BMW of Hawaii is the fourth sales and full-service dealership owned by Shelly Eurocars of Hawaii, which also operates BMW of Honolulu, BMW of Maui and Mini of Hawaii.
BY DANIEL BROCK
WEST HAWAII TODAY
dbrock@westhawaiitoday.com
Aka Demesa is sitting comfortably on a plush leather couch, controlling the on-screen content of a 42-inch flat-screen television via the wireless keyboard currently resting on his lap.
But Demesa, manager of the newly-opened BMW of Hawaii, is not in his living room.
He’s in his showroom.
Call it the “Ultimate Buying Experience for the Ultimate Driving Machine.”
The TV — which is loaded up with information on everything from car amenities to how to hook up a Bluetooth headset — is just part of what Demesa calls the BMW “lifestyle.”
And giving tour of his new 16,000-square-foot facility, Demesa is betting that lifestyle won’t be too affected by the current economic swoon.
“Our type of market is not as volatile,” Demesa said. “For our customers, it’s not a matter of if they’re going to write a check but when. Outside of that, it’s a question of us doing a good job of customer service.”
BMW’s company-wide sales did fall 13.9 percent in October. But compared to other automakers such as Chevrolet — which tumbled 45 percent — it’s only a slight dip.
“Our best month was October. We sold 16 cars,” Demesa said of the dealership, which soft-opened Aug. 1 and celebrated its grand-opening on Tuesday. “Looking into my crystal ball before, I would have said between 20 and 30 cars.”
If appearances are any indication, BMW of Hawaii plans on treating their customers well.
The gleaming showroom’s tiled floors, track lighting and crisp lines and the building’s modern, cube design are the latest from BMW. And the state-of-the-art diagnostics equipment and certified technicians in the full-service auto center are cutting-edge as well.
“We’re everything improved by BMW,” Demesa said.
The service center — which will also cater to Minis — is air conditioned, a rarity on the Big Island, and is laid with German-imported Clinker tile, a flooring which is capable of supporting the weight of an army tank.
“It’s a one-stop shop for all your service needs for BMW and Mini,” said service manager Rococo Mahoney. “We have all the parts, including tires, and a trained staff. We can do anything.”
Demesa also said the Big Island’s large population of BMWs — there are 860 registered here — will provide a built-in customer base for the service side of the dealership.
“If even half of those people bring their cars here, it will make it a viable business,” Demesa said.
BMW of Hawaii currently has an inventory of 35 cars — including a certified pre-owned division — with 22 2009 models on the way next month.
When those cars arrive, they’ll be detailed in a high-tech service station that features fluorescent lights on the walls to make sure the finish is just right.
The dealership’s location at 74-5533 Loluku St. — just around the corner from the new Kona Commons shopping center — is also a plus.
“When Target opens up, we’ll be getting a lot more people from Hilo coming over,” Demesa said. “And again, it’s just getting the word out.”
BMW of Hawaii is the fourth sales and full-service dealership owned by Shelly Eurocars of Hawaii, which also operates BMW of Honolulu, BMW of Maui and Mini of Hawaii.