WHILE Jamaica’s automotive landscape is still buzzing from the news of Adam Stewart-led acquisition of the regional dealership for the BMW and MINI brands effective February 15, the Sandals/ATL Group CEO said in the coming weeks, he hopes to introduce another iconic brand to the market.

“It’s not a huge secret that we’ve been in discussions with another German brand from the Volkswagen Group. It’s a brand that gets the heart racing like few others can. An absolute legendary car brand that will complement our portfolio perfectly. We hope to share that exciting news in the coming days and weeks,” Stewart told Auto.

Last Friday Stewart announced he secured the regional dealership for the BMW and MINI brands. The “game-changing” move will totally change the automotive landscape in Jamaica and the wider Caribbean.

“2015 was a very strategic year for us; One where we sat down and discussed at length where we believed the future of our company and the automotive industry was heading, not just in terms of Jamaica, but on a global scale. We talked brands, technology, the local and regional market, and most importantly, what ‘winners to back’ so to speak. BMW and MINI have two very different personalities and are both progressive and well loved; especially in the Caribbean,” he said.

As for the global rivalry that exists between BMW and Audi, Stewart said it was common for dealerships to have competing brands as part of its portfolio.

“Multi-brand car dealer franchises are extremely common throughout the world, with companies such as the Sytner Group from the UK, Penske Auto in the USA, and Joe Duffy Group from Ireland operating hugely successful multi-brand businesses… Jamaica will be no different.”

“The BMW/MINI business will be managed by an independent regional management team at a separate location, reporting to the group general manager with no sharing of services or information whatsoever. In short, BMW and MINI will compete with our existing brands for the heart of the Jamaican car buyer on every level: sales, after sales, marketing, and so on. The fierce competition continues!” he said.

The CEO said plans were well under way for finding a home for BMW and MINI.

“We’re in planning mode regarding the showrooms and discussions about their locations, and will be sharing exciting news on that in due course. As always, we’re cutting no corners and we’ll be looking to not just raise the standard, but smash it. We’ve always said that Jamaica deserves better and we intend to deliver on that promise,” he said.

In April 2013, ATL Automotive officially opened its VW and Audi showrooms on Oxford Road in New Kingston. With construction cost north of US$14 million, it is the single-largest investment in Jamaica’s automotive history.

The new BMW/MINI dealership, according to Stewart, will see close to 40 people being absorbed in the ATL Automotive workforce.

“We are in discussions with BMW AG and the outgoing dealers, Stewarts Autosales, regarding existing BMW and MINI employees and, to ensure continuity and a seamless transition, would look to recruit those employees we believe share our vision and will complement our existing Unbeatable team and ensure that BMW and MINI drivers receive the greatest care possible. For new recruits, we’ll be leaning on our unique training facility, the ATL Academy of Excellence, to develop our people,” he said.

Last September, ATL Automotive raised some eyebrows when it relinquished the Jaguar and Land Rover dealership after four years to Stewart’s Auto Sales Ltd. However, the CEO said the move was strategic.

“Jaguar and Land Rover are fantastic brands packed with heritage, but we strongly believe that the future lies with the brands we currently represent and I’m confident the future will prove us right.”

“Adding BMW and MINI to our stable of world-class brands will see us boast the biggest and best range of automobiles in Jamaica. Whatever the customer’s needs, ATL Automotive will have it; everything, from award-winning pick-ups and multi-vans, right through to compact sedans and luxurious SUVs. Our forecasts suggest that we’ll boast 25 per cent of the overall market,” said Stewart.

Started in 1997, ATL Automotive is also the authorised new-car distributor of Honda and Volkswagen brands. The company operates from its state-of-the-art showrooms in Kingston and Montego Bay.