JKC Coleraine celebrates 50 years with BMW

In 1972, BMW had not yet achieved the profile of the more established prestige names of Mercedes-Benz and Jaguar, but an appealing model line-up encouraged Jack Cassidy to add the brand to his portfolio.

The decision proved correct as BMW was focusing on its UK and US markets at the time with the 1602 and 2002 ranges.

This was followed with the model expansion within the ‘02’ range and the introduction of the 3-Series in 1975 as well as the expanding 5- and 6-Series. To deal with the increased range, Jack relocated to a larger, stand-alone complex on Coleraine’s Millburn Road in 1978, and this re-location on a main thoroughfare proved so successful that it remains the company’s flagship showroom to this day.

By the 1990s, the model choices focused on the 3-, 5-, and 7-Series cars with Touring options and a 3-Series convertible. However, the cars remained relatively difficult to obtain which contributed to their exclusivity and desirability. Each Series had its own dedicated variants providing a model for every segment as well as cars that created their own segment.

Over the years purchasing choices have changed with customers coming in better educated because of internet research and being more focused on what they require. Head of Business, Niall Mac Flynn, says that while a customer may have previously asked what a salesperson might suggest as a comparable replacement for his or her current trade-in car, the modern buyer is more precise in not only the model choice, but also in the required specification and option choices.

BMW research shows that in the process of making a purchase, customers now only visit the showroom on 1.4 occasions on average before committing, compared to seven visits in pre-internet days.

Purchasing options have changed over the years as well. In the early years of the dealership, there was a bias towards cash purchase and occasionally hire purchase. However, with the advent of PCPs in 1998 the additional purchase flexibility widened the customer appeal. It has also the advantage of being renewable at the end of the contract plan, easing the customer into another new car.

For others, pre-owned models are a route into BMW ownership, particularly with full dealer history and warranty. Customers benefit from seeing the current range available at JKC’s dedicated site on Ballycastle Road which was acquired in 2006. All cars are prepared to the exacting requirements of BMW’s used car division.

When MINI was launched in 2001, it was initially a single model and had a separate display area in the main showroom. However, as the model choices proliferated, it became obvious that the brand required its own dedicated showrooms which were opened in 2009 on Ballycastle Road, alongside the pre-owned BMW display.

Renowned for their performance models with the M-Sport division also celebrating 50 years of success this year, the move to hybrid and electric cars is nevertheless gathering pace. The sales bias however is to the corporate customer appreciating the much lower BIK liability for business users.

The dealership has its own charging stations on site, supported by an in-house substation to support the fast-charging requirements of the plug-in hybrid and all-electric cars now available from BMW.

A three-fold increase in sales over recent years has put increasing pressure on the service workshops and the initial 6-bay facility was no longer found to be sufficient. A new premises was added, but unfortunately one and a half miles away from the main dealership on Millburn Road.

A search began five years ago to seek larger premises and to have somewhere nearer to the showrooms to ease pressure on the outside showroom traffic.

An ideal solution was found a short distance away on the harbour front, enabling a new state of the art 14-bay workshop to be established with associated tyre fitting, car washing and valeting facilities. This has allowed the servicing requirements to become more efficient and has the potential for future expansion with room to add another three work bays.

With sales across all of Northern Ireland, it has a particular advantage for the company’s collect and delivery servicing, enabling a quicker turnaround for customers’ cars. This is also an important element in maintaining a good relationship with the customers which results in a high percentage of repeat business as well as successful referrals to new customers.

With the servicing pressure removed from Millburn Road, and the opportunity to acquire neighbouring buildings, the revised showroom layout is complimented by the extended outside area displaying 30 new cars. This outside area is permanently accessible and provides an opportunity for potential customers to walk around and compare the various models to focus on what might best suit their needs.

For Jack Cassidy and his dedicated team, personal relationships are the core to the success of his business. This is exemplified in the repeat customer business and the long-standing relationship with the BMW Group over the past 50 years. A sparkling trophy cabinet in the showrooms is testament to the success.

But it is also about relationships in the workplace and adopting to social change with a current staff of 85. The industry has become more attractive to female workers and there is a healthy balance across all sectors of the business. The opportunity to move to senior roles includes the current Service Manager, Workshop Controller and Business Manager.

As a high-profile company, JKC is also aware of the community around them, and sport is a key area of support and promotion. The focus is on team sports including rugby, soccer, and GAA, with main sponsorship of Ballymoney Rugby Club. This year they are the team sponsor for the County Derry SuperCupNI (formerly NI Milk Cup) and the Derry GAAGO Games programme for children aged six to 12 years old.

The success of the company is the realisation of its founder, Jack Cassidy, who initially spotted the potential of the fledging BMW range and developed a customer base with the support of BMW UK to take it to the high profile and ultra-successful business that it is today. It is a commitment that will continue to guide it to future success.