New showroom will be at Ubi, where the dealer hopes to up sales 25% in 2010
Alpine pumps $1.5m into Chevrolet Centre Chevrolet Centre

CHEVROLET dealer Alpine Motors is investing $1.5 million in a new showroom in the Ubi motor belt, hoping to increase sales 25 per cent next year.

The new Chevrolet Centre is scheduled to open next month at the junction of Ubi Avenue 3 and Eunos Link. The four-storey building, which used to be occupied by Ford distributor Regent Motors, is being refurbished into a full-fledged 3S Chevrolet Centre – that is, one providing sales, service and spare parts.

When complete, the 80,000 sq ft facility will have a showroom to display up to 10 cars, and a 24-bay service centre. It will also have a display area for accessories, such as the latest sports kits, and Chevy memorabilia.

SS special sport edition cars and boutique items such as fashion wear and accessories will be available too.

“Besides the refurbishment, we are also increasing our sales and service work force from over 50 staff to about 85 to 90,” said Alpine Group managing director Albert Pang. “Our priority is to provide quality customer service.”

Amid the recession, Alpine expects 2009 sales to be about 130 cars – around the same as in 2008. But with the economy expected to improve in 2010, it is targeting 160 units. “We will maintain the overall volume this year but when things get better we hope to raise sales 25 per cent next year,” Mr Pang said.

Alpine already has two showrooms – at Novena and Bukit Timah. From today, it becomes the sole Chevy dealer here after Starsauto’s dealership agreement with Chevrolet ended yesterday.

In 2003, Starsauto – a subsidiary of mainboard-listed Wearnes – became the first Chevrolet dealer here when the brand with the gold bow tie replaced Daewoo. In March 2006, General Motors appointed Alpine Motors the second Chevy dealer. GM owns the Chevrolet brand.

Wearnes said in an SGX statement that it was dropping Chevy “in line with ongoing streamlining efforts to strengthen the group’s core automotive distribution and service business”.

Singapore’s Chevy car population is now about 9,000.

Alpine started 30 years ago as Cycle & Carriage’s sales agent for Mitsubishi and Mercedes-Benz. It used to be the main Volkswagen dealer as well. Today, it also has an auto financing and insurance arm, a used car division, car leasing and rental services and a respray centre.

“We are very proud to be part of Chevrolet’s efforts to become a leading car brand in Singapore,” Mr Pang said.

“The close collaboration we have with Chevrolet will help us deliver a holistic and satisfying Chevy-ownership experience to our customers.”