Press release | 2022.09.08

BMW Group Thailand doubles down on customer experience, bringing latest models and ultimate Power of Choice to BMW Xpo 2022

BMW Group Thailand led by Mr. Alexander Baraka (2nd from left) President and CEO of BMW Group Thailand joined the press conference of the annual BMW Xpo 2022, which will be held from 22nd to 25th September 2022 at CentralWorld.


(From left)


1. Mr. Björn Antonsson, Chief Executive Officer, BMW Financial Services Thailand

2. Mr. Alexander Baraka, President and CEO of BMW Group Thailand

3. Mr. Galdric Donnezan, Sales and Dealer Network Development Director, BMW Thailand

4. Khun Preecha Ninatkiattikul, Director of Marketing, BMW Thailand

5. Khun Krisda Utamote, Director Corporate Communications, BMW Group Thailand

6. Mr. Miguel Llabres-Pohl, Head of BMW Motorrad Southeast Asia and Importers APAC

7. Khun Chanin Thiticharupaisal, General Manager Sales, BMW Thailand  

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Bangkok. BMW Group Thailand is introducing an unparalleled degree of ‘Sheer Driving Pleasure’ by organising the annual BMW Xpo 2022, bringing the very best of premium automobile experiences closer to fans and customers than ever before. The theme this year will revolve around the 50th anniversary celebrations of the BMW M, demonstrating the commitment and passion for the motorsport legend. Customers will also be able to witness the debut of new models as well as special offers for both BMW and BMW Motorrad at the event, which will be held at CentralWorld from 22nd to 25th September 2022. 


Mr. Alexander Baraka, President and CEO, BMW Group Thailand, said: “BMW Thailand is fully committed to our goal of providing customers with Sheer Driving Pleasure and the Power of Choice. As we enter the ‘Future of Mobility’ era, we are constantly bringing state-of-the-art innovations to deliver the ultimate satisfaction through every step of our customer’s journey. This has also resulted in us hitting the highest record for customer satisfaction as measured by the Net Promoter Score (NPS Score) in terms of sales and services. With the highest-ever level of customer satisfaction, we have built upon it with another landmark achievement after closing the most successful first 8 months result as the Number One leader in the Thai premium automotive segment. Our leading 41.7% segment share which is 9,317 units of BMW registration YTD August is yet another living proof that, whatever the circumstances, we will always remain our commitment to mission to ceaselessly innovate and fulfill customer needs across all aspects of mobility.”


“In addition, this year's event also marks the 50th anniversary of BMW M's accomplishments, boasting the legendary motorsport spirit in uncompromising high-performance vehicles that stand out from the crowd. We truly believe that this event will provide an important opportunity for BMW to reach out to and maintain close relationships with our current and prospective customers.”


“More importantly, it is now more crucial than ever for us to take part in creating a low-carbon society to slow down climate change, which is why we are ramping up electromobility. Our offer of up to four BEV models: the BMW iX3, BMW iX, BMW i4 and MINI Cooper SE, as well as the launch of the new BMW iX xDrive40 today, is our commitment to bring the “Power of Choice” to our Thai customers. By the end of this year, we will have an all-electric model on offer for each and every segment. In cooperation with our partners, we now provide access to 600 charging outlets in 295 locations across the nation for owners of BMW and MINI electric vehicles.”



To celebrate motorsport legend in the 50th anniversary celebration of the BMW M, the new BMW M4 CSL and BMW M240i xDrive will be unveiled at the BMW Xpo 2022; while the BMW 2 Series now comes in a special edition in the new BMW 220i Gran Coupé (M Performance Edition) to excite Thai fans at the event. Emphasising the Power of Choice, the new BMW iX variant is also now available in the new BMW iX xDrive40, signaling another step of BMW’s journey toward electrification. In addition, fans of BMW M can also enjoy a special concert by Lipta on M Fan Day on Saturday, September 24th, 2022, from 16.30 hrs.,at CentralWorld Square, CentralWorld.


Meanwhile, BMW Motorrad Thailand now offers 3 new fresh colours to the iconic BMW R18 and R18 Classic model including Black Storm Metallic, Mars Red Metallic, and Manhattan Metallic Matte, while the robust BMW R 1250 GS Adventure is more stylish than ever in brand new colours.   


Highlights from BMW M Performance Parts


At this year's BMW Xpo 2022, customers can visit BMW M Performance Parts booth created under the concept of 'Parts of Joy', showcasing the new BMW Advance Car Eye 3.0 driving recorder with QHD resolution which will be opened for booking before its official launch in October. Additionally, BMW customers who enjoy customising their vehicles will be able to purchase BMW M Performance Parts for the BMW 2 Series, BMW 3 Series, BMW 5 Series,and other models at special prices.The BMW Lifestyle Collection 2022 merchandises will also be available at the event. 


Special offers at the BMW Xpo 2022




Customers booking a BMW during the BMW Xpo 2022 period with vehicle handover within September 30th, 2022, will be able to take advantage of these exclusive offers*:


  • All bookings at the BMW Xpo 2022 come with the Limited Gift Collection commemorating the BMW M's 50th year anniversary
  • 18,500 THB Bowers & Wilkins Wireless Headphone for the booking of BMW X3, BMW X4, BMW X5, BMW X6 and BMW X7
  • 13,690 THB Garmin Venu 2S smart watch for the booking of BMW X1

Customers interested in purchasing the below BMW models with vehicle handover within September 30th, 2022, and choosing to finance their purchase with BMW Financial Services Thailand, will be eligible for the following special offers:

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*Terms and conditions applied


For more information, please visit


BMW Motorrad


By popular demand, BMW Motorrad Thailand is bringing back the “SET ZERO” campaign. Throughout September, customers will be able to own their next dream ride on dream terms with 0% interest for up to 5 years** – plus one year of BMW Motorrad Protect (first-class insurance) for those opting for the 

BMW C 400 GT, R nineT Pure, and R 18.


** Applicable for BMW F 850 GS, F 900 R, F 900 XR, S 1000 R, S 1000 XR, S 1000 RR, R 1250 GS, and R 1250 GS Adventure

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Additional Photos

(From left)


1. Khun Preecha Ninatkiattikul, Director of Marketing, BMW Thailand

2. Khun Chanin Thiticharupaisal, General Manager Sales, BMW Thailand

3. Khun Krisda Utamote, Director Corporate Communications, BMW Group Thailand

4. Mr. Alexander Baraka, President and CEO of BMW Group Thailand

5. Mr. Björn Antonsson, Chief Executive Officer, BMW Financial Services Thailand

6. Mr. Galdric Donnezan, Sales and Dealer Network Development Director, BMW Thailand

7. Mr. Miguel Llabres-Pohl, Head of BMW Motorrad Southeast Asia and Importers APAC



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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 over 30 production sites all over the world; 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 2021 was € 16.1 billion on revenues amounting to € 111.2 billion.    
As of 31 December 2021, the BMW Group had a workforce of 118,909 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 labour, 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 over 30 production sites 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)     

Pawalisa Thanawajeran (08-6564-4726 or 0-2627-3501 ext.125)     

Nawapas Seesarin (08-2654-9447 or 0-2627-3501 ext. 126) 

Jirawat Akachan (09-3636-1241 or 0-2627-3501 ext. 101),,,    

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