BMW solidifies lead in premium market with big June numbers

PARCO

It only takes three capital letters to create cars that are fun to drive and a favorite of enthusiasts. Those three letters, accompanied and given character by the familiar blue-and-white chequered emblem, have also spelled unprecedented worldwide growth.

Premium luxury carmaker BMW has been on full throttle in global sales lately, posting an 8.1-percent increase in its segment year on year, its highest showing ever. And even in a “backyard” market such as the Philippines, the sales spike has been felt.

On July 20, Asian Carmakers Corp. (ACC)—the official importer and distributor of BMW in the Philippines—stated that the company posted “its highest sales of 106 units sold in June 2012, and dominating the market with its 41 percent market share for the month.” ACC credits the upward trend of BMW’s sales in the first half of 2012 as “driven by the solid performance of the 3 Series and 5 Series, two of its most important segments.”

Apparently buoyed by glowing local sales outcomes, BMW is set to launch its Cebu dealership in September and hold the inauguration of its Bacolod dealership in the same month.

Widely considered BMW’s biggest volume driver, the 3 Series, the first generation of which appeared in 1975, has propelled the brand to global popularity in the premium cars segment. The recently launched all-new BMW 3 Series is the best-selling vehicle in the BMW lineup.

Known as the first truly modern BMW, the 5 Series was the first to combine the qualities of a sports sedan with the creature comforts of a luxury saloon. Auto journalist Tony Lewin describes the 5 Series as “the model that launched the Series hierarchy around which other carmakers now structure their products.” The 5 Series dominates its segment in the Philippines.

“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,” Maricar C. Parco, ACC president, said in a statement.

BMW recently held the groundbreaking ceremony of its Auto Allee BMW at the Eton Centris in North EDSA, its fourth dealership in Metro Manila. Planned for completion by December and set to be operational by February 2013, Auto Allee brings to seven the number of BMW dealerships in the country.

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

Glen Dasig, ACC executive director for sales and marketing, said in a statement: “The success of both our 3 Series and 5 Series have been exceptional in the first half of the year. Our 3 Series still proves to be the best-selling sport sedan, setting new benchmarks in terms of sporting prowess, elegance and comfort.”

He added: “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.”

Earlier this year, BMW’s participation as the official premium mobility sponsor of the 45th ADB Annual Governors’ Meeting was prominent, as the carmaker provided a fleet of BMW 5 Series vehicles to the visiting high-ranking officials. It is the Philippines’ biggest economic event hosting of the year.