BMW Asia inks exclusive deal with Lazada as first auto brand in SG on LazMall

BMW Asia and Performance Motors launched its new BMW 1 Series (also known as THE 1) on Lazada as part of an exclusive partnership. According to a press release, BMW is the first automotive brand on LazMall in Singapore.

On 9 September 2019 at 8am (SGT), BMW will be putting up 11 units of its BMW 118i M Sport for booking at the BMW LazMall store with a special interest rate. The collaboration with Lazada allows customers in Singapore to place a SG$500 booking fee to secure the promotion, after which they can view the car and finalise the purchase at PML showroom.

In a statement to Marketing, Brenda Pek, marketing director at BMW Asia said Lazada was chosen given its position as one of the leading e-commerce platform in Southeast Asia. She added that LazMall was the right choice within the platform as it provided the company with the opportunity to have an exclusive and officially branded store that could be customised and developed in line with the BMW brand.

Pek said that the partnership is a long-term one, and it will continue to explore relevant collaborations to better engage with a wider audience. “Once we understand our customers’ interest in engaging with the BMW brand via this platform, we will evaluate the possibility of offering other products or experiences on the BMW LazMall,” she explained.

According to her, the move is also in line with BMW Group global focus on digitalisation to keep up with customers’ online behaviours. “A digital presence is integral to our holistic integrated communication approach that builds strong customer brand experience and relationship,” she said.

The automotive brand has picked THE 1 to be the hero car model in this pilot programme. From October, customers will also be able to arrange a test drive of THE 1 cars on Lazada. Performance Motors MD Arnt Bayer explained that Singapore is a tech-savvy market. Therefore, the company is always exploring new channels to reach a wider audience and deliver value-added experiences.

BMW Group Asia MD Christopher Wehner said: “We’re pushing the boundaries and going where no other luxury automotive brand has gone before. By partnering with Lazada, we are expanding our customer touchpoints beyond the showroom and bringing the brand to customers in the comfort and convenience of their homes.”

Meanwhile, Lazada Singapore CEO James Chang added: “We look forward to a long-lasting partnership with BMW where we provide them access to new and exciting customer segments, while continuing to team up with the best brands to innovate and redefine the shopping experience for our customers.”

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