Progressive positioning
Coombes Johnston welcomes customers into a new era.
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.”
Aston Martin DBX: supreme luxury on all terrains
Aston Martin Lagonda’s first SUV, DBX, has been awarded the ‘Best Designed Car of the Year’ at The Sunday Times Motor Awards.
With the kind of exhilarating power and control necessary for navigating New Zealand’s unique and challenging terrain, the Aston Martin DBX brings with it a luxury that could comfortably take you from one end of the country to the other.
The first ever SUV from Aston Martin, it’s also a rare example of getting it right first time - scooping ‘Best Designed Car of the Year’ from The Sunday Times and ‘Best Luxury SUV’ from the GQ Car Awards.
4 October, 2020; London UK: Aston Martin Lagonda’s first SUV, DBX, has been awarded the ‘Best Designed Car of the Year’ at The Sunday Times Motor Awards. While the shortlist is drawn up by judges at News UK, the winners are chosen by readers votes.
Will Dron, Editor of Driving.co.uk at The Sunday Times said, “A brand traditionally associated with sports cars had a tough job on its hands creating its first SUV, but the fact that Sunday Times readers voted the DBX their favourite design of the year — against some truly stunning competition — is a clear indication that Aston Martin got it right first time.”
The Aston Martin DBX was first revealed in November last year and sees the British brand compete in a new segment of the global luxury market for the first time. Built on a new dedicated platform in a purpose-built manufacturing facility in St Athan in Wales, DBX remains distinctly an Aston Martin through both its engineering and design: From the signature grille at the front, through the sculptured sides and design feature line, to the tailgate flip that draws inspiration from the brands most focused sports car, Vantage.
Marek Reichman, Aston Martin Lagonda EVP and Chief Creative Officer says, “We are delighted that Aston Martin DBX has been awarded by readers of The Sunday Times for its design. We designed DBX as we would a sports car, but its unique platform gave us the freedom to create an SUV with stunning performance and design, and to be awarded Best Designed Car of the Year makes us very proud of what we have achieved ”.
Chief of Vehicle Attribute Engineering Matt Becker says the DBX offers supreme confidence, whatever the terrain.
“Our performance has seen us push the boundaries of what is possible for an SUV.”
DBX is an SUV with a V8 engine that offers an exhilarating 550PS power output, backed by 700Nm of torque. That power is delivered over the widest possible range, focused on providing instant throttle response.
The DBX has active all-wheel drive with variable torque distribution and height-adjustable air suspension, which combine to give you the confidence and versatility you need for life’s great adventures. Thanks to lightweight aluminum construction, and its world-leading powertrain and suspension developed by the finest engineers of their kind, DBX drives like no other SUV - it drives like a sports car.