Susan Gordon, Staff Reporter
Left: Diana Stewart - photo by Susan Gordon. Right: The new 530 I Series BMW sedan on display at Stewart's Auto Sales.
Acquiring the Jamaican dealership for BMW two months ago has required investing over $19 million in expansion and staff training by Stewart's Auto Sales Limited, and some other big changes at the company whose slogan is 'We put value on the road.'
On June 1, Stewart's took over the dealership of BMW from Sterling Motors Limited which held it for over nine years. Stewart's said their company was chosen by BMW because of its reputation for service. But it probably didn't help Sterling's cause that it was located on gritty Spanish Town Road in the less- advantaged western belt of Kingston, while Stewart's is located on Orchard Road, just below the financial centre of New Kingston.
Stewart's' managing director, Diana Stewart, said the company has achieved its first sales and is receiving solid indications of interest from tens of buyers. With 13 units sold so far, and the cheapest BMW selling for $3.1 million, she is optimistic about the future.
"Sales are very good," said Mrs. Stewart, explaining the company recently sold a BMW 7 Series, which usually ranges upwards from $9.7 million.
Long known for its value-priced Suzuki cars, Stewart's set up a new company, Stewart's Motors, to handle its new line of premium BMW vehicles. The new dealership for Stewart's involved an over $19 million expansion, renovation and employee training exercise to accommodate the elite German vehicles, Mrs. Stewart said.
Stewart's converted its tyre warehouse with 25,000 square feet of storage space into a showroom, parts section and customer service centre to facilitate new business. Taking about two months to complete this exercise, Mrs. Stewart said they were expecting to recoup their investment in about five years, although it was considered a long-term investment.
With a staff of over 150 persons, Stewart's took on 32 of Sterling Motors' former staff members to handle the BMW business.
Stewart's, a family-owned business started in 1938, is still very committed to its Suzuki clients, Mrs. Stewart said. She added that the two products, Suzuki, a Japanese brand, and BMW do not compete in any way in the local market.
