BMW continues domination of the premium segment

BMW continues domination of the premium segment image

Text: / Photos: | posted January 19, 2012 16:54

ACC continues upward trend with 19% growth in year-on-year sales


Asian Carmakers Corporation (ACC), the official importer and distributor of BMW in the Philippines, continues its reign as the country’s leading premium automotive brand, posting a 19% increase in year-on-year sales for 2011 with 792 unit sales versus 664 units in the previous year. ACC closed 2011 with a 33% share in the segment, solidifying its leadership in the premium luxury segment for the ninth consecutive year.

Consumer demand for the premium brand was evident in their steady growth with fourth quarter sales increasing by 11% from the previous quarter. The month of December was the second-highest monthly performance for ACC in 2011 with a resounding 95% growth versus the same month last year.

“The BMW products are the core of our momentum, driving the brand forward in the Philippines,” said Ms. Maricar Parco, ACC-BMW President. “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.”

The increase in 2011 BMW retail sales was driven by the solid performance of the 1-Series, 5 Series, 7-Series and the X-Series. The new 1-Series is the latest product in BMW's portfolio, having undergone a full model change under the “lines” concept with both Urban and Sport lines.

“The All-New BMW 1 Series is a resounding success for us,” remarked ACC Executive Director Glen Dasig. “This second generation BMW model has definitely achieved maturity, equipped with numerous state-of-the art technological features and equipment previously available only in higher segments.”

The BMW X Series still proves to be the best-selling SUV in the premium segment, with 218 units sold in the year, resulting in a 33% share in the segment. The success of the X Series is led by the BMW X3 which registered a year-on-year unit sales increase of 154% from 2010.

The BMW 5 Series also performed exceptionally well in 2011 with a 67% increase in year-to-date sales. Similarly, the BMW flagship model 7 Series continues to be the frontrunner in its category with 37% of the segment and year-to-date sales growth of 11%.

The upward trend of BMW’s performance in the local market closely mirrors the brand’s global performance. The BMW Group concluded 2011 with its best sales result ever. Worldwide sales rose 14.2% last year to reach a total of 1,668,982 vehicles, strengthening its position as the leading provider of premium vehicles.

“We remain optimistic in our forecast for 2012 and expect to experience continuous growth,” remarked Parco. “We plan to pursue our goals while being guided by the central BMW proposition—delivering joy to our customers.”

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At the core of ACC’s plans to further strengthen BMW’s leadership position in the luxury car segment are products that deliver driving pleasure, premium quality and guaranteed reliability. Following its successful launch of the All-New BMW 1 Series, the company plans to launch 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.

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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 aims 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 on 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,” said Parco. “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.”