BMW sales up 13% in ME

High-end models drive sales growth for BMW Group in first half of 2012

Building on its best first quarter ever, BMW Group Middle East has announced a 13 per cent increase in sales for the first half of 2012 compared to the same period in 2011.

Delivering a total of 10,352 BMW and MINI vehicles to customers across 14 Middle East markets, the world's most successful premium automotive manufacturer is gearing up for yet another successful year in the region. Clearly demonstrating the continued growth of the region’s automotive industry, the company’s first half-year results also highlight Middle East customers’ appetite for luxury vehicles that offer the very best from a brand.

The UAE remained the highest volume selling market in the Middle East, accounting for 51 per cent of BMW and MINI regional sales in the first half of this year, followed by Saudi Arabia and Kuwait. Markets that showed good individual sales increases included Oman which grew by 38 per cent, Kuwait 25 per cent, Qatar 21 per cent, Jordan 10 per cent, Lebanon 8 per cent and Saudi Arabia by 4 per cent.

"The number of cars sold in the first six months is the best ever half year results we have achieved here in the Middle East, which sets the pace for another successful year," said Alexander Eftimov, Director of Sales and Marketing, BMW Group Middle East. “Together with our importer partners, we remain committed to driving our BMW Group brands forward in the Middle East with the launch of new models and investments into our services.

BMW Group Middle East’s half year performance was boosted by sales of its top-of-the-range vehicles. The BMW 5 Series was the company’s most popular model, followed by the BMW X5 Sports Activity Vehicle and the company’s flagship BMW 7 Series.

Commenting on BMW Group’s flagship 7 Series model, Eftimov said: “The BMW 7 Series is the leading luxury sedan in the region and has consistently been amongst our best selling cars in almost all GCC countries. It maintains its allure in the luxury end market because it is the epitome of luxury, elegance and innovation, all of which are qualities appreciated and desired by discerning customers here in the Middle East. With the latest generation model going on sale in the region in September, we are confident that the 7 Series will continue its successful journey and will remain a strong driving force behind future sales achievements.”

Other models that proved popular were the BMW X6 Sports Activity Coupé and BMW 3 Series. In the first half of 2012, BMW Group Middle East launched the latest generation of both models. Bigger, sportier and more dynamic, and the first BMW model to be available with three different line options – Modern, Sport and Luxury – the all-new BMW 3 Series arrived in February. Meanwhile, the upgraded X6 Sports Activity Coupé arrived in the Middle East this June.

Reaffirming its position as the fastest growing premium brand in the world as well as in the Middle East, MINI also witnessed record sales growth during the first six months achieving 48 per cent growth across nine Middle East markets.  Sales were led by the MINI Countryman – the first MINI with four doors and four wheel drive capabilities – which accounted for 41 per cent of the brand’s regional sales. Meanwhile the MINI Hatch, MINI Cabrio and MINI Coupé were also strong contributing factors to the brand's first half 2012 success.

MINI also pushed ahead with the rigorous expansion of its model line-up during the first half of the year, with the March launch of the MINI Roadster. The sixth model addition to the range, the MINI Roadster is the first open-top two-seater MINI and a great example of the brand’s progressive growth over the years to appeal to new audience groups.

Another area of the business that continues to grow for BMW Group Middle East is BMW Premium Selection, the company’s pre-owned car programme that offers customers the same peace-of-mind motoring as if they were purchasing a new BMW. Sales increased 13 per cent during the first half of 2012 in eight markets.

Eftimov added, “As the luxury market goes from strength to strength, so does the competition. By launching new models, investing in regular training to ensure that our sales teams are up-to-date with our latest technology and car features, and offering attractive tactical price offers and flexible financial service packages whilst implementing world-class brand marketing campaigns, we are confident that we will maintain our position as the world’s most successful premium automotive manufacturer. 

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