New direction in BMW Group sales regions
Press Release | 2019.01.28

New direction in BMW Group sales regions

Munich. A core element of the BMW Group’s corporate Strategy Number ONE > NEXT is to increase customer orientation and to focus on future technologies and growth opportunities in global markets. In line with this, the BMW Group is reorganising its sales regions across numerous growth markets.


Sales and marketing operations in Asia Pacific (excluding China), Eastern Europe (outside EU), the Middle East and Africa will be integrated into a single sales region. Mr. Hendrik von Kuenheim will take responsibility for this new region on 1st February 2019 and further leverage the opportunities for growth in this dynamic set of countries. Mr. von Kuenheim is currently responsible for the sales and marketing in Eastern Europe, the Middle East and Africa.


Commenting on this new structure, Peter Nota, member of the BMW AG Board of Management responsible for Sales and Brand BMW, said, “What these markets have in common is great growth potential. This reorganization will enhance collective market strength and ensure that, together with our partners in the region, we can fully capitalize on our exciting line-up of new products. Hendrik has extensive sales experience from various management roles with the BMW Group across all regions worldwide. He brings in-depth knowledge of the individual market dynamics, the customer requirements and capabilities of the respective teams in this region. A smooth transition and fast start are guaranteed.”

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The BMW Group


With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. The BMW Group production network comprises 30 production and assembly facilities in 14 countries; the company has a global sales network in more than 140 countries.


In 2018, the BMW Group sold over 2,490,000 passenger vehicles and more than 165,000 motorcycles worldwide. The profit before tax in the financial year 2017 was € 10.655 billion on revenues amounting to € 98.678 billion. As of 31 December 2017, the BMW Group had a workforce of 129,932 employees.


The success of the BMW Group has always been based on long-term thinking and responsible action. The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy.



BMW Group Thailand


BMW Group Thailand, a subsidiary of BMW AG, Germany, was established on the 3rd October 1998. The three entities of BMW Group Thailand include BMW (Thailand) Co., Ltd. with responsibility for wholesales & marketing of BMW Group products, BMW Manufacturing (Thailand) Co., Ltd. with responsibility for BMW and BMW Motorrad local production, and BMW Leasing (Thailand) Co., Ltd. with responsibility for financial services offerings to both wholesale and retail customers.


Within the first 10 months of 2018, BMW Group Thailand achieved a historic sales record with 9,842 BMW and MINI vehicles delivered to customers, an increase of 18% year-on-year. For BMW plug-in hybrid vehicles, consisting BMW 330e, BMW 530e, BMW X5 xDrive40e, BMW 740Le, BMW i8 Coupe & Roadster, record breaking sales growth in the first 10 months was at 122% year-on-year. BMW Motorrad Thailand also enjoyed strong year-to-date performance with 1,573 motorcycles delivered for an increase of 5% year-on-year.


On the production side, the BMW Group Manufacturing Thailand plant was founded on BMW Group’s strong belief in the growth potential of Asian markets and Thailand in particular with its unique location, strong manufacturing base, and ready supply of skilled automotive labor, being an automotive hub for ASEAN.


On-going investment has been put into the expansion of plant Rayong in terms of assembling processes, aiming to meet growing customer demand. In addition, with approximately 4 billion Thai Baht representing the amount of annual purchasing in Thailand, the BMW Global Purchasing office has been established in Thailand. This is to source various components from local suppliers in Thailand and the broader ASEAN region, in order to supply the entire BMW production network of 30 production and assembly facilities, located in 14 countries worldwide.


As of November 2018, BMW Group Manufacturing Thailand produces the following 13 models: BMW 3 Series, BMW 3 Series Gran Turismo, BMW 5 Series, BMW 7 Series, BMW X1, and BMW X3. For BMW Motorrad, the BMW F 750 GS, BMW F 850 GS, BMW R 1200 GS, BMW R 1200 GS Adventure, BMW S 1000 R, BMW S 1000 RR and BMW S 1000 XR are also locally assembled at the plant. In addition, BMW Group Manufacturing Thailand now assembles three BMW plug-in hybrid models; BMW 330e, BMW 530e, and BMW 740Le.

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For further information, please contact:
BMW Group Thailand


Media Contacts:
Carl Byoir & Associates
Suthatip Boonsaeng (08-7685-1695 or0-2627-3501 ext.102)
Thornthawat Thongnab (08-3225-4567 or 0-2627-3501 ext.206)
Pichanan Toonkamthornchai (08-5157-7557 or 0-2627-3501 ext.101)
Nalinuth Sirisombut (08-6977-7881 or 0-2627-3501 ext.155),,,

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