- BMW and MINI recorded 13,659 new vehicle registrations in 2024, retaining
top spot in the premium segment amidst a challenging year for the Thai market - BMW achieved new milestones with 39.9% share of the premium segment and 22.6% of total premium BEV registrations
- Warm welcome for New MINI Family propelled MINI to 7.6% growth in new registrations overall and a huge 44% boost in new BEV registrations
- Customer satisfaction continues to rise as BMW Group Thailand closed out 2024 with media and industry accolades
Bangkok. BMW Group Thailand has announced its business performance for 2024 after a year of sustained solid performance in the premium segment amidst challenging economic conditions. Against the backdrop of a 24% year-on-year decline in premium vehicle registrations, all three brands under BMW Group Thailand performed well above the market average with BMW and MINI deliveries combining for a total of 13,659 vehicles with MINI remarkably recording a 7.6% growth year-on-year to 1,451 new vehicles registered. Meanwhile, BMW’s total of 12,208 vehicles registered places the brand atop Thailand’s premium segment sales charts for the fifth consecutive calendar year and represents yet another milestone in BMW Group Thailand’s continued leadership of Thailand’s premium automotive market.
Mr. Rene Gerhard, President and CEO, BMW Group Thailand, said: “BMW Group as a whole has always been fully committed to innovation, sustainability, and customer satisfaction. Our conviction across all three areas – alongside strong support from our team, partners, and customers – have enabled us to navigate difficult circumstances in the Thai market with confidence. While the Thai market will take time to recover in the face of ongoing economic headwinds, we continue to see bright spots that hint at what’s to come with total BEV registrations for BMW and MINI combined having risen by 11% year-on-year. We are delighted to see Thai customers embrace our vision for the future of mobility, and we look forward to delivering even more exceptional motoring experiences in the years to come.”
In 2024, BMW managed to retain the momentum that propelled it to the top spot in the premium segment. While the number of new BMWs registered dipped 13.6% year-on-year to 12,208 cars, the brand’s premium segment share grew by 5% from the previous year to 39.9%. Scoping down to the electrified product range, BMW BEVs achieved a market share of 22.6% in the premium BEV segment – up 9.1% from 2023 – while the arrival of the New MINI Family propelled the brand to a spectacular 44% jump in BEV deliveries with 295 new vehicles already in customers’ hands.
Similarly, BMW Motorrad capably weathered the adverse economic climate to record a slight 6% drop in deliveries with 1,011 motorcycles handed to customers last year.
Building trust and confidence: a year in accolades for BMW Group Thailand
Looking beyond vehicle deliveries, BMW Group Thailand also continued its commitment to customer satisfaction and trust. A survey of BMW customers engaged in sales and services experiences throughout 2024 revealed a year of gradual improvements with a Net Promoter Score (NPS) of 95 for sales (up 1 point from 2023) and 93 for services (up 2 points from 2023). These sentiments are reflected in the results of BrandAge magazine’s 17th annual Thailand’s Most Admired Company survey, which places BMW Group Thailand at #1 in the automotive business for the 7th consecutive year with chart-topping scores in business performance, management, and service.
Likewise, Marketeer magazine honored BMW as the winner of the Premium Cars category in its annual No.1 Brand Thailand awards – based on a survey of over 6,000 consumers nationwide.
BMW Group Thailand also had a memorable year in industry honours with the BMW R 1300 GS touring enduro taking home the Motorcycle of the Year trophy from the Thai Automotive Journalists Association’s (TAJA) Car, EV & Motorcycle of the Year 2024 awards. The venerable and refreshed BMW 5 Series featured in the final nominations for the Car of the Year category, and the all-electric BMW i5 lived up to the legacy of its ICE stablemate with a nomination for EV of the Year. Furthermore, TAJA’s voters recognized BMW’s success in the Thai premium segment with a win for the brand in the Best Selling Premium Car Brand category of the Thailand Car & Motorcycle Marketing Awards 2024, while the all-electric ‘eParkourer’ BMW CE 02 bike secured the Most State of the Art Motorcycle prize from the same stage.
A positive look forward into 2025: Continuous improvements in products and services
“We are deeply grateful for the recognition and trust placed in us by consumers and industry allies,” added Mr. Gerhard. “As a leading player in the premium space, we, together with our BMW and MINI authorized dealers, strive to deliver the very best in every mobility scenario. Our plans in 2025 are already in motion to bring even more technological innovations and more diverse motoring experiences to Thailand, and we look forward to sharing more of what’s to come with you very soon.”
In addition to incoming new arrivals across all three brands, BMW Group Thailand will also be building upon its network of nationwide dealerships with quality additions throughout the calendar year under the ‘Retail Next’ concept – which highlights digital and lifestyle integrations within dealership spaces. Recent dealership openings across all three brands include Performance Motors Ayutthaya for BMW, Performance Motors Ratchapruk, Europa Motor (Headquarters), and Barcelona Motor Bangkhae for MINI. BMW Motorrad Thailand also welcomes a new dealership – Motogroup Rama 5 – which features the New Retail Brand Experience for the first time. The concept is used to design the showroom and new retail experience for customers to provide warm and cosy atmosphere where bikers would feel at home and engaging at every touchpoint.
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