BMW Expands Northern Presence with Lee Motors Premium Retail.NEXT Showroom and New EV Chargers in Alor Setar
BMW Group Malaysia is strengthening its premium ownership ecosystem in Northern Malaysia with a dual development: the relocation of Lee Motors into a new Retail.NEXT showroom in Alor Setar, alongside the expansion of electric vehicle (EV) charging infrastructure in Kedah.
Together, the upgraded dealership and new charging hub reflect BMW’s broader strategy of enhancing both the physical retail experience and real-world EV usability for customers in the region.
Lee Motors Moves into New Retail.NEXT Facility
Lee Motors’ newly relocated showroom is now operating at 218, Jalan Gangsa, Kawasan Perusahaan Mergong II, 05150, Alor Setar, Kedah. Built around BMW’s latest Retail.NEXT concept, the facility spans 50,000 square feet and is designed to deliver a more premium, customer-centric retail and aftersales experience.
The dealership includes:
- Sales & Service Lounge
- Handover Lounge
- Hospitality Area
- Service Reception (RATC)
Customers will also have access to a full range of services under one roof, including vehicle sales, aftersales service, spare parts, Authorised Body & Paint, and financial services. The expanded facility is supported by a team of 50 staff across various departments.
Benjamin Nagel, Managing Director at BMW Group Malaysia, said,
“Today, we also celebrate the newly relocated Lee Motors dealership – not just an expansion but also an embodiment of our Retail.NEXT philosophy, where automotive retail meets contemporary luxury. We are bringing a customer-centric environment featuring modern architecture and sophisticated digitalisation. Lee Motors has been our trusted partner in Kedah for over two decades. Their evolution into a larger, modernised facility reflects both the region’s growing demand for premium mobility and the evolving expectations for how premium automotive retail should be experienced. Combined with our new Malaysia charging station, this represents our comprehensive approach to enhancing the BMW ownership journey for our customers.”
Eugene Lee, Managing Director of Lee Motors, added:
“After two decades of proudly serving Kedah, we have learned that our customers don’t just want exceptional vehicles – they want an exceptional experience at every touchpoint. This relocation represents our boldest investment yet in that philosophy. Every square foot and every service detail has been crafted with one goal: creating a space that lives up to the strong relationships we have built with our customers over the years.”
The new building is GreenRE Bronze certified, highlighting a focus on sustainable design. It is also future-proofed for growth, with capacity planning to support demand beyond its current annual sales volume of 200 to 250 vehicles.
Operating hours
Showroom: 9:00 AM – 5:30 PM (Monday to Sunday)
Service centre: 9:00 AM – 5:30 PM (Sunday to Friday, closed Saturday)
More details about the dealership are available at:
https://www.bmw-leemotors.com.my
New DC Fast Charging Hub in Alor Setar
In parallel with the showroom relocation, BMW Group Malaysia has also introduced a new DC fast-charging station in Alor Setar in partnership with DC Handal and Lee Motors.
The site features:
- 1 × 180 kW DC fast charger
- 2 × 60 kW DC chargers
- Charging rates starting from RM1.30 per kWh
This addition improves charging accessibility for EV drivers in Kedah, especially along key northern routes.
Nagel said,
“As Malaysia’s Number One Provider of Premium Electric Vehicles, we have long understood that true mobility leadership extends far beyond the vehicles themselves, but to encompass the entire ownership experience. Our sustained commitment to expanding charging infrastructure continues with the unveiling of this new charging station in Alor Setar – assuring them that choosing electric does not mean compromising on convenience or confidence. Our dealer partner in the region, Lee Motors, as well as our longstanding partnerships with key charging point operators, have been instrumental in ensuring accessibility and convenience for EV owners nationwide,”
As of 2025, BMW Group Malaysia has introduced more than 2,000 charging facilities nationwide. Recent expansions have also taken place in Putrajaya and Kuala Lumpur, as the company works with multiple Charge Point Operators to improve coverage in high-traffic areas.
BMW says its approach combines a growing EV vehicle portfolio with its principle of Technology Openness, aimed at building a connected and future-ready premium mobility ecosystem in Malaysia.
For more information on BMW Group Malaysia’s public charging locations, visit:
https://www.bmw.com.my/en/electric-cars/electric-car-charging/public-charging.html
CarTok Editor’s Note:
Premium ownership doesn’t end at the showroom door. And premium brands aren’t just growing in the Klang Valley — the real test is how well owners are supported when the postcode changes.
