- Fresh off the milestone of five consecutive years as premium segment leader, BMW Group Thailand looks to energize the market with exciting high-performance offerings
- 9 new models announced across all three brands to strengthen market momentum with focus on taking power and dynamism from the race track to everyday driving
- BMW Group Manufacturing Thailand plant achieves major milestone with local assembly of the MINI Countryman
- BMW Financial Services Thailand set to build on customer satisfaction and growing penetration rates with more digital and AI innovations
segment for the fifth consecutive year
at the Annual Press Conference 2025, at Park Hyatt Hotel Bangkok. The company launched 9 new cars and motorcycles from BMW, MINI, and BMW Motorrad.
In the photograph, from left: Mr. Rene Gerhard, President and CEO, BMW Group Thailand
Khun Jariya Koonlinthip, Chief Executive Officer, BMW Financial Services Thailand
Bangkok. Bangkok. BMW Group Thailand is off to a sprinting start in 2025 with the first wave of key strategic announcements as it marks the fifth consecutive year in the pole position of Thailand’s premium car segment. In response to strong reception from Thai customers for new models throughout 2024, the company is set to boost this momentum further with an initial reveal of 9 new cars and motorbikes that will bring performance and innovation from the racing track straight to the streets of Thailand – and with even more still to come throughout 2025.
In spite of a challenging year overall in Thailand automotive industry, BMW and MINI together achieved
a total of 13,659 vehicle registrations, securing around 45% of the premium market segment. With 12,208 new BMWs registered in 2024, the brand is taking its streak in the top spot of Thailand’s premium automobile registrations into the fifth consecutive year, while the introduction of next-generation models under the New MINI Family propelled MINI to an excellent 7.6% growth year-on-year.
In addition to continued momentum across these sectors, BMW Group Thailand also had a major boost in fleet sales last year. BMW’s market share in luxury hotel fleet deliveries rose to a massive 70% in 2024 – up by 27% from the year before and signifying immense trust in the brand from the hospitality sector.
Mr. Rene Gerhard, President and CEO, BMW Group Thailand, said, “We have entered the year 2025 with an even more intense commitment to take innovation and customer satisfaction to the next level. The enthusiastic reception we received for our BEVs and high-performance models has definitely not gone unnoticed – with a raft of new BMW M and M Performance models spearheaded by the refreshed 4 Series, the first all-electric version of the venerable MINI John Cooper Works, and an update to the BMW S 1000 RR superbike all hitting the road this year. Beyond these new arrivals, we continue to work closely with our growing network of dealerships under the goal of expanding the ‘Retail Next’ concept to all BMW showrooms nationwide within the next two years. This initiative reflects our dedication to enhancing customer satisfaction in both sales and customer support, in partnership with our dealers throughout the year 2025.”
Strong BEV performance strengthens foundation for Thailand’s future of mobility
In 2024, BMW’s electrification journey continued with its BEV lineup expanding to cover six models – with the i5 and iX2 joining the iX3, i4, i7 and iX. In response, BMW’s share of the premium BEV segment last year grew by leaps and bounds – rising from 13.5% in 2023 to 22.6% in 2024 and contributing to the brand’s record-high overall premium segment share of 39.9%. Similarly, the New MINI Family’s arrival on Thai shores last year – featuring all-new, all-electric takes on the beloved MINI Cooper and Countryman as well as the first-ever MINI Aceman – led to MINI BEV deliveries rising by 44% year-on-year.
In Thailand, passionate BMW M fans embraced new arrivals such as the new BMW M5 and M4 CS – both of which were unveiled during the 41st Bangkok International Motor Expo – with more thrills still to come throughout 2025 as further M and M Performance models prepare for their debuts.
These positive performance numbers in Thailand all reflect the trust placed in BMW Group Thailand by customers as well as a strong alignment between the company’s strategic priorities and the market itself. In 2024, BMW Group Thailand remains on the forefront of the automotive industry as one of Thailand’s most highly regarded companies – a fact evident in business-focused award wins such as the automotive category of BrandAge magazine’s “Thailand’s Most Admired Company” survey and the Premium Cars category in Marketeer magazine’s “No.1 Brand Thailand” awards. 2024 was also
a year of industry accolades with the BMW R 1300 GS honored as Motorcycle of the Year by the Thai Automotive Journalists Association, while the BMW 5 Series and BMW i5 both received nominations for Car of the Year and EV of the Year respectively.
