BMW Melbourne sign of the times?

The new purpose-built BMW Melbourne crash repair shop in Lorrimer Street, Port Melbourne was finished mid-December and there are indications that this could be a sign of things to come as two more BMW dealerships open body repair facilities within weeks of the Melbourne shop.
The BMW Melbourne operation is a 2000 sq m purpose-built warehouse-design bodyshop with two spray booths, three car prep bays with infra red and a ducted vacuum system throughout. BMW tiling imported especially from Germany and laid without mortar throughout the shop is reported to have cost $300,000 but the effect is "fantastic" said John Van der Laan, BMW Australia service development manager. The shop is estimated to be able to handle 100 cars per week and will employ approximately 20 staff.
Van der Laan said the new workshop includes a full-time BMW mechanic, diagnostic equipment and wheel alignment facilities. "This is essentially a part of the BMW dealer network and so we are offering full service facilities and have made sure the BMW corporate identity is continued throughout the shop," he said.
BMW Australia is encouraging its dealer network to look at repair facilities as a potential part of their business. "The only link missing at the moment in the total customer care package offered by BMW is the body repair option," said Van der Laan. Alto BMW in Artarmon, Sydney opened its own dealership smash repair facility in January 2000 and is reportedly doing reasonably well. Wodonga Prestige re-established its dealership repair facility in December in Wodonga and BMW Brisbane has opened its own bodyshop this month.
"Dealers will be able to stand back and look at the progress of these facilities and make decisions based on that," said Van der Laan. "We don't need any more bodyshops at the moment but if in the future we do, the first preference will be to talk to dealers. Authorised repairers do a great job at the moment, and there may be opportunities for them to create partnerships with dealers, but as in Europe at the moment, we want to create a total customer care package, and that includes bodyshops." BMW Melbourne is owned by BMW Australia and is essentially a subsidiary of the company, said Van der Laan.
The moves made by BMW Australia may be a sign of things to come in the industry, particularly among European prestige badges. Rumours that a Merecedes dealership in Sydney is planning to open its own bodyshop are baseless however, according to Simon Cairnduff at DaimlerChrysler in Sydney. He did state however, that insurers have been expressing concern that there is only one authorised Mercedes repairer in Sydney -- Perfect Auto Body -- and he said senior management are looking to increase the network. He said no numbers had been decided but that word was out among Sydney repairers as since early November he has been receiving approximately one call a fortnight from repairers wishing to be considered.
In Melbourne there are four Mercedes authorised body repairers, one is a department of the dealership Mercedes Benz of Melbourne of which DaimlerChrysler has a 51 per cent holding. Worrells of Toorak also has a bodyshop as part of its dealership.
The reasoning behind car dealerships opening their own shops is thought to be due to a combination of less servicing needs and margins for new cars, and gaining greater control and margin over the repair process.


:Call centre aids bodyshops
A new 'one call -- one stop' call centre has significantly increased efficiency and service for Glasurit customers claims the company. It has also improved order processing and dispatch efficiency and has ensured stock levels are always sufficient to fulfil orders. The customer service centre is designed to provide technical and formulation information.
Former Glasurit sales rep Mark Slater heads the new Wetherill Park, Sydney-based centre and staff. The centre is based on a similar facility in the US which handles over 200,000 calls each year.
Call (02) 8787 0111 to speak to staff at the centre.