Progressive positioning
Coombes Johnston welcomes customers into a new era.
words NICKY ADAMS | photos JAHL MARSHALL
As Coombes Johnston marks 30 years representing the BMW brand in Tauranga, the timing feels fitting for a major transformation. The dealership has just completed a major showroom upgrade, designed to modernise not just the look, but the experience of buying a vehicle. The result is a space that feels less like a traditional showroom and more like an extension of the brand’s identity.
The second location in New Zealand to have undergone the international ‘Retail.Next’ initiative, the new showroom is overarchingly aspirational while reflecting the brand’s emphasis on customer centricity. “We have always had outstanding customer service,” says manager Kevin Pead. “We always had the DNA for that. Now we’ve lifted up the environment to match the level of service that we’ve been offering to our customers in the Bay of Plenty for 30 years.”
BMW has an undisputed reputation as a premium European luxury brand. The freshly renovated showroom, with its stylish interior and multi-functional spaces, is testament to this positioning. As I walk through the doors, the receptionist beams a sunny smile, radiating warmth on a wet winter’s day. Leading me to the inviting seated area, fresh coffee on the table, the feeling is less showroom and more lounge area. Glancing around I notice the stunning feature lights. These, Kevin explains, he initially thought may be overkill, but when they were installed, all was revealed. Without doubt purposeful, the pendants glisten over the seated area where they serve to create a cosy, intimate environment; meanwhile my eyes are drawn to the M wall where a feature white and red longline ceiling element is suspended over the latest highperformance luxury M3 model, the light showcasing the sleek contours of this beautiful vehicle.
The seating, while perfect for meetings, faces a screen which boasts the very latest in technology. The EVE – Emotional Virtual Experience – is an immersive experience that allows customers to digitally design and watch as their dream car comes to life. Even the more old-school customers are on board with this technology, as it helps to bring a real sense of confidence to decision making. “There are so many different makes and models we can’t stock all of them, so if someone wants to bespoke a car this allows them to see what the finished product would look like from the comfort of a lounge type environment.”
The brand concept behind the Retail.Next upgrade is, says Kevin, “to create a warm, embracing, relaxed atmosphere.” The days of the hard sell are long gone. Today’s experience of looking for a new car involves a more consultative approach. BMW considers itself a market leader in more than just its innovative car design and production. After all, Kevin points out, “BMW doesn’t follow, it sets the standard”. The ‘shop floor’ is obviously a part of this. From the moment someone arrives, “You want them to feel as though they want to buy a car; and whether it’s the latest and greatest or it’s an older model, the level of service is the same.” The split for new versus used vehicles is roughly fifty-fifty, but rule of thumb is that “used car buyers will one day become new car buyers.” I question why this is, and Kevin looks amused. “It’s a natural progression – it’s a great audition, isn’t it!”
Car enthusiasts will already be aware that BMW is considered the ultimate driving machine, and Kevin is excited about what’s coming, with product launches for 2025 set to defy expectations further – what’s on the horizon is “younger, fresher, more exciting; and our technology advances with each new model.”
We circle back to the fact that the customer journey is a key focus here at Coombes Johnston. This explains how, for two years running, BMW Tauranga were awarded Excellence in Customer Service nationally from BMW New Zealand. Kevin firmly believes that you have one shot at making a first impression. “The people that come have generally done their homework and are making a comparison. We are here to identify their needs and make sure they find the right vehicle.” Of course, he continues, “people want more from buying a car – they want, and deserve, a premium five-star experience.”
The service is wrapped up in so much more than excellent product knowledge. When dealing with uber high-tech models, to help bring a purchaser up to speed with the technology can often, Kevin says, involve up to five post-sale sessions. His customer handover includes happily giving his mobile number to each client as part of the aftercare. This is indicative of the way these relationships are cultivated and valued. The ability to form firm relationships is something, Kevin says, that is lost when people shop further afield. There is often a belief that if you go to a bigger city, you’ll get a better deal – not the case, Kevin assures me. “As soon as you’re out of the door, you’re just another number – here you will always be a valued customer.” And one which will be looked after as part of the Coombes Johnston family.
The team of 13 share the same passion – Kevin has been with BMW for 10 years, and Simon, the service manager is soon to celebrate 20 years with the company. Longevity relates not just to staff relations but also to customers, with, says Kevin, many of their customers holding longstanding relations. Indeed, when I speak to owner Richard Johnston, he tells me anecdotally that he has been selling to one customer since 1987, starting the relationship when he was a junior salesman. The new look of the premises, he believes, does justice to the BMW brand. “Over the years the showroom has evolved, but this is a massive change – a quantum leap to something truly spectacular for 2025.”
As for being a BMW ambassador, Richard is clearly as passionate as ever about the Group. “They strive for excellence, and they measure us on excellence. There is an understanding at all levels of our team that the execution is at a very high level. The design, innovation, BMW’s ability to pivot quickly – there’s a very strong focus on drivability and the passion and emotional experience that comes with being behind the wheel of one of these cars. That in itself, in my opinion, sets us apart – and as a small family run business it’s a real privilege to represent the brand.”