In 2010, BMW Group Malaysia sold a total of 4,509 vehicles in the country, an increase of 13% over the previous year’s volume. Of the 4,509 units, 4,006 were BMW vehicles, 222 were MINIs and the remainder BMW motorcycles.
Announcing the performance result, Geoffrey Briscoe, MD of BMW Group Malaysia said: “The year 2010 proved to be yet another historic milestone for us where we managed to set successful benchmarks in all areas of business. With the Malaysian automotive sector growing significantly to a Total Industry Volume amounting to 598,200 units – the most ever achieved and surpassing the previous record of 552,316 units achieved back in 2005 – all signs seem to point towards a positive recovery from the 2009 economic downturn.”
Mr. Briscoe added that, aside from registering record performances for the current variants of the BMW 3-Series and 7-Series, the introduction of several new key models also contributed to the volume growth. These included the all-new 5-Series, X1, X5, S1000RR Superbike and the new MINI range. During 2010, the X1 was also added to the locally-assembled line-up, joining the new 5-Series and 3-Series at the facility in Kulim, Kedah.
“In 2010, we introduced a product portfolio which demonstrated why we are the most dynamic automaker in the premium segment of the Malaysian car industry. We introduced leading, cutting-edge technology for cars in the segment and we introduced the new locally-assembled BMW X1 model, a first new BMW model series to be assembled here in 27 years. These strategic initiatives drove our performance for the year and moving forward, we fully intend to continue to deliver on our strategy of delivering the full range of BMW vehicles to Malaysia as soon as they are made available. We are also studying the viability of introducing additional locally-assembled models in Malaysia,” he added.
A BMW dealership in the Klang Valley
The network of BMW dealerships also grew steadily to 15 dealerships throughout the country, with the introduction of four new dealerships (in Kuala Lumpur, Kuantan, Butterworth and Johor Bahru). The dealerships were also instrumental in spurring the growth of the BMW brand through successful events such as the BMW Innovation Days program, BMW Merdeka campaign, the BMW Xpo, BMW Premium Selection Showcase as well as events held in conjunction with the major festivals.
“Our goal in Malaysia has always been to deliver the ultimate premium experience behind owning a BMW, which always goes beyond the precise engineering and leading technologies that our vehicles are built upon. In order to achieve this, we ensure that our premium expression is communicated and delivered to our customers at every engagement and touch-point, which is why our dealerships play an important role here as they are the most pivotal contact to our customers,” Mr Briscoe said.
BMW Group Malaysia’s ongoing commitment towards introducing BMW EfficientDynamics technologies in its entire product range, as well as the introduction of additional BMW Advanced Diesel models, has also led to the organization becoming the automotive premium segment leader in emission standards whilst continuing to improve on vehicle driving dynamics and performance. With the growing level of understanding and appreciation amongst customers around the importance of emission reduction and improved efficiency standards, BMW is confident that its award-winning BMW EfficientDynamics innovations will continue to set it apart from its competitors in 2011.
“We are the Most Sustainable Car Company in the World so it is only natural that we should introduce our leading proposition – the BMW EfficientDynamics strategy – here in Malaysia. We know and believe that Clean and Green Technology is the future of the car industry and by introducing them to the Malaysian market, we aim both to show our commitment and ambitions in the creation of cars that are not only fuel efficient and better for the environment, but to also educate Malaysian drivers on the need to take affirmative action in the battle against climate change,” he said.
Mr Briscoe noted that while the Malaysian government has made significant strides in encouraging the greater adoption of green technology, additional steps still need to be taken, particularly in light of the government’s set objective of achieving a 40% reduction of current emissions by 2020.
“Incentives need to be introduced to encourage greater adoption of diesel fuel in Malaysia, as was done with the introduction of tax and duty waivers on hybrid vehicles in 2010. While hybrids are designed to be environmentally-‘friendly, they are not the one all and be all’ solution to promoting sustainability or reducing carbon emissions. The fact of the matter is that Advanced Diesel technology options are the most readily available and immediate alternatives that can be easily implemented today” said Mr Briscoe.
Elaborating on this point, Mr Briscoe said that Advanced Diesel engines, such as those in BMW vehicles, provide up to 20% more horsepower, 75% more torque and up to 30% efficiency in fuel consumption compared to petrol equivalents, whilst at the same time also generating 20% less carbon dioxide, thus significantly reducing the amount of harmful emissions introduced to the environment.
BMW Group Malaysia’s performance mirrors that of BMW Group Asia which saw a rise of 30% in its sales volume in Asia in 2010, increasing to 7,976 units from 6,155 units in 2009. The Singapore-based subsidiary looks after those markets in Asia where BMW does not have a subsidiary sales and marketing organisation (BMW Group Malaysia is a subsidiary of BMW AG), with the exception of Indonesia which has a subsidiary but comes under BMW Group Asia’s responsibility.

“We have seen strong sales growth from BMW Group in the East Asia and Pacific Islands region, with sales even exceeding pre-crisis levels. BMW has out-performed the market and secured BMW’s position as the leading premium brand of 2010 in Brunei, French Polynesia, Philippines, New Caledonia, and Singapore where we saw a 21% increase in BMW vehicles sales,” said Karen Lim, Acting Managing Director and Finance Director, BMW Group Asia.

To know more about BMW in Malaysia as well as BMW EfficientDynamics, visit www.bmw.com.my

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BMW Premium Selection

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