Press Release Business performance BMW Group Thailand Annual Press Conference 2022
Press Release | 2022.02.10

BMW Group Thailand maintains its success for two consecutive years with No.1 leadership in the Thai premium automotive segment, moving forward to e-mobility while reinforcing customers’ satisfaction

Also, introducing 10 models of BMW, MINI and BMW Motorrad, highlighting the first-ever purely electric Gran Coupe – the all-new BMW i4


  • BMW Group Thailand maintains No.1 position in the premium segment with increased BMW and MINI combined segment share to 45.5% in 2021, increased from 44.6% in 2020
  • The best ever of BMW Financial Services Thailand with new business volume increasing by 13%, totaling 19 billion THB and total portfolio volume is 52 billion THB
  • BMW Group Manufacturing Thailand hits the highest-ever total production record of automotive and BMW Motorrad at 33,428 units
  • Ten new models for BMW, MINI and BMW Motorrad introduced to offer the best Power of Choice for customers, including the first-ever purely electric Gran Coupe, the all-new BMW i4 in two model variants


Mr. Alexander Baraka, President and CEO of BMW Group Thailand (2nd from left); Mr. Erik Ruge, Managing Director, BMW Group Manufacturing Thailand (far left); Mr. Björn Antonsson, Chief Executive Officer (3rd from left), BMW Financial Services Thailand and Mr. Knut Boelcker, Managing Director, BMW Parts Manufacturing Thailand (4th from left) celebrate the success of BMW Group Thailand in maintaining the No.1 position in premium automotive segment for two consecutive years in BMW Group Thailand Annual Press Conference 2022 at The Studio Park.


Bangkok. BMW Group Thailand celebrates its great achievement with continued No.1 leadership in the premium car segment for two years consecutively, with BMW and MINI conquested the most premium segment share at 45.5% in 2021, up from 44.6% in the year before, while MINI Electric enjoyed its growth rate at 263% YoY. The company also continues its focus on electromobility aiming to drive development and adoption of electric vehicles in Thailand and help pushing forward to the future of electric mobility.

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The year of leadership for BMW Group Thailand, the leader in premium car segment, innovation and customers satisfaction

Mr. Alexander Baraka, President and CEO of BMW Group Thailand stated, “As we are entering the new era of future of mobility, we remain fully committed to our goal of bringing sheer driving pleasure, cutting-edge technologies, and the Power of Choice to our customers. This also resulted in hitting the highest record of customer satisfaction as measured via the Net Promoter Score (NPS Score) in terms of sales and services. We recognize that every customer’s need is different and therefore we innovate flexible solutions to deliver ultimate satisfaction and happiness through every step of our customer’s journey. What makes us stand out and therefore shapes us into the company we are today is that we incorporate our long-held philosophy with the Power of Choice. Our innovation led us to introduce new advanced driving assistant technologies to the Thai market, and therefore making us a pioneer within the industry. We create a more digitalised and personalised future for mobility by incorporating design, electricity, connectivity, and sustainability as well as go forth with endless innovation and development. With a clear goal for the future, we aim to blaze the way for electric mobility, to offer the best experiences for all motorists, including ICE, PHEV and especially BEV users as we move into 2022.

BMW Group Manufacturing Thailand breaks the record of production with the commitment in sustainability

Mr. Erik Ruge, Managing Director, BMW Group Manufacturing Thailand said, “2021 was the most successful year ever of with a total production of 33,428 units for both BMW and BMW Motorrad. Since BMW Group Manufacturing Thailand has been operated in 2000, more than 250,000 units had been produced and we keep the highly flexible production facility in response with the volatility of the market in terms of demand and supply. The total production has increased 17.8% as well as the production for export has increased 11.6%. We are also committed to sustainability through zero-waste-to-landfill and carbon-neutral. For the production part, we have been able to reduce the average waste 35.6% per model with the accumulated waste from recycled and reused 27,208 tons since 2014. The partially power at Plant Rayong which is the clean power is generated from photovoltaic panels and the remaining energy from the grid which is substituted by International Renewable Energy Certificates (I-RECs). While our sustainable commitment on young talents have been maintained through BMW Service Apprentice Program, with 223 students’ enrollment and 186 students working with our authorised dealer network nationwide. Also, the Dual Excellence Program in Education has been providing scholarship to 102 students and 33 students are working at Plant Rayong.”

