PEOPLE PERSON

Performance Motors Limited (PML) Managing Director Lawrence Tan talks about how golf helps engage his customers, and his goals of being “No. 1”.

- PHOTOS BY MARCUS LIM ASSISTED BY MCDOUGLAS LIM LOCATION PERFORMANCE MOTORS LIMITED

WHAT IS IT ABOUT THE CAR INDUSTRY THAT EXCITES YOU?

I have been in the automotive industry for 18 years, and the number one thing that excites me is the privilege of working with top car brands and experiencing amazing cars all the time.

When I first started out, someone asked why I was joining a sunset industry. Looking back, that couldn't be further from the truth. The pace of innovation has been incredible. Back then, we couldn’t have imagined electric vehicles, autonomous cars and even buying cars online, and it has all happened.

The industry is always evolving and in Singapore, we are in one of the most dynamic and competitive markets with our COE system. To stay ahead of the competition requires strategy, continuous innovation, and a deep understanding of customers' changing needs and preferences. So, that keeps it exciting as well.

WHAT IS YOUR ROLE AT PML, AND WHAT MOTIVATES YOU TO SUCCEED/EXCEL?

As the Managing Director, it drives me to keep BMW as the number one premium automotive brand in Singapore, and PML as the number one choice of BMW buyers.

We achieved this milestone last year, thanks to the hard work and passion of my team at PML. They are always ready to embrace changes and elevate the service experience. I am proud of how far we have come together.

But that is just the beginning; we will continue to be number one.

WHAT INITIATIVES HAVE YOU STARTED AT PML SINCE YOU STARTED AND HOW SUCCESSFUL HAVE THEY BEEN?

I have always encouraged my team to see ourselves differently, not just as a car dealership but as a People business.

For us, PML means People. Magic. Loyalty. When our people deliver magical experiences, customer loyalty will follow. We have thus focused on experiential, lifestyle-driven and tech-enabled initiatives to elevate the BMW ownership journey.