Journey in luxury: Christopher Randall

Most of us are probably still a little reluctant to put our trust into a driverless car, but BMW – the company at the forefront of self-automated vehicles – offers everyday technology that is just as mind-blowingly innovative. 

BMW’s ConnectedDrive infotainment and connectivity system is not quite autonomous driving, but it is much more than a GPS system that simply gets you from A to B with highlights along the way. 

BMW Connected

Taking connectivity a step further is the latest version of the remote BMW Connected app. This works with you, allowing you to unlock the vehicle remotely or even pre-condition the cabin via the climate control. It also integrates with your electronic diary or calendar, syncing with your business meetings, your child pickups, a hair appointment or lunch.

Wherever you’ve planned to go, whatever you’ve planned to do, your BMW knows and is ready to take you there, even if you have no idea of, or can’t remember, the address. Not only will it remind you of the time to leave; it will have assessed the traffic conditions to warn if you need to leave a little earlier. 

Naturally, once you are behind the wheel and letting the car do the thinking, you can spend your time being instantly brought up to date with the latest news, weather and trends, or even call the dedicated concierge service, all at the touch of your fingertips.  

For Christopher Randall, it's all about practicality

When Christopher Randall casually flags this technology, he’s speaking with authority. As the managing director and owner of North Shore BMW, he’s spoilt for choice when it comes to selecting a BMW to drive. But technology, luxury, comfort and handling aside, it’s all about practicality for Christopher.

We see a lot more people coming into the brand who would have previously put time and thought into buying a Japanese car.

He usually has 4 children and 3 dogs on board his current favourite X5 7 seat SUV, leaving no time to get precious about bundling his chaotic tribe into one of the world’s most luxurious and prestigious vehicles. 

"Yes, they’re premium cars," Christopher says. "But the BMW buyer has changed and we sell to all demographics these days. We see a lot more people coming into the brand who would have previously put time and thought into buying a Japanese car. Generally, they are successful professionals from all backgrounds, and we offer a huge range in price and style to suit their needs. The range starts with MINIs from around $29,000 right up to $400,000 for the BMW M760LiXDrive. 

"Our fastest growth rates are in our premium SUVs, including X5, X3 and X1 models. We sell a lot of them to young families looking for suitable cars to get their kids around." 

Creating a luxury buyer experience

The luxurious experience of buying a BMW begins the minute you step into one of Christopher’s showrooms in Chatswood or Mosman. Cars don’t overcrowd the space, and there are BMW ‘Geniuses’ available to introduce you to the world of BMW. It’s like walking into a hotel lobby, light and spacious, with interactive kiosks offering privacy to explore the cars more intimately online. 

"It’s a lot more about the buyer’s experience, even more than it was 5 years ago when a showroom would virtually squeeze as many cars onto a floor as possible," Christopher explains. "Now it’s the opposite, with fewer cars, more lounges and screens, coffee and privacy, as it should be. Our clients are investing a lot of money in their purchase, and we want them to take their time to enjoy the whole buying experience." 

North Shore BMW keeps customers happy

Christopher started at BMW in 2005 as a state manager on the wholesale side. Just 3 years later, he opened his own showroom in Chatswood, as well as a service centre in Artarmon. In March this year, after waiting years for the opportunity, he opened another boutique showroom on Sydney’s lower north shore at Mosman. The bespoke showroom is a one-off in Australia, showcasing the best the BMW brand has to offer. 

"It’s very hard to get a dealership in Mosman," he admits. "But the opportunity came about as a result of buying an existing business out of its lease. This is taking showrooms to a new level: different furniture, beautiful wood panelling, distinctive tiling, joinery and finishes. It’s been individually and uniquely styled, and further augments the premium BMW buying experience."

North Shore BMW employs around 120 full- and part-time staff, servicing an average of 70 cars a day and selling around 200 new and pre-pwned vehicles every month. There’s a low turnover of staff – rather unusual in the car industry. Not so unusual is the high retention rate of BMW customers. 

"Overwhelmingly we find once our customers experience the BMW brand, they just keep coming back," Christopher said. "And that’s because BMWs are the ultimate driving machines."