BMW sales rose by 19% in 2011 despite car industry slump—ACC
MANILA, Philippines—Despite a slump in the local automotive industry in 2011, sales of premium luxury vehicles by BMW rose by an impressive 19 percent to 792 units, cementing its position as the country’s leading premium automotive brand.
Maricar Cristobal-Parco, president of Asian Carmakers Corp. (ACC), the official importer and distributor of BMW in the Philippines, said this continued growth can be attributed to the strength of the products.
“The BMW products are the core of our momentum, driving the brand forward in the Philippines. We strive to bring joy to our customers by continually improving our products and pushing the boundaries in order to meet the ever changing demands of customers. It is this focus on innovation and dynamism that has fueled our success and enabled us to achieve our present position in the market,” Parco explained.
ACC ended 2011 with a 33-percent market share in the segment, which it claimed to have solidified its leadership in the premium luxury segment for the ninth consecutive year.
For 2012, ACC has set its target at a conservative 5 percent growth in the sales of BMW cars, Parco said in a press briefing on Thursday.
However, Parco said they have been looking to exceed this “conservative” target with an expected sale of 850 units this year, reflecting over a 7-percent increase in sales.
“We remain optimistic in our forecast for 2012 and expect to experience continuous growth. We plan to pursue our goals while being guided by the central BMW proposition—delivering joy to our customers,” Parco said.
Following its successful launch of the All-New BMW 1 Series in 2011, the company plans to launch this year new generations of two of BMW’s most iconic offerings: the 3 Series, its best-selling line, and the 7 Series, the brand’s flagship model.
Apart from beefing up its product line, ACC also plans to expand its dealership network around the country, particularly in the southern region. Efforts are being made for the strategic expansion of the company’s network in order to meet the growing demand in these locations.
ACC also targets to explore possible partnerships that are aligned with BMW’s identity and which will help further its visibility.
One such project is the recent appointment of BMW as the official transportation for the 45th Asian Development Bank (ADB) Annual Meeting, which will be held in Manila this coming May.
As part of its participation, ACC will provide a fleet of vehicles to transport the conference delegates in and around the metro.
“BMW has been the undisputed leader in the premium luxury for almost a decade. We plan to further build upon this by providing our customers with exceptional products, reliable service and unique experiences that continues to define the BMW brand,” Parco added.
