BMW Group Malaysia has reinforced its commitment to premium mobility in Northern Malaysia with two key developments: the official opening of Lee Motors’ newly relocated Retail.NEXT showroom in Alor Setar, Kedah, and the launch of a new high-powered electric vehicle (EV) charging station in the same area.
The new Lee Motors facility is located at 218, Jalan Gangsa, Kawasan Perusahaan Mergong II, 05150 Alor Setar, Kedah. Built around BMW’s global Retail.NEXT concept, the 50,000 sq ft dealership is designed to deliver a more modern, customer-centric retail experience. Facilities include dedicated Sales and Service Lounges, a Handover Lounge, Hospitality Area, and a Service Reception (RATC), alongside complete aftersales support covering service, spare parts, authorised body and paint, and financial services.
Staffed by a 50-strong team, the upgraded dealership is positioned to support both new and existing customers, while also catering for future growth beyond its current annual sales volume of 200 to 250 units. The building has received GreenRE Bronze certification, reflecting Lee Motors’ sustainability efforts and long-term capacity planning.
BMW Group Malaysia Managing Director Benjamin Nagel said the new showroom reflects the brand’s evolving approach to premium retail, combining contemporary design with digitalisation and customer-focused spaces.
He added that Lee Motors’ expansion underscores growing demand for premium vehicles in Kedah, while complementing BMW Group Malaysia’s broader ownership ecosystem.
Lee Motors Managing Director Eugene Lee noted that the relocation represents the company’s most significant investment to date, aimed at elevating the customer experience across every touchpoint after more than 20 years of operating in Kedah.
The showroom operates daily from 9:00 AM to 5:30 PM, while the service centre runs from Sunday to Friday, excluding Saturdays, during the same hours.
Alongside the showroom opening, BMW Group Malaysia has expanded its EV infrastructure in Alor Setar with a new charging station operated by DC Handal, in partnership with Lee Motors.
The site is equipped with one 180 kW DC fast charger and two 60 kW DC chargers, with charging rates starting from RM1.30 per kWh, offering faster and more convenient charging options for EV owners in the region.
According to BMW Group Malaysia, the new charging hub forms part of its nationwide infrastructure strategy. As of 2025, the company has introduced more than 2,000 charging facilities across Malaysia, with recent expansions in Putrajaya and Kuala Lumpur carried out in collaboration with multiple charge point operators.
Through continued dealer investments and charging network expansion, BMW Group Malaysia aims to strengthen its premium ownership experience while supporting the country’s transition towards accessible and future-ready electric mobility.
