Friday, July 20, 2012

BMW Dominates PHL Premium Luxury Segment; Posts Highest Sales Record

Asian Carmakers Corporation (ACC), the official importer and distributor of BMW in the Philippines, continues to reign as the country’s leading premium automotive brand, posting its highest sales of 106 units sold last June 2012, and dominating the market with its 41% market share for the month. This mirrors the global trend that has seen the BMW Group, posting an 8.1% increase year-on-year growth, its highest record sales ever.

Consumer demand for the premium brand increased in the latter part of the first half of 2012 resulting in a 30% year-to-date market share.

The continued growth and success of BMW in the Philippines is attributed to the strength of its products which are synonymous with driving pleasure. ACC President Maricar Parco explains:

“We have retained the number one position in the premium luxury segment mainly because of the BMW products which are the core of the company’s momentum and the outstanding quality of our service to the Filipino market. We credit our success to the company’s unceasing focus on innovation and dynamism and we will continue to strive to meet our customers’ high demands and standards and maintain our leadership in the segment.”

Growth drivers

At the core of BMW’s growth in the Philippines is the strength of its products, which carries the momentum upon which BMW has achieved its success.

The upward trend of the BMW’s sales in the first half of 2012 was driven by the solid performance of the 3 Series and 5 Series, two of its most important segments.

The 3 Series, BMW’s biggest volume driver, whose sixth generation model was introduced to the Philippine market last May, continues to be the leader in its segment with an exceptional 43% increase in month-on-month sales and a 67% increase on its month-to-date sales.

On the other hand, the 5 Series dominates its segment by having a 69% month-on-month sales growth, 40% month-to-date sales increase and an outstanding 48% year-on-year sales.

 “The success of both our 3 Series and 5 Series are exceptional in the first half of the year. Our 3 Series still proves to be the best selling sport sedan, setting new benchmark in terms of sporting prowess, elegance and comfort,” said Glen Dasig, ACC Executive Director for Sales and Marketing. “We also had exceptional sales for our 5 Series which is our biggest selling vehicle at the first half of the year, affirming its solid reputation in terms of performance, fuel efficiency, and safety.”

A remarkable start for 2012

Apart from its continued momentum in the first half of 2012, BMW also marked significant milestones during the first half of 2012 particularly its participation at the 45th ADB Annual Governors’ Meeting as the official premium mobility sponsor; the country’s biggest economic event hosting of the year. BMW provided of a fleet of BMW 5 Series vehicles to the visiting Heads of State.

Through the partnership, BMW was able to support the efforts of ADB and the Philippine government to address social economic issues and seek comprehensive solutions for its member countries.

Another significant milestone is the successful launch of the All-New BMW 3 Series, the bestselling vehicle in the BMW vehicle line-up.

Continued expansion on the second half of 2012

Apart from continuously bringing in the best in its product line to the local market, BMW is constantly working to expand its dealership network around the county.

BMW recently held a groundbreaking ceremony in Auto Allee BMW at the Eton Centries in North Edsa, its fourth dealer in Metro Manila which is planned to finish by December and set to be operational by February 2013, bringing the tally of BMW Dealerships to seven nationwide.

Aside from Metro Manila, BMW is also aggressively expanding its dealership network in the southern regions. It is set to launch its Cebu dealership in September and hold its inauguration for its Bacolod dealership in the same month.

“We are excited for the second half of 2012 and expect the company to post continuous growth,” said Parco. “With the line-up of our dealership expansion, we are certain that our position as the number one brand in the premium luxury segment will be sustained.”

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