Continued focus on digitalisation and innovation supports BMW Financial Services Thailand’s aim to enhance the customer experience

Mr. Björn Antonsson, Chief Executive Officer, BMW Financial Services Thailand, said, “Although we have been in a challenging period due to the pandemic, our new business volume has expanded by 13%, with two thirds of all BMWs financed by BMW Financial Services in 2021. The total new business volume amounted to 19 billion THB and the company's total portfolio volume now equals 52 billion THB. We see a clear trend in the market with customers being interested in our flexible Guaranteed Future Value product “Freedom Choice” and the take rate doubling. To commemorate the company's 20th anniversary and long-lasting journey in Thailand together with our valued dealers and partners, special prizes have been given away to customers who purchased vehicles with a BMW Financial Services contract since late last year. The lucky draw grand prizes of one BMW 2 Series Gran Coupe, one all-electric MINI Cooper SE, and finally one BMW Motorrad C 400 GT are still on offer at the campaign’s conclusion this year.In addition to the anniversary campaign we continue to support all BMW Group brands with strong bundled campaigns with a special focus on our overall loyalty efforts.”


“In 2021 BMW Financial Services Thailand sustained its promise to deliver customer centric technology solutions such as the possibility for customers to conduct an online application integrated with the BMW online sales module as one example. The journey towards enhanced customer experience doesn´t stop here, and the offering will be further expanded in 2022 with additional technology made available throughout the year e.g. online self-service functionality called “MyBMW Finance” allowing customers to manage parts of the relationship by themselves. Additionally, by integrating with National Digital ID (NDID) we will be able to extend and enhance our overall customer experience further.” 

BMW and MINI combined electrified vehicle registration captured Number One ranking in the premium electrified segment with 32.9% segment share, on-going with the expansion of ChargeNow public charging network

BMW Group electrified vehicles are in the Number One spot of Thailand’s premium electrified segment with 32.9% segment share. The company has been strongly focused on sustainable future of mobility in Thailand,and offering a range of electrified vehicles in both plug-in hybrid and all-electric configurations to Thai motorists. Also, BMW Group Thailand has been collaborating with partners in expanding ChargeNow public charging stations for all electric vehicles since 2017, in order to sustainably drive the adoption of electric mobility in Thailand. Currently, 130 public charging outlets at 48 locations nationwide have been installed, while 183 charging outlets were located at BMW and MINI authorised dealers and the national sales company (NSC) across the country. All owners of plug-in hybrids and battery electric vehicles can conveniently access ChargeNow charging stations under BMW and MINI network which has a total of 313 charging outlets. Furthermore, a total of approximately 2,000 BMW & MINI Wallboxes have been delivered to customers nationwide.


In addition, through the collaboration with Electricity Generating Authority of Thailand and EVolt Technology Co., Ltd, customers can now access charging stations with more than 300 chargers. When combined with chargers available through the ChargeNow program, BMW and MINI authorised dealers, and partners, BMW and MINI customers can access over 600 charging spots nationwide.


In addition, through the collaboration with Electricity Generating Authority of Thailand and EVolt Technology Co., Ltd, customers can now access charging stations with more than 300 chargers. When combined with chargers available through the ChargeNow program, BMW and MINI authorised dealers, and partners, BMW and MINI customers can access over 600 charging spots nationwide. Within the second quarter of 2022, owners of BMW and MINI electric vehicles can access the service via the EVolt application without using ChargeNow cards.

BMW Group Thailand maintains strong contribution in social sustainability to the Thai society

The sustainability is one of the main goals for BMW Group Thailand. The company continues to build sustainable and long-term business, also established an internal sustainability committee to involve all business entities to mutually think and act to support sustainability in all directions, including environmental, social, and economic & governance pillars.


