Publish Jan 25, 2010
BMW Group Thailand is well on its path to become No. 1 premium segment, with the remarkable 2009 results
BMW Group Thailand is well on its path to become No. 1 premium segment, with the remarkable 2009 results:
● BMW automobile sales recorded 2,356 units, an increase of 26% yoy, the strongest growth in premium segment
° BMW was the key driver of the growth of the premium segment
° BMW was the only premium brand with an increased segment share
● MINI hit another over-400-unit record sales, with 407 units
● BMW Motorrad delivered a total 142 motorcycles to its customers.
Bangkok. BMW Group Thailand reported its remarkable 2009 operating results, demonstrating that it is well on its path to become No. 1 premium segment. In 2009, BMW delivered a total of 2,356 units to its customers, an increase of 26% yoy, recording the strongest growth in the premium segment. MINI also achieved an impressive result with 407 deliveries, hitting another over-400-unit record sales. And, BMW Motorrad, the motorcycle business unit, delivered a total of 142 units to its customers.
Mr. Michael Kordys, President of BMW Group Thailand: "At the world level, BMW Group maintained our world's No. 1 position in the premium segment, with an extending lead from our competitors. In Thailand, BMW Group Thailand achieved remarkable results amidst the challenging economic condition. Last year, BMW was the key driver of the growth of the premium segment, and was the only premium brand with an increased segment share. Our relentless efforts to bring the most advanced technologies and the best products to Thai market are well recognized by the public. Resulting from the challenging economic condition; world financial crisis and oil price fluctuation, consumers are seeking for more fuel-efficient cars, but without having to sacrifice the comfort, safety and driving performance. And BMW has a perfect solution - BMW EfficientDynamics technology, which offers exactly what customers are looking for. Moreover, the topic of 'Cost of Ownership' is also becoming a more important purchase criterion; customers are also looking for the low Cost of Ownership. With the BSI BMW Services Inclusive program, another BMW's unique customer offering in the segment, our customers can rest assured that their cars will be professionally maintained throughout the period of 5 years / 100,000 kilometers at the lowest Cost of Ownership. Like BMW, MINI also offers the MSI MINI Services Inclusive for the period of 3 years / 50,000 kilometers, matching with the low-usage nature of MINI customers."
Mr. Kordys also added: "Globally, BMW EfficientDynamics technology has also brought BMW Group the title - 'The World's Most Sustainable Car Company', ranked by the Dow Jones Sustainability Index."
2010: BMW Group Thailand continues to strengthen its product portfolio, and shifts into higher gear on its customer-focused strategy - forging the strong foundation for the No. 1 position in the premium segment.
Mr. Michael Kordys, President of BMW Group Thailand: "Considering the economic and political stability factors, the year 2010 is continuing to be a challenging year. Nevertheless, BMW Group Thailand is prepared to take these challenges, and continues to pave its foundation to become No. 1 in the premium segment. Not only do we continue to work hard to bring the most advanced technologies and the best products to Thai consumers, but we will also shift into higher gear on our customer-focused strategy. BMW Group Thailand will continue its product offensive strategy with the class-leading technology and extensive product offerings to fit the needs of the customers in each segment and niche. The pricing strategy will continue as careful and as an integrated part of product option profiling to simultaneously offer value-for-money to the customers, yet maintain the resale value in the used car market."
New, exciting additions to BMW Group Thailand product portfolio in 2010
Continuing its product offensive strategy, BMW Group Thailand plans to expand its product portfolio with ever-more exciting products. Announced today is the gasohol E20-compatible BMW 320i SE DVD+Navigator E20, featuring BMW Navigation Professional system with DVD playback function, USB connector, and Comfort Access. Furthermore, we will introduce a number of new models, including the BMW Z4 sDrive35is, the new BMW 3 Series Coupe and Convertible, MINI Countryman, as well as the new BMW X1 SAV. BMW Motorrad will introduce the BMW S1000RR Superbike, along with the R1200 in GS, GS Adventure and RT variations.
New Warranty and Services policies:
No warranty and services for non-authorized BMW and MINI cars
As part of the global warranty and services policy, BMW Group Thailand will no longer provide the warranty and services to non-authorized BMW and MINI cars, starting from the worldwide launch in March 2010 of the new BMW 5 Series and the following models thereafter. Due to the widening gap in fuel quality and emission standards in various regions (e.g. EU3, EU4, and EU5), BMW and MINI cars have different technical specifications to accommodate the aforementioned standards in particular markets. In addition, the BMW and MINI cars sold via authorized dealers in Thailand also receive specific technical adjustments to accommodate the local hot climate. For this reason, BMW Group Thailand will no longer able to provide technical supports to non-authorized BMW and MINI cars, especially those with different regional specifications.
"The warranty will only be valid in the country of origin. For an instance, grey imported BMW and MINI cars from the United Kingdom, the warranty and services can only be performed by an authorized BMW or MINI dealers in the United Kingdom." Mr. Kordys added.
Strengthen retail network capability to offer the best customer services
In preparation for the future growth, BMW Group Thailand will expand its retail network footprint with 4 new outlets; of which 3 fully-fledged retail outlets and 1 service center, in order to enhance customer accessibility and customer services capacity. With the multi-configuration strategy, BMW Group is able to tailor its retail network configuration to effectively respond to the customer demand yet efficiently optimize the required investment.
The segment-benchmarked customer satisfaction will be developed even further, with the curriculum extension of BMW Thailand's Training Academy which will offer both technical and non-technical training programs by BMW Group certified trainers. CRM and loyalty programs, backed by the fully-owned call center, will continue to support the sales and customer services.
Customer's peace-of-mind: BMW Services Inclusive / MINI Services Inclusive;
Certified used vehicle programs: BMW Premium Selection / MINI Next
As the key pillar of the customer-focused strategy, the BSI/MSI programs (BMW/MINI Service & Repair Inclusive) will continue to provide BMW and MINI customers the low cost of ownership and peace of mind, yet another unique offering from BMW Group. In addition, BMW Premium Selection and MINI Next, the certified used car programs, will continue to expand in order to provide to our customers the peace of mind with 2 years/ 40,000 kilometers used-car warranty. The programs will also help creating demand for the used vehicles, and, therefore, improving the resell value.
Launch of new BMW brand campaign:
JOY IS BMW.
In Thailand, BMW marks the opening of the new decade with its implementation of the new BMW brand campaign: JOY IS BMW. JOY is the core of the BMW brand - it is the force that drives the brand, its employees and its products. Since 1965, BMW have fulfilled its promise of "Freude am Fahren" or in English translation as "Sheer Driving Pleasure" in every one of its products. Not only does this new brand campaign highlight the enjoyment of progress, of life, of beauty, of success - and especially, of sheer driving pleasure, but it also presents BMW brand in a highly emotional way.
"We are looking at quality and profitable growth, which allows us to focus on further strengthening our capabilities to make a leap forward. We are forging a strong foundation to prepare ourselves to take the No. 1 position in the premium segment." said Mr. Kordys.
BMW Group Thailand sales figures 2009 at a glance
||Sales 2009 (Units)
||Compared to previous year
|BMW Group Automobiles
Segment Share Data, BWM Group Thailand vs. Premium Segment
||Segment Share 2009 (%)
||Compared to previous year
Note: Figures include passenger cars and SAV's/SUV's.
If you have any queries, please contact:
Director Corporate Communications
BMW Group Thailand
Tel: 0-2305-8820 Fax: 0-2305-8882