Press Release | 2020.12.18


Bangkok. BMW Group Thailand continues to build on its success throughout the course of 2020 with several major awards in recognition of its exceptional brand image and superior choices in innovation based both on public surveys and on the judgement of experts. These awards also placed BMW at top position in terms of corporate responsibility throughout the year. In the second half of 2020, BMW Group Thailand won 4 prestigious awards, including:

  • The third successive win in BrandAge’s Thailand’s Most Admired Company 2020 survey, recording high scores in innovation, business achievements, brand image, corporate responsibility, management, and services
  • Thailand Automotive Quality Award (TAQA) for Outstanding Brand Image for Attractive Design for the fourth consecutive years
  • Top European Brand for Electric Innovation Award 2020, Superbike High Technology Award 2020, and Thailand Car Marketing Award 2020 from Thai Automotive Journalists Association
  • Product of The Year Awards 2020-2021 from Business+ Magazine in the category of high-level saloon for BMW 745Le xDrive M Sport, and entry-level premium Sport Activity Vehicle (SAV) for MINI Cooper S Countryman

Mr. Alexander Baraka, President, BMW Group Thailand, said “The indicators of our success extend beyond the robust business performance, with 4,026 BMW and MINI deliveries in the third quarter accounting for 27% growth from the same period last year. In the face of challenges throughout the year, consumers continue to place their trust in us throughout. The awards we received are the result of our commitment to offer the Power of Choice both in terms of automotive innovations and lifestyle. We have been providing a vast range of drivetrains, flexible aftersales services, and digital transformations to better respond to the changing needs of consumers. This customer-centric approach has been at the heart of our products and services and is the cornerstone of our philosophy as we drive towards success.”


Superiority in innovation laid the groundwork for the coveted honours won by BMW Group Thailand this year along with outstanding diversity, or Power of Choice, that covers every automotive need from internal combustion engines, plug-in hybrid powertrains, to all-electric drivetrains. Since the beginning of this year, BMW has launched several new models across different types of handles. For saloons, BMW has introduced, among others, the 7 Series, 3 Series and 2 Series, while new additions such as the X5, X3 and X1 have been added to the X family. Meanwhile, iconic sports cars like the BMW M8 Competition Coupe and most recently the new BMW 430i Coupe M Sport are all set to offer even more experiences and exclusivity for Thai motorists. Most importantly, BMW Group Thailand has rolled out 4 PHEV models – BMW 745Le xDrive M Sport, BMW 330e M Sport, BMW X3 xDrive30e M Sport and BMW X5 xDrive45e M Sport – along with the first all-electric MINI Cooper SE to join the purely electric troop of BMW i3s and i8 Roadster in expanding the reach and range of electric mobility options.


Moreover, BMW Group Thailand has been consistently fulfilling the mission of sustainable mobility as recognized by TAJA’s Top European Brand for Electric Innovation Award 2020. In addition to a wide range of electrified models, the company has continued its support for Thailand’s growing network of vehicle charging infrastructure with the expansion of ChargeNow public charging stations nationwide. Currently, ChargeNow is available with 91 public charging outlets at 63 locations, alongside 50 charging outlets at BMW and MINI authorized dealers.


Brand image is also another facet that places BMW at the top position in consumers’ hearts. A shift in strategy in response to the new normal behavior of consumers has become an important approach to improve customer experience extensively. This includes digital transformation, such as offering a virtual platform alongside the physical event at Motor Show and Motor Expo, and the new edition of BMW Xpo, which was conceived with the customer-centric mindset to bring the BMW experience closer to customers at 4 shopping malls across Bangkok.


For financial offers and aftersales services, BMW Group Thailand has been providing unprecedented flexibility with the Power of Choice across multiple financial services and maintenance packages. BMW Financial Services Thailand offers Freedom Choice, the refreshingly flexible financing program launched for BMW and MINI customers since 2018 to show significant signs of shifting from the traditional vehicle ownership model to one based on usage – a direction widely regarded as the future of the automotive industry. Additionally, to cater to the growing needs of customers, the BMW dealer network has been expanded throughout the year with 2 new BMW Service Outlets and BMW Premium Selection showrooms at Amorn Prestige Rangsit and Performance Motors Don Mueang. A new Certified Body and Paint Centre by Performance Motors Charansanitwong was also launched to offer enhanced services in terms of speed, convenience and world-class quality.


In addition to its commitment to innovate for the automotive needs, BMW Group Thailand has also been recognized for its corporate responsibility efforts in Brandage’s Thailand’s Most Admired Company 2020 survey. The company has been striving to elevate quality of life in terms of health and education through ongoing programs. BMW Group Thailand has been continuously engaged in the Care4Water program – a partnership with American non-profit organization Waves For Water – to provide access to clean water to those in need across Thailand and sustainably improve the quality of life and the health of people in underprivileged communities. In 2020, BMW Group Thailand delivered 715 water filters to 13 communities across Thailand, totaling 6,918 water filters for 93 communities in 32 provinces throughout its five years of operations and giving as many as 691,800 community members simpler access to clean water.


Furthermore, BMW Group Thailand is dedicated to improving social inclusion through education with the BMW Service Apprentice Program as part of the German-Thai Dual Excellence Education program (GTDEE). Currently in its 9th year of operation, the program has provided theoretical and practical training to 185 vocational students. To further reinforce Thailand’s potential as a global automotive production hub, BMW Group Manufacturing Thailand has also initiated BMW Dual Excellence Program to develop greater expertise in Mechatronics with 62 graduates since 2015.

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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 31 production and assembly facilities in 15 countries; the company has a global sales network in more than 140 countries.


In 2019, the BMW Group recorded new all-time highs with over 2.5 million passenger vehicles, an increase of 1.2% from the previous year, and 175,000 motorcycles, up 5.8% year-on-year, delivered to customers worldwide. Global sales of electrified BMW and MINI vehicles grew by 2.2% to 145,815 cars, taking the total number of electrified BMW Group vehicles on the road to half a million. As of 31 December 2019, the BMW Group had a workforce of 133,778 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 are 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.


In 2019, BMW Group Thailand recorded a stable performance with 12,954 BMW and MINI deliveries. The sales of MINI in Thailand achieved the highest growth rate across MINI’s global networks with 1,204 deliveries, growing by 15% year-on-year. BMW’s luxury segment also enjoyed remarkable results from sales volume of the BMW 7 Series, BMW 8 Series, BMW X7, and BMW i8, recording double-digit growth at 39% year-on-year, while the BMW Premium Selection certified used car program grew by 16% 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 31 production and assembly facilities, located in 15 countries worldwide.


BMW Group Manufacturing Thailand produces the following 16 models: BMW 2 Series, BMW 3 Series, BMW 5 Series, BMW 7 Series, BMW X1, BMW X3 and BMW X5. For BMW Motorrad, the BMW F 900 R, BMW F 900 XR, BMW F 750 GS, BMW F 850 GS, BMW F 850 GS Adventure, BMW R 1250 GS, BMW R 1250 GS Adventure, BMW S 1000 R and BMW S 1000 RR are also locally assembled at the plant. In addition, BMW Group Manufacturing Thailand now assembles five BMW plug-in hybrid models; BMW 330e, BMW 530e, BMW X3 xDrive30e, BMW X5 xDrive45e and BMW 745Le xDrive.


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) 
Pawalisa Thanawajeran (08-6564-4726 or 0-2627-3501 ext.125) 
Pichanan Toonkamthornchai (08-5157-7557 or 0-2627-3501 ext.101),,,

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