Dealerships: Onward and upward with enhancements to customer experience and expansion of Retail Next concept
Based on a customer satisfaction survey conducted last year, BMW Group Thailand recorded an improvement in both sales and services with Net Promoter Scores (NPS) of 95 for sales (up 1 point from 2023) and 93 for services (up 2 points from 2023) – both of which are all-time highs.
In 2025, the company will continue its quest to further refine the customer experience across every touch point. The “Retail Next” concept, which focuses on digital integration and customer-centric designs at dealerships, will continue to expand throughout the coming year with the ultimate goal of raising Retail Next adoption from 60% of all dealerships in Thailand to 100% within two years. One example of this nationwide scope for Retail Next is the launch of Performance Motors Ayutthaya showroom in late 2024 – an 8,800-square-meter complex that combines immersive experiences for BMW and MINI customers with architectural design that reflects Ayutthaya’s cultural heritage.
To address customer interest in both the breadth and depth of BMW Group Thailand’s offerings in the market, the company has also worked with the dealership network to add three more “M Certified” dealers to the network – including Europa Motors (headquarters branch), Amorn Prestige Rangsit, and Barcelona Motor Vibhavadi. Crafted specifically in response to intensifying interest in the fascinating dynamism of BMW M, customers can now discover more in-depth experiences with the most powerful letter in the world at eight M Certified showrooms in Bangkok.
Fresh from a year full of energy and new reveals, MINI is also expanding its retail network with the addition of MINI products and services to current BMW dealerships at Barcelona Motor Bangkhae, Performance Motors Ratchapruek, and Europa Motors’ headquarters branch. BMW Motorrad, meanwhile, has also added another dealership in Rama 5 through partner Motogroup.
BMW Group Manufacturing Thailand: MINI returns to Plant Rayong assembly lines after 7 years
The BMW Group Manufacturing Thailand plant in Rayong has long been a source of pride with its exceptional capacity as part of the global BMW production network. This year, the plant is welcoming the return of MINI to local assembly in Thailand – starting with the MINI Countryman. In addition to enabling more attractive price points for the most adventurous member of the New MINI Family, this addition will make Plant Rayong the only BMW Group manufacturing facility in the world capable of building vehicles across BMW, MINI, and BMW Motorrad brands.
BMW Financial Services Thailand: Incoming innovations to build upon strong trust and satisfaction after a challenging year
BMW Financial Services Thailand had a solid year in 2024 with a slight decrease in new business due to strain from the Thai car market’s overall downturn. Regardless, the focus on digitization and innovation have had a positive impact – with one in two new BMW, MINI, and BMW Motorrad owners choosing the company’s financial solutions for their needs and one in three now managing their contracts through the online self-service platform myBMW/MINI Finance.
Furthermore, insurance and corporate sales performance had a strong year in 2024 with penetration rates increasing significantly to 64% and 68% respectively.
Khun Jariya Koonlinthip, Chief Executive Officer of BMW Financial Services Thailand, added: “In keeping with the focus on customer satisfaction across all of BMW Group Thailand, the Financial Services division also achieved a record-high Net Promoter Score in 2024 at 78. We always aim for customer centricity in everything we do – from the simplicity of owning a new BMW, MINI, or BMW Motorrad through our offers to exclusive experiences like participation in the BMW Golf Cup or BMW Driving Experience activities. In 2025, our journey will continue with AI-driven innovations that make the purchasing and financing experience even faster and more streamlined.”
With 12 robotic process automation (RPA) systems in place in 2024, BMW Financial Services Thailand was able to carry out automated credit approvals in a matter of seconds for 13% of all customer applications last year. The introduction of secure digital signatures has also resulted in 36% of all contracts in 2024 being signed digitally.
