Performance Motors launches the latest BMW showroom with full-fledged automotive services, bringing the first M Certified Showroom to the strategic area of Ratchapruek

  • Mr. Paul Chan Aing Sheng, Managing Director, Performance Motors Thailand
  • Mr. Paul Varley, Managing Director, Sime Darby Thailand
  • Mr. Jean-Philippe Parain, Senior Vice President Sales Region Asia-Pacific, Eastern Europe, Middle East and Africa, BMW Group
  • Mr. Ralf Hattler, Senior Vice President Customer Support, BMW Group
  • Mr. Alexander Baraka, President and CEO, BMW Group Thailand
  • Mr. Jeffrey Gan, Managing Director, Sime Darby Motors Southeast Asia

Nonthaburi. BMW Thailand has joined forces with Sime Darby Motors Thailand – through authorised BMW dealer Performance Motors (Thailand) Limited, 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 Group 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 only 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 or call

The BMW Group      
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading premium 
manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. The BMW Group production network comprises over 30 production sites all over the world; the company has a global sales network in more than 140 countries.      

In 2022, the BMW Group sold nearly 2.4 million passenger vehicles and more than 202,000 motorcycles worldwide. The profit before tax in the financial year 2022 was € 23.5 billion on revenues amounting to € 142.6 billion. As of 31 December 2022, the BMW Group had a workforce of 149,475 employees.

The success of the BMW Group has always been based on long-term thinking and responsible action. The company set the course for the future at an early stage and consistently makes sustainability and efficient resource management central to its strategic direction, from the supply chain through production to the end of the use phase of all products.

BMW Group Thailand      
BMW Group Thailand, a subsidiary of BMW AG, Germany, was established on the 3rd October 1998. The four entities of BMW Group Thailand are BMW (Thailand) Co., Ltd. with responsibility for wholesales & marketing of BMW Group products, BMW Manufacturing (Thailand) Co., Ltd. with responsibility for BMW and BMW Motorrad local production, BMW Leasing (Thailand) Co., Ltd. with responsibility for financial services offerings to both wholesale and retail customers, and BMW Parts Manufacturing (Thailand) Co., Ltd., with responsibility for supplying components for the assembly of BMW Motorrad vehicles at BMW Group Manufacturing Thailand’s Plant in Rayong.    

In 2022, BMW Group Thailand recorded a stable performance with 15,010 BMW and MINI registrations. A total of 13,572 BMW vehicles and 1,438 MINI vehicles were registered last year. BMW Motorrad Thailand maintained its performance in 2022 with 1,293 motorcycle registrations.    

On the production side, the BMW Group Manufacturing Thailand plant was founded on BMW Group’s strong belief in the growth potential of Asian markets and Thailand in particular with its unique location, strong manufacturing base, and ready supply of skilled automotive labour, being an automotive hub for ASEAN. On-going investment has been put into the expansion of plant Rayong in terms of assembling processes, aiming to meet growing customer demand. In addition, with approximately 4 billion Thai Baht representing the amount of annual purchasing in Thailand, the BMW Global Purchasing office has been established in Thailand. This is to source various components from local suppliers in Thailand and the broader ASEAN region, in order to supply the entire BMW production network over 30 production sites worldwide.      

BMW Group Manufacturing Thailand produces the following 18 models: BMW 2 Series, BMW 3 Series, BMW 5 Series, BMW 7 Series, BMW X1, BMW X3, BMW X5, BMW X6 and BMW X7. For BMW Motorrad, the BMW F 900 R, BMW
F 900 XR, BMW F 750 GS, BMW F 850 GS, BMW F 850 GS Adventure, BMW R 1250 GS, BMW R 1250 GS Adventure, BMW S 1000 R and BMW S 1000 RR are also locally assembled at the plant. In addition, BMW Group Manufacturing Thailand now assembles five BMW plug-in hybrid models; BMW 330e, BMW 530e, BMW X3 xDrive30e, BMW X5 xDrive45e and BMW 750e xDrive M Sport.
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