For many car dealerships, the sales ends when the car leaves the shop. Not a Performance Motors Ltd (PML). As the longer-serving of two BMW authorized dealers in Singapore, PML continues its customer engagement long after a sale is made.

“Our customer engagement philosophy can be summed up in three words – People. Magic. Loyalty. It simply means ‘People delivering Magic, builds Loyalty’,” says Mr Lawrence Tan, Managing Director of PML. “At PML, we don’t just sell cars; we see ourselves as in the People business. Both our employees and customers are integral parts of this business.

This instills the passion in our employees to always do their utmost to care for our customers and their BMWs, and strengthen our relationship with them. “Beyond the showroom, we build meaningful connections with our customers by curating experiences that align with their lifestyle passions, such as golf, driving, and food. This commitment has helped us build a loyal community of BMW enthusiasts who continue to come to PML as their trusted dealer of choice.”

One of the key ways by which PML connects with their clients is through golf. Taking a step beyond the ad hoc golf game at a local golf club, PML established Performance Motors Golf Association (PMGA) in 2011. “We wanted to focus our efforts in cultivating a vibrant community of golf enthusiasts among our BMW owners in Singapore and strengthening our relationship with them through this shared passion,” Mr Tan continues.

Since it began, PMGA has curated highly anticipated PMGA Overseas Golf Trips at least once a year. Recent destinations included Bangkok, Thailand in 2023, and Hainan, China in 2024. From 25 to 29 March this year, PMGA took a group of enthusiastic golfers – several of who have participated in past trips – to Guangzhou, China. The itinerary included golf at Royal Orchid International Golf Club, Henan Golf Club, and Foison Golf Club, accommodations at the sparkling Conrad Guangzhou, and unique dining experiences throughout the week.

“Many BMW owners in Singapore share a passion for golf,” Mr Tan shares. “PMGA was established to deepen our engagement with this community. Our goal has always been to connect BMW enthusiasts through regular golf activities, providing them with an avenue to network, compete, and enjoy the game together. PMGA offers a premium golfing experience tailored to our customers, with a mix of social rounds and tournament play to cater to golfers of all skill levels. As PMGA evolved, we have introduced more competitive elements to elevate the experience.

“For example, as the official automotive partner and Hole-in-One sponsor for The Business Times Corporate Golf League for the second year running, PML has fielded 16 BMW owners to represent BMW and our PMGA golfing community. These golfers were shortlisted through our own PML pre qualifying round to take part in the league. This fosters a spirit of friendly competition and camaraderie while strengthening their sense of identity with the PML brand. “For this PMGA Guangzhou trip, the three winners of our tournament round – Men’s (I & II), and Women’s – were each awarded membership to the exclusive BMW Golf Cup Invitational, raising the stakes and prestige of the event.”

More than a dozen BMW owners participated in the PMGA Guangzhou trip this year. Needless to say, no expense was spared to make sure that the trip offered the best every step of the way. From the specially designed golf shirts for each of the three rounds of golf, to the flawless transfers in a luxury bus, no detail was left unattended. The meticulous organisation didn’t come by chance. “Together with the PML Marketing team, we conduct a recce to ensure that every aspect of the trip meets our standards,” reveals Mr Eddie Ho, Sales Manager at
PML, and unofficial “Golf Director” of PMGA.

“This is especially important as many of our customers are well-travelled golfers who expect a premium experience. From evaluating the golf courses to the dining options, we personally experience everything before finalising the programme. We also provide each participant with an exclusive golfer’s pack, which includes specially designed attire and welcome gifts to enhance their experience.” Needless to say, dinners planned in Guangzhou were worth the price of admission themselves.

On the first night, guests were treated to a deliciously planned Cantonese meal at Jin Gu, located in the historically significant restored neighbourhood of Hwang Pu. The meal included a wine tasting of labels from China, but the restaurant also flew in a wine expert to educate the group on Chinese wine.

Dinner the next evening was at One Pengrui, the ultra-exclusive, luxury condominium project in Guangzhou. Opening this year, the project combines commercial, retail and residential spaces overlooking the Pearl River. Dinner at the development’s Culture House was a memorable occasion with the entire group of over 20 people sitting around a single round table.

Mr Ho and his marketing team at PML, together with event organisers PlanTrip, selected three of Guangzhou’s best golf clubs for the trip. Each was chosen not only for their quality golf courses, but also for the experiences before and after the rounds. The week started at Royal Orchid International Golf Club, with its impressive clubhouse that could have passed off as a modern art museum. The resort style course with its wide fairways was just the thing to warm up the group.Golf got a bit more challenging at Heshan Golf Club the next day. The hilly terrain of the course put a premium on the short game.

Regardless of the score, the sumptuous hot baths were the best medicine for a trying round and aching muscles. The week ended with a tournament round at the Foison Golf Club. The lovely lunch buffet was just the thing to spend time at given the slight weather delay.

When play started, the golfers were treated to a highly undulating and challenging layout that included winding fairways, and tricky green complexes. Mr Xavier Tay won the Men’s Category I, Mr Richard Ng took the Men’s Category II, and Ms Dily Ng came out tops in the Ladies Category. All three winners also won specially designed PMGA golf bags, and qualify for the BMW Golf Cup Singapore finals to be held later this year. Mr Richard Ng also won the Longest Drive in the tournament round at Foison Golf Club, while Mr Elvin Lim hit his tee shot closest to the hole in the Nearest To Pin contest.

The successful PMGA Guangzhou Golf Trip was just the latest example of how PML continues to build rapport with its customer base.
“The Singapore automotive market is highly competitive,” continues Mr Tan.

“For PML to differentiate ourselves and futureproof our business, we constantly innovate to create meaningful experiences that resonate with our customers’ evolving lifestyles. Our PML philosophy thus translates into initiatives such as the PMGA trips, our Escape the City overseas drive trips, and our Performance Motors Culinary experiences. These are designed to
reinforce BMW as more than just a car brand, and PML as more than just a dealer. We are a dynamic lifestyle community.

“By strengthening our connections through such activities, we ensure that our customers will continue to choose PML not just for their BMW cars, but for the exceptional journey that we will bring them along.”