By The Nation
BMW, MINI and BMW Motorrad also made history with each brand recording its best-ever delivery figures in Thailand.
BMW Group Thailand is set to build upon the previous year’s accomplishments with an expanded premium vehicle line-up that targets a wide range of market segments, while market-driven innovations of the future “offer superior experiences through sheer driving pleasure, exceptionally efficient assembly lines, smart services, and a dedication to create lasting impact on Thai society through responsible and sustainable initiatives”.
Christian Wiedmann, president of BMW Group Thailand, said on Tuesday: “The trust placed in us by our customers is yet another solid indicator of our success. In 2018, BMW Group Thailand was selected as the top auto-maker in BrandAge’s ‘Thailand’s Most Admired Company 2018’ study, recording top scores in innovation, brand image, business achievements, and social responsibility.
“We will certainly build upon our achievements in all of these areas throughout 2019, starting with the launch of new vehicles that fulfill every automotive need. Today, we are introducing the all-new BMW 3 Series, the new BMW Z4, and from BMW Motorrad, the new BMW C 400 GT.
“Elsewhere, we have brought state-of-the-art manufacturing technologies such as 3D printing into the fold to open up new alternatives in vehicle production and personalisation that better meet our customers’ eclectic demands. We are also preparing to commence local assembly of high-voltage batteries this year to support the production of plug-in hybrid models in response to growing demand in Thailand.”
He added: “The premium experience we offer to our customers does not end with joy on the road or convenience from our network of dealers. All three brands under our umbrella are also actively engaging them digitally through all major channels – including Facebook, Instagram and YouTube.
“In addition to stories on the latest movements from each brand for customers and fans to catch up with, our BMW JOY TV channel offers a growing library of variety content for genuine BMW fans – ranging from highlights from the latest activities under ‘The Ultimate JOY Experience’ programme to how-to guides for cutting-edge vehicle features.
“MINI, meanwhile, has taken the digital experience to the next level with exclusive availability of special-edition cars – such as last month’s MINI Cooper S Hatch Ice Blue Edition – through digital channels in a move that has generated considerable excitement among MINI fans in Thailand.”
BMW sales last year reached an all-time high with 12,036 deliveries – up 20 per cent from the previous year and achieving the highest growth rate across the global BMW network for the second year running.
MINI and BMW Motorrad also recorded their highest-ever full-year sales, with 1,051 MINIs (up 4 per cent year-on-year) and 2,154 motorcycles (up 8 per cent) delivered.
“BMW Group’s vision – both on a global level and in Thailand – is to drive the automotive industry forward to a better future with creative, distinctive and sustainable innovations. In addition to our success in vehicle deliveries, another proof of our strategic direction can be seen in the sales of plug-in hybrid vehicles, which increased by 38.4 per cent worldwide and 122 per cent in Thailand over the past year,” Wiedmann added.
“For passionate drivers who have fallen for our ultimate performance in precision, we are seeing an excellent reception for our BMW M models, which saw deliveries increase by 105 per cent, year on year. This is proven evidence that our imported vehicles strategy is as successful as our local assembly strategy, thus we plan to build upon the success of our CBU [completely built up] strategy with the all-new BMW 3 Series CBU and the all-new BMW Z4 CBU with highly attractive offers throughout 2019,” he said.