1+1 Is More Than 2, Says BMW's Lars Nielsen On Singapore's Second Official BMW Dealer

Posted by James Wong
20 May 2022

BMW Group Asia made an unprecedented announcement that took industry observers by surprise: it has appointed Eurokars Auto Pte. Ltd. (Eurokars Auto) as the second official Dealer of BMW vehicles in Singapore.

Previously, Performance Motors Limited has been the incumbent dealer for the BMW brand in Singapore since 1979, staying basically unchallenged for some 43 years. There was Munich Automobiles in recent memory, the world's first dedicated BMW M dealer, but that was only for a select few of BMW’s high-performance cars, not its whole range. 

Starting 1 October 2022, Eurokars Auto will open its doors to customers in Singapore, offering the full range of vehicles, from the fully electric BMW i models to the high-performance BMW M models. It seems natural that they will sell BMW too, given they already represent MINI and Rolls-Royce Motor Cars. At this stage, there are no plans for Eurokars Auto to offer BMW Motorrad as well. 

When asked why it made this decision for a 2nd dealer, which is unheard of on our island given its geographical size, BMW’s Managing Director said: “We decided this following a review of our Singapore business. The intention is to offer more choice and to do what is best for customers. BMW likes competition and I truly believe that 1+1 will be more than 2.” 

He added: “This setup is not unusual for other BMW markets. Some Eastern European markets have similar sales volumes and also have multiple dealers.” 

Since BMW Group Asia will continue to operate as the importer of BMW vehicles, options and specifications of cars offered by both dealers are expected to be similar. Pricing by both dealers will also follow strict guidelines and so is expected to be equivalent. In terms of aftersales, cars bought through either dealer can be serviced by both dealers. 

Lars opined that it could be a ‘natural development’ that each dealer eventually finds their own niche. Given that this is the first-ever such setup in Singapore, where virtually all brands are represented by only one dealer, we are keen to see how this pans out. We are certain that competitors are too, before deciding to emulate a similar strategy. 

The Eurokars Auto BMW Dealership will be located at 11 Leng Kee Road. A full-fledged Service Centre will also be available for new and existing customers. Expansion plans, which will incorporate the BMW brand Retail Next design concept, are slated to launch next year at the Eurokars Group’s future headquarters located at 11 Kung Chong Road.

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