BMW Group Malaysia Appoints Pendragon Auto For East Coast Malaysia

(From left to right) - Mr Sashi Ambi, Corporate Communications Manager, BMW Group Malaysia, Mr Geoffrey Briscoe, Managing Director, BMW Group Malaysia, Azri Aziz, Managing Director of Pendragon Auto, Fedric Chin, Executive Director (Dealer Principal) of Pendragon Auto at the launch of Pendragon Auto Sdn Bhd.

BMW Group Malaysia introduced Pendragon Auto Sdn Bhd – the newest member to its dealership network in Malaysia. Occupying the premises once operated by Auto Bavaria along Jalan Teluk Sisik in Kuantan, Pendragon Auto will provide comprehensive 4S (Sales, Service, Systems and Spare-parts) facilities to customers throughout the East Coast of Malaysia.

The concept and architecture of the new Pendragon Auto centre also reflects the essence of the BMW brand and complies with its stringent international-class standards and specifications. The new dealership houses a sales office, lounge area, lifestyle café, BMW Premium Selection area and a display area that can hold up to 11 cars.

Mr Geoffrey Briscoe, Managing Director, BMW Group Malaysia at the launch of Pendragon Auto Sdn Bhd

Welcoming Pendragon Auto to the BMW Group network, Geoffrey Briscoe, Managing Director of BMW Group Malaysia said, “Pendragon Auto is a fine example of enthusiastic entrepreneurship, an essential quality that BMW looks for in its dealerships. We believe Pendragon Auto’s professional management, combined with its discerning business sense and a commitment to customer service will serve as a valued addition to BMW’s dealership network and strengthen our presence in the Malaysian East Coast.”

Briscoe added that the new dealership’s foray into the business of representing the BMW car brand could not have arrived at a better time with BMW Group Malaysia’s recent introduction of the new BMW 5 Series, BMW X5 and BMW X1. With BMW Group Malaysia sales to date already surpassing performance of the previous year, the breadth of the new BMW vehicles available are set to drive BMW Group Malaysia’s business even further in the third and fourth quarter of 2010.

Mr Azri Aziz, Managing Director of Pendragon Auto at the launch of Pendragon Auto Sdn Bhd.

Reiterating Pendragon Auto’s commitment to BMW customers in the East Coast of Peninsular Malaysia, Azri Aziz, Managing Director of Pendragon Auto said, “Through this partnership with BMW Group Malaysia, we at Pendragon Auto seek to combine our commitment to providing premium quality BMW products and services with the wealth of knowledge and experience which we have inherited from Auto Bavaria, who have successfully managed the 4S Centre in Kuantan for the past four years and to further develop and improve the BMW business through the delivery of outstanding services to our customers in these parts of Malaysia.”

Azri further added that the team behind Pendragon Auto are very passionate about cars with particular expertise in the premium automotive business. The organisation was established in May 2010 for the sole purpose of becoming an authorised BMW representative that also serves as a BMW Premium Selection dealership, ensuring customers a holistic premium brand experience.

Mr Fedric Chin, Executive Director (Dealer Principal) of Pendragon Auto.

“As a market, Kuantan and the Malaysian East Coast have shown significant potential for growth as more and more customers seek cars in the premium segment. Moving forward we anticipate up to a 20% market growth over the next year” said Azri.

The introduction of Pendragon Auto is another achievement in BMW Group Malaysia’s ongoing strategy of expanding its dealership network and to provide BMW customers with more choice and convenience while catering to BMW’s growing customer base. In the past three years, BMW Group Malaysia has undertaken several dealership initiatives which include establishing new BMW and MINI dealerships, refurbishment of existing dealerships and the launch of BMW Premium Selection, BMW’s used-car dealership program.

Mr Geoffrey Briscoe, Managing Director, BMW Group Malaysia at the launch of Pendragon Auto Sdn Bhd.

“Dealerships form a critical touch-point for the brand to our customers. With Kuantan and the rest of the East Coast continuing to grow as a vibrant market for BMW, it is our wish to ensure that our BMW customers in Malaysia continue to get nothing but the very best, be it in Munich, Kuala Lumpur or here in Kuantan” said Briscoe.

Mr Azri Aziz, Managing Director of Pendragon Auto, Mr Geoffrey Briscoe, Managing Director, BMW Group Malaysia, Mr Fedric Chin, Executive Director (Dealer Principal) of Pendragon Auto at the launch of Pendragon Auto Sdn Bhd.

Present at the launch ceremony were Geoffrey Briscoe, Managing Director of BMW Group Malaysia, Azri Aziz, Managing Director of Pendragon Auto and Fedric Chin, Executive Director (Dealer Principal) of Pendragon Auto.

The new Pendragon Auto 4S BMW centre is located at Lot 32, Jalan Teluk Sisek, 25000 Kuantan,Pahang. For further information customers can call 09-516 1666 or visit www.bmw.com.my

About the author: Jay WM Wong Editor