Borneo Motors unveils newly renovated Toyota showroom

No matter whether you're a new owner, long time supporter, or still-prospective customer of the Toyota brand in Singapore, you'll probably find your next visit to its Leng Kee space a rather different experience than before. 

While celebrating the official unveiling of its newly-renovated Borneo Motors showroom, Toyota-authorised distributor, Inchcape Singapore, also announced the launch of a 'Omnichannel' customer platform on 24 August 2023. 

The renovated flagship showroom at Leng Kee is part of a larger, all-new Ominchannel platform aimed at bringing both the online and offline worlds together for a more seamless customer journey

Together, the company says that the new platform and physical space will help create a new 'phygital' journey for its customers, in which both online and offline worlds are married seamlessly to enhance their purchasing and aftersales experiences. 

Apart from the widespread use of wooden surfaces and reliance on natural lighting, the refreshed flagship Toyota showroom features distinct zones that are said to be loosely divided among the following categories: Vehicles for the family (such as the Sienta Hybrid), for luxury enjoyment (such as the Harrier Hybrid), and also for driving pleasure (such as the GR86).

Zones in the showroom are moulded around various categories, including vehicles for the family, for luxury enjoyment, and for driving pleasure

The latter takes shape in the form of the showroom's signature GR Garage, which celebrates Toyota's Gazoo Racing division. Curated accessories and merchandise are also dotted all around these various areas. Inchcape says that its goal was for the space to exude a "lifestyle-oriented ambience", with the various zones "catering to the diverse lifestyles of its customers in Singapore". 

These efforts are meant to dovetail with Inchcape's wider efforts to move the showroom out of what was traditionally a transactional space, into one that better embodies an 'experience centre'.

"Our customers' needs and expectations are evolving. They are looking for new, more modern, and more engaging experiences," Mr Ng Khee Siong, Interim Managing Director of Inchcape Singapore, acknowledged as he spoke on the new showroom and Omnichannel platform. 

Mr Ng Khee Siong, Interim Managing Director of Inchcape Singapore, believes the combination of online and physical elements better allows customers to navigate the buying process in their preferred manner

Continuing, he noted that the objective of blending both digital and physical spaces was to give customers the full range of Toyota's products and services, even while navigating the buying process "in the way that works the best for them - online or offline, or any combination of the two."

A key part of the Omnichannel, for instance, is the Digital Experience Platform (DXP), within which an embedded 'Build and Price Configurator' allows customers to personalise their vehicle. At the same time, they can gain insights into finance and insurance coverage with the configurator - all in the convenience of their home.

With these details already saved into their 'My Account' profile, sales consultants will be prepared to attend to them with a personalised understanding of their selections even before they step into the showroom. This is also the point during which customers will get to see details such as physical colour plates and seat fabrics in person, before confirming their choices.

The digital 'Build and Price Configurator' transitions seamlessly into a showroom visit, during which sales consultants are informed about a customer's preferences even before they step in

On the aftersales front, the Toyota Always app allows for customers to book service appointments, purchase service packages, or request for quotations on body work all via their smartphone.

A new feature of the showroom that integrates this digital service is a SMART Q System which sends queue tickets to customers via automated SMS based on recognition of their number plates. Apart from reducing hassle, Inchcape says this reduces waiting times by up to 30%. 

The 'SMART Q System' also aims to make the service appointments quicker and less complex with more automation

Amidst these changes targeted at improving the customer journey, Inchcape Singapore and Toyota are working together towards the common goal of progressively achieving carbon neutrality. While new LED lights in the showroom promise to be more energy-efficient, the facility is partially powered by newly-installed solar panels. 

Borneo Motors' renovated flagship showroom is now open, and can be visited at 33 Leng Kee Road.