BMW Group Thailand has been initiating many sustainable programmes to support the Thai society such as the Double donation programs together with its authorised dealers and customers, donation to Chaipattana Foundation contributed from participation fee from BMW Golf Cup 2021. During COVID-19, volunteering staff have supported the doctors with proactive ATK tests services in Bangkok alongside with delivering food and medicines to those who were infected. Also, offering BMW and MINI car sharing to medical personnels with free of charge and for anyone driven to vaccination venue at nominal cost through HAUP app. The company has also strived for sustainability by supporting Thai communities through the online charity auction “We Care, We Share”, as part of a Care4Water Foundation initiative in order to support the installation of True Negative Pressure Isolation Rooms for hospitals, organized by the Chaipattana Foundation. In addition, the Care4Water foundation which is now entering its 7th year to aid Thai local communities to have clean water for consuming, continue sharing knowledge and delivered 7,018 sets of water filtration equipment to 95 communities. 

Press Release Business performance BMW Group Thailand Annual Press Conference 2022

(Photograph shows, from left)

  1. Khun Prapatsara Aramvongsamut, Director of MINI Thailand
  2. Khun Preecha Ninatkiattikul, Director of Marketing, BMW Thailand
  3. Mr. Michael Rainer, Chief Financial Officer, BMW Group Thailand
  4. Khun Chalatchai Paphatphong, Deputy Managing Director, Inter-Media Consultant Co., Ltd
  5. Mr. Erik Ruge, Managing Director, BMW Group Manufacturing Thailand 
  6. Mr. Alexander Baraka, President and CEO of BMW Group Thailand
  7. Mr. Björn Antonsson, Chief Executive Officer, BMW Financial Services Thailand
  8. Mr. Knut Boelcker, Managing Director, BMW Parts Manufacturing Thailand
  9. Khun Jaturont Komolmis, Director and Chief Operating Officer, Grand Prix International Group
  10. Mr. Galdric Donnezan, Sales and Dealer Network Development Director, BMW Thailand
  11. Mr. Miguel Llabres-Pohl, Head of BMW Motorrad Southeast Asia and Importers APAC
  12. Khun Krisda Utamote, Director Corporate Communications, BMW Group Thailand
  • 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 2021, the BMW Group sold over 2.5 million passenger vehicles and more than 194,000 motorcycles worldwide. The profit before tax in the financial year 2020 was € 5.222 billion on revenues amounting to € 98.990 billion. As of 31 December 2020, the BMW Group had a workforce of 120,726 employees.

    The success of the BMW Group has always been based on long-term thinking and responsible action. The company set the course for the future at an early stage and consistently makes sustainability and efficient resource management central to its strategic direction, from the supply chain through production to the end of the use phase of all products.

    BMW Group Thailand  

    BMW Group Thailand, a subsidiary of BMW AG, Germany, was established on the 3rd October 1998. The four 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, BMW Leasing (Thailand) Co., Ltd. with responsibility for financial services offerings to both wholesale and retail customers, and BMW Parts Manufacturing (Thailand) Co., Ltd., with responsibility for supplying components for the assembly of BMW Motorrad vehicles at BMW Group Manufacturing Thailand’s Plant in Rayong.

    In 2021, BMW Group Thailand recorded a stable performance with 11,032 BMW and MINI registrations. A total of 9,982 BMW vehicles and 1,050 MINI vehicles were registered last year. BMW Motorrad Thailand maintained its performance in 2021 with 1,197 motorcycle registrations.

    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 18 models: BMW 2 Series, BMW 3 Series, BMW 5 Series, BMW 7 Series, BMW X1, BMW X3, BMW X5, BMW X6 and BMW X7. 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 or 0-2627-3501 ext.102)  
    Benja Wangpeerawong (08-1629-5924 or 0-2627-3501 ext.218)
    Pawalisa Thanawajeran (08-6564-4726 or 0-2627-3501 ext.125) 
    Jirawat Akachan (09-3636-1241 or 0-2627-3501 ext. 101),,,