BMW West Island: New Strategy

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The new fleet sales manager, Yves Brisson, is implementing a new strategy aimed at professional associations and networks to stand out from the competition.

He may be a rookie fleet manager, but Yves Brisson has been employed by BMW West Island for over six years. He is very excited at the prospect of meeting fellow fleet industry professionals.
“I love getting out and meeting new people. I’m a go-getter. Whenever I show up somewhere I just love to network with everyone attending the function,” says the new fleet manager, who has been an active member of the automotive industry for eleven years. He loves his work, and displays a definite talent for it, since he was recognized in 2013 and 2015 as one of the topperforming BMW sales representatives.
Expanding the client base
The BMW store is counting on Brisson’s extensive sales background to gain a foothold in the extremely competitive Montreal market. The new BMW fleet strategy is also part of this equation. “We already serve the fleet level one market, which covers traditional fleet managers, and now we’ve engaged at what is referred to as fleet level two,” explains Brisson. “This category includes professionals who belong to an association, such as realtors, doctors, dentists and lawyers.”
These associations include the Canadian Medical Association, Canadian Bar Association and various realtor associations such as RE/MAX, Sutton and Royal Lepage. The rebates aren’t as substantial as those in the first category. One of the advantages is that they don’t have to be a NAFA member to qualify. Any member of the group or association is entitled to the program.
Major companies, which have signed agreements with BMW Canada, are also included in the fleet level two program, including Desjardins, Fairmount, Shell Canada, Rogers and Scotia. Groups or associations that enter the program are required to possess at least five registered vehicles.
Affordable luxury and performance

Young executives (under 50) make up the bulk of BMW West Island’s client base. They tend to favour entry-level models. “Models from the 3 Series are very popular, particularly the turbocharged fourcylinder 320,” he explains. “The BMW X1 SUV is in high demand this year.” These models are in the $40,000 to $45,000 range.
The main competitors are Audi and Mercedes. “Fleet buyers generally purchase one vehicle at a time, with fixed budgets in the $40,000 or $50,000 bracket. Our main focus is selling the brand.”
BMW West Island customers receive the royal treatment. The dealership boasts a 3,577 m2 (38,500 sq.ft.) main building and a 20,440 m2 (220,000 sq.ft.) lot. They pull out all the stops when it comes to satisfying customers who bring their vehicles for service visits: a fully equipped gym, a children’s playroom, a café that serves breakfast and lunch, a business centre for professionals who wish to connect to the Internet and work remotely, a special event room, and a rooftop terrace.
Brisson enjoys hosting the occasional surprise event for those special customers. “I once delivered a vehicle to a customer who bought it as a birthday gift for her husband’s fiftieth birthday,” he fondly recalls. “It was on a Sunday, when the dealership is usually closed. She wanted to surprise her spouse by inviting their children. We set up classy tables, a buffet lunch… when he arrived, he had tears in his eyes!” It seems that since that memorable day, the couple and their relatives have been loyal BMW West Island customers, which isn’t very hard to believe!

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