimised servicing workflows to provide advanced body repair capabilities.

Complementing its established service locations in Alexandra Road and East Coast, these additions reinforced PML’s BMW service network as Singapore’s most comprehensive. Additionally, the launch of Fast Track servicing - which completes work in just 90 minutes – along with After-Hours Servicing, offered BMW owners greater flexibility. PML also introduced Contactless Key Drop Lockers and a complimentary EV shuttle service to transport hubs such as MRT stations and Changi Airport, further enhancing customer convenience.

More than a traditional dealership, this flagship space was designed as a lifestyle destination, combining immersive vehicle displays, exclusive lounges, curated retail experiences, and premium hospitality.

A major retail milestone came in September 2024 with the opening of the BMW Retail. Next showroom - Singapore’s largest spanning over 100,000 square feet. More than a traditional dealership, this flagship space was designed as a lifestyle destination, combining immersive vehicle displays, exclusive lounges, curated retail experiences, and premium hospitality.

PERSONALISED OWNERSHIP EXPERIENCES

To extend luxury automotive ownership beyond the showroom floor, PML sought to enrich the customer journey through its 3Ts philosophy – Team, Touchpoints, and Technology. This approach ensured that every interaction with customers resonated deeply with their lifestyles, fostering long-term brand loyalty.

The Performance Motors Golf Association champions the game of golf among BMW owners

Recognising the deep connection between BMW ownership and lifestyle pursuits, PML actively nurtures customer communities. The Performance Motors Golf Association (PMGA) hosts local and international tournaments, reinforcing BMW’s prestige among golf enthusiasts. Meanwhile, Escape the City road trips allow BMW owners to explore scenic routes across Malaysia, fostering engagement beyond city limits. Gastronomy also emerged as a key engagement pillar, with PML curating bespoke dining experiences, including the PML Culinary Experience (exclusive omakase-style dinners), while the PML café offers signature breakfasts for service customers - elevating customer service hospitality.

The heart of the showroom is the PML café which serves up various culinary delights

Through curated experiences, PML demonstrates its dedication to fostering rich connections between customers and the brand. Catering to motorsport aficionados, PML’s Performance Motorsports Circle (PMC) serves as an exclusive platform for high-performance vehicle enthusiasts and racing events. And through BMW Motorrad, riders embark on long-distance road trips that stretch as far as northeastern Thailand, giving owners a chance for an immersive motoring journey.

PML’s large team of BMW certified technicians ensures safe and proper servicing

THE ROAD AHEAD-INNOVATION AND SUSTAINABILITY

PML’s commitment to digitalisation is reflected in its seamless integration of cutting-edge technology into the customer experience. Its facial recognition system ensures secure, contactless access to the exclusive Performance Lounge, while Automated Number Plate Recognition boosts vehicle servicing efficiency with real-time tracking. And with the Sime Motors SG OneGo app, customer accessibility is enhanced through features which allow them to book appointments, request test drives, and manage Smart Key Drop Locker transactions with ease.

Beyond innovation, PML is equally dedicated to sustainability. Embracing Singapore’s Green Plan 2030, the company has actively geared up toward vehicle electrification.

In that same vein, 2023 saw PML earn the Polaris Sustainability Awards Grand Prize, acknowledging its leadership in environmental initiatives. Through the PML Green Initiative, customers are encouraged to opt out of car washes, promoting water conservation. Employees also actively participate in NParks’ Planta-Tree programme, supporting Singapore’s green urban strategy. Within its showrooms, PML ensures that furnishings align with BMW’s sustainability standards, while all energy consumption is offset through Renewable Energy Certificates.

PML plants a tree for every 30 car washes that customers opt out of to save water

The addition of a Sky Garden, supported by NParks’ Skyrise Greenery Incentive Scheme, enables fresh produce harvesting for PML’s farm-to-table dining concept, reinforcing its eco-conscious vision.

With continuous innovation and an unwavering commitment to customer-centric excellence, PML remains Singapore’s preferred BMW dealer. As it drives towards the future, it honors its legacy while embracing the next phase of mobility – one defined by technological advancement, personalised luxury, and sustainability.