German luxury car and motorcycle maker BMW is expanding its dealership network in Thailand, the latest addition being a branch of long-time dealer Europa Motor in Thonburi.
BMW Group Thailand plans to increase the number of dealerships from the existing 17 to 23 by the end of the year, while the number of Mini dealers will be raised from the current six to 11. BMW Motorrad dealers, meanwhile, will be increased to from six to eight, according to company president Matthias Pfalz.
Europe Motor has been a BMW dealer for more than 25 years, with the first showroom being located in the Sam Yaek Faichai area.
“Europe Motor Praram 2 will be led by a new generation to continue their family’s excellence in both sales and service management,” he said.
“With our tried and true working processes that come from having clear and precise strategic coordination between our management and operations, we are able to utilise every inch of the Europa Motor Praram 2 showroom and demonstrate its highest potential,” said Europa Motor Praram 2 managing director May Pipatanantakurn. “This also allows us to recreate BMW’s world brand experience and offer it to all of supportive customers.”
He added: “We see the business expansion of this BMW authorized dealer on Rama II Road as essential support for our customers who live in Thonburi district. This has long been an area known as the gate to Bangkok from the southern part of Thailand and one of the most attractive communities for new business investments.”
Despite the “unusual circumstances” in the country, sales of premium automobiles, especially for Europa, have not been affected, said general manager for sales Monika Pipat-anankul.
“More importantly, we have strengthened the relationship with our customers through implementing a strong CRM programme that allows us to listen to and address the specific needs of our market and guide our customers in selecting the best model that fits their lifestyle. In addition, all our customers enjoy special privileges, including a family test-drive, make-up workshop and even a French cooking class with a celebrity chef,” she added.
The new branch has been built with investment of Bt80 million and has a staff of more than 30 people responsible for sales, marketing, and customer service. The showroom offers a wide range of modern technical analyses and maintenance equipment specifically designed for BMW vehicles.
Europa Motor Praram 2 also plans to expand services to include auto body repair and custom colour work.