BMW Group Middle East Reports Record Year of Sales
Positive results in all Middle East markets.
January 14, 2011 2:39 by Rasha Reslan
BMW Group Middle East has completed 2010 with 18% growth in sales compared to 2009. The world’s most successful premium automotive manufacturer delivered a record breaking 17,119 BMW and MINI vehicles to customers across 14 Middle East markets, the highest volume sold since the company commenced operations in the region in 1994.
The Group’s year-end results clearly demonstrate customers’ desire for BMW and MINI cars, with all its importers reporting an increase in sales in 2010 and a number of markets recording high double digit growth. These included Abu Dhabi, the highest volume market, where sales increased 39% (3,316 cars); Dubai reported growth of 19% (3,567 cars); Saudi Arabia where sales improved by 18% (3,014 cars); Syria 25% (1,098 cars) and Oman with 18% and 696 cars.
“Achieving an 18% annual growth in sales in economic times that continue to be challenging is an incredible achievement for us. Not only have we achieved double digit growth in most Middle East markets, but we have sold more BMW cars in the region than any other premium European manufacturer. The commitment of our staff and importer partners combined with the launch of six new models during 2010 have all helped put us in this strong position,” said Reiner Braun, Director Sales & Marketing of BMW Group Middle East.
BMW: high-end models drive sales to new record
The company’s flagship BMW 7 Series remained the top selling model with 4,882 cars sold, an 6% increase in sales. Combining ultimate style, comfort and luxury with supreme driving dynamics and pleasure, the 7 Series has been designed around BMW’s robust EfficientDynamics strategy to reduce fuel consumption and emissions and is the most fuel efficient engine in its class.
The new BMW 5 Series, launched in March 2010, was the second highest selling model with 3,292 cars sold, an 82% increase. Other new BMW models that contributed to the company’s growth included the X5 Sports Activity Vehicle (2,517 cars), X6 Sports Activity Coupé (2,543 cars) and the 3 Series (1,969 cars).
MINI: brand’s popularity continues to increase
MINI recorded exceptional sales during 2010, achieving 40% growth across eight Middle East markets and sales of 625 cars. There was growth for all three MINI models: MINI Hatch, MINI Clubman and MINI Cabrio with the MINI Hatch being the best selling model. Over the next two years the MINI product portfolio will increase from three existing models to six, starting with the launch this month of the new MINI Countryman, the first MINI that will have four doors, four individual seats and four wheel drive capabilities. It will later be joined by the new MINI Coupé and MINI Roadster.
BMW Premium Selection: used car sales show steady growth
Another area of the business that saw growth for BMW Group Middle East was BMW Premium Selection, the company’s used-car programme that offers customers the same peace-of-mind motoring as if they were purchasing a new BMW. 1,975 BMW vehicles were sold through BMW Premium Selection in eight markets, representing an increase of 4.6% on the previous year.
Braun added “It has been a great 12 months for us and we anticipate that 2011 will be as successful for BMW Group Middle East. We will see some exciting new models added to our portfolio that will include the new BMW 6 Series Convertible and Coupé, the BMW 1 Series M Coupé, BMW X3 and the new M5. Meanwhile two new models will be added to the MINI family: MINI Countryman and MINI Coupé which will both add an exciting new dimension to the brand’s portfolio and whelp contribute to the growth of the BMW Group brands in the region.