DIVERSIFICATION IS KEY FOR CARS
10 October 2012,
THE secret behind the success of one of Brisbane’s best-known car dealership is easy to see.
Martin Roller (pictured) would like everybody to buy a BMW, but recognises the luxury car may not be for everybody.
This is why the managing director of Brisbane BMW, the 36th Top Private Company in 2012, has diversified his stable to carry 15 different car makes.
The strategy has paid off so far. The Westside BMW dealership has stocked a fleet of used prestige cars including Lexus, Range Rover, Mercedes-Benz and Volkswagen Golf.
The store sells between 50 and 60 cars each month, according to Roller.
“There is also great opportunity in the top-end used car market for Maseratis, Ferraris and Porsches,” he says.
“In the April to June quarter we had a very strong finish; we delivered more than 100 cars [across the group]. In July, we delivered 122 new cars.
“Our Lamborghini business sold more than 25 cars in the past year. The market is still pretty tight, but it has been a much more positive year.”
He’s confident about 2013.
“Brisbane Lamborghini has some future growth opportunity as availability for the top Aventador model is tight,” he says.
“We have only had three delivered so far, but have orders through to the next year that will increase our revenue.”
There is also demand for the new BMW 3 Series, according to Roller. Each new model is only released once every seven years.
“We received strong orders leading up to the launch of the four-door version in March. Once we launched, the cars were going immediately,” he says.
Roller is holding talks about opening a revamped dealership. He has already scouted potential sites in Fortitude Valley for developing a “first-class” showroom by 2015.
“It would include a new store, BMW and Mini facility, pre-delivery centre and body shop as well as some complimentary businesses,” he says.
“The site we have got ticks all of the boxes and allows all of the dealership functions to be on the one site.”