BMW Malaysia achieved its highest ever growth in the country for the 100th Year Anniversary of the BMW Group, in the previous year. The company took up a 16 percent hike in 2016 compared to 2015 (9,368 units), and promptly announced plans for the current year to upkeep its high sales growth.
The sales record by BMW’s Malaysian chapter is in tandem with that of the BMW Group, which achieved its best ever sales in 2016 with a total of 2,367,603 vehicles sold worldwide. This marks the sixth year in a row the company has set a new sales record while maintaining its position as one of the world’s leading premium car companies. Domestically, the BMW brand grew to a record 20% in 2016, delivering 9,000 BMW vehicles from 7,515 vehicles in 2015. The MINI brand, under the Group, recorded a 19% growth, delivering 902 MINI vehicles from 756 in the previous year. Its bike division, BMW Motorrad, delivered 1,004 motorcycles in 2016.
BMW Malaysia began 2016 by redefining driving luxury with its flagship model, the new BMW 7 Series. The centenary year also marshalled in the new chapter of Electric Driving Pleasure as BMW introduced the new locally assembled X5 xDrive40e and 330e as part of BMW’s iPerformance portfolio.
The demand for both plug-in hybrids continues to soar and BMW Malaysia is gearing up to produce more units in its first full year in 2017 to meet these large demands and take up rate. With that, BMW Malaysia also strengthened its progressive partnership with the Malaysian Green Technology Corporation (GreenTech Malaysia) to offer its BMW i and BMW iPerformance customers access to its ChargeNow services via the GreenTech Malaysia’s ChargEV platform.
The steady performance growth in 2016 was also spurred by the introduction of a breath of new product portfolios for the BMW brand including the new locally assembled variants of the BMW X1 and BMW X4, the new BMW M2 Coupé and a new special variant of the BMW 5 Series, the BMW 528i M Performance Edition which continued to drive their respective segments.
BMW Malaysia continued to drive the premium segment with its industry-leading BMW 5 Year Unlimited Mileage Warranty and Free Service Program, the specially designed BMW Tyre Warranty Program along with the well-established BMW White Card program, and the BMW Concierge Services as part of the BMW ConnectedDrive innovation offering, which are still leading key differentiators for the brand in the segment.
In addition, the MINI brand charted record achievements in the previous year. The new MINI Clubman, new MINI John Cooper Works Pro Edition and special edition MINI Countryman Park Lane were introduced through the past year. On After-sales, a new 4 Year Unlimited Mileage and Free Service Warranty program for MINIs was revealed.
BMW Malaysia’s Strategic Objectives for 2017
In 2017, BMW Malaysia will prepare the 3 Series, 5 Series and 7 Series for export to S.E.A. countries like Vietnam, and the Philippines by 2018. Meantime, the company will also see an increase in its expertise in its local assembly capabilities from over 7,000 vehicles in 2016 to over 10,000 vehicles in 2017 with an investment of over RM 10 Million. Furthermore, BMW Malaysia will open its doors to its newest Regional Parts Distribution Center facilities at the Free Trade Zone of the Senai International Airport of Iskandar Malaysia. Occupying over 45,000 square meters of land and with an investment of over RM 130 million, the new regional facility will be one of the largest BMW facilities in the region.
Other highlights for the year include the implementation of ‘Voice to the Customer’ and Road Side Assistant (RSA) programs. Based on the global standard NET Promoter Score (NPS) concept, Voice to the Customer will be the next level of measurement of customer satisfaction in the industry while the new RSA program will be the most comprehensive service offering in the Malaysian automotive industry for on road customer care, peace of mind and maintenance.