BMW Middle East achieves Record-Breaking 2012 Sales in the region
With a total of 21,314 BMW and MINI vehicles sold across 13 Middle East markets, the company’s year-end results clearly demonstrate customers’ desire to purchase into two of the world's strongest and most respected brands – with record sales achieved in 10 markets, several of which recorded double digit growth.
The UAE remained the biggest market, accounting for 47% of BMW and MINI regional sales and almost 10,000 vehicles sold. Abu Dhabi was the highest volume selling market, with a 21% growth, while Dubai witnessed an increase of 5%. Saudi Arabia was the third highest volume selling market, with 17% growth. Other top performing markets included Kuwait, with a growth of 37%, the highest amongst all BMW Group Middle East importers, and Oman increased sales by 33% and Lebanon by 25%.
Commenting on the Group’s record-breaking 2012 performance, Dr. Joerg Breuer, Managing Director, BMW Group Middle East, said: “These remarkable results clearly demonstrate the continued growth of the region’s economies, with the BMW Group making gains in almost all GCC and Levant markets, and with almost all our importers recording double digit growth. It is
BMW: High-end models in the fast lane
Since its launch in October 2010, the BMW 5 Series has been the global market leader in the premium segment of the upper mid-range class. In 2012 the model retained its pole position with 5,210 vehicles sold – the highest volume seller, representing almost a quarter (22%) of all regional sales.
The flagship BMW 7 Series was also amongst the company’s best selling cars with 4,145 models sold. Offering new levels of luxury, comfort and power, the new and refined 7 Series model went on sale in the region in September and has been a strong driving force behind the company’s 2012 sales achievements.
Other top performing BMW models included the X5 Sports Activity Vehicle (3,639 cars), X6 Sports Activity Coupé (2,638 cars), and the BMW 3 Series (1,727 cars).
MINI: 18% growth for the small car with the big cheeky attitude
MINI, the world's fastest growing small premium car brand, recorded another year of exceptional sales with 1,305 models sold across nine Middle East markets – an 18% increase over 2011. This is the most successful year in the brand’s history in terms of regional sales and an impressive feat when operating in a market that predominantly favours large, luxury cars.
Sales were led by the Countryman – the first MINI with four doors and four wheel drive capabilities – which accounted for 41% of the brand’s regional sales. The newly launched MINI Coupé and MINI Roadster were also strong contributing factor to the brand's 2012 success, accounting for 20% of sales. In addition, the brand entered the Jordan market for the first time and other strong investments were made into new MINI showrooms in the UAE and Saudi Arabia to cater for the brand’s progressive growth.
Looking to the future, Dr. Breuer added: “It has been a great 12 months and we anticipate that 2013 will be another successful year for BMW Group in the Middle East. Together with our importer partners, we remain committed to driving our BMW Group brands forward in the Middle East with the investment in facilities, customer service and the launch of new models."
For those not aware with the background of BMW, note that the BMW Group is one of the most successful manufacturers of automobiles and motorcycles in the world with its BMW, MINI, Husqvarna Motorcycles and Rolls-Royce brands. As a global company, the BMW Group operates 25 production and assembly facilities in 14 countries and has a global sales network in more than 140 countries.
One of the first automobile manufacturers to establish an office in the Middle East, the BMW Group set up operations in Dubai in 1994. As the region’s hub, BMW Group Middle East employs 35 people who provide strategic marketing, sales and operational support to 14 importers across the Middle East and Levant region.
Hundreds of millions of Euros have been invested by importers throughout the region in the past eighteen years, providing customers with luxury vehicles and motorcycles, dedicated sales and service facilities and state-of-the-art showrooms, of which many have become architectural automotive showroom landmarks in the Middle East.
In 2011 BMW Group Middle East sold 18,657 vehicles across 14 different Middle East markets and achieved a 9 percent increase in sales. The UAE maintained its position as the top performing market with 47% of regional sales followed by Saudi Arabia, Kuwait and Qatar.
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