BMW Group Asia decided back in 2022 to introduce a second dealer in Singapore rather than downsizing or switching to an agency model. Fast forward to the present, and this strategy appears to have revved up their market position quite impressively, judging by their latest sales report.

Singapore has warmly embraced this dual dealership model, if the Q1 figures of 2024 are anything to go by.

BMW Group Asia has not only secured the pole position in the industry but has also outperformed in the premium and premium EV segments.

Specifically, BMW’s sales have surged by a robust 51.5%, with its battery-electric vehicles zipping ahead with an electrifying increase of 151.5%.

MINI, which continues to be managed solely by Eurokars Group – a relationship nearly two decades in the making and one that includes Rolls-Royce for a tidy BMW suite – posted a respectable growth of 6.1%.

This strategic doubling down on dealership presence in the Singaporean market underscores a keen understanding of the local automotive terrain and customer preferences.

Lars Nielsen, Managing Director of BMW Group Asia, added, “We are proud that BMW Group Asia, along with BMW and MINI, is Singapore’s first choice across all brands.”

Mr Nielsen attributes this success to more than just great cars; it’s about agility and dynamism that reflect the BMW ethos, a relentless pursuit of innovation, and a deep commitment to listening to their customers.

“These achievements are the result of listening to our customers, implementing a consistent strategy and working closely with our two dealer partners,” he noted, illustrating how a combination of customer insight and strategic dealership relationships has fueled their impressive growth.

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Life Community Services Society (LCSS), a Singapore-registered non-profit organisation that empowers children and families through intervention work, care and mentoring, will receive a donation of EUR 10,000 from the Karl-Monz-Foundation to support an estimated 280 children with academic support, meals, case management, activities, and workshops.

“BMW Group Asia has been actively collaborating with LCSS since 2022 as part of our BMW Group Asia Learning Space initiative,” said Lars Nielsen, Managing Director, BMW Group Asia.

“This year, we are excited to not only continue our journey with the children at their Life Student Care Centres but also support them financially through the Karl-Monz Foundation donation. The work that LCSS does in Singapore is an inspiration to us all and we believe these funds will greatly help them to empower the leaders of tomorrow.”

“We are grateful to partner with BMW Group Asia to complement and enrich our curriculum,” said Lam Moi Kwai, CEO of Life Community Services Society.

“With such strong ongoing support, our children are exposed to even more learning opportunities and equipped with the right tools for their development. We are confident that the Karl-Monz-Foundation donation will further support our efforts and have a positive impact on the lives of the children as they strive towards fulfilling their dreams and aspirations.”

About the Karl-Monz-Foundation

The Karl-Monz Foundation was founded in 1996 and launched by Karl Monz, a former member of the board of directors of BMW AG, who donated his assets to the foundation.

The foundation has since supported a wealth of various initiatives, ranging from the opening of a community centre for people directly and indirectly affected by AIDS/HIV in South Africa, to the funding for support of people with autism in Germany.

About Life Community Services Society

LCSS works with disenfranchised children and families, ensuring they receive the care they need through the following core services:

• Friends Of Children and Youth (FOCY): Aimed at children and youth aged 6 to 16 with at least one parent presently or formerly incarcerated.
• MightyKids, Families and Community (MKFC): Drop-in activity centre for children and youth aged 6 to 19 in the Telok Blangah community.
• Life Student Care (LSC): Student care services in Hougang, Sengkang, and Yishun, with a programme emphasizing social, physical, intellectual, creative, emotional, and spiritual (moral) (SPICES) values.
• EduGrow: A joint project with The Hut at Marine Parade that started in 2016 for children from Kindergarten 1 to Secondary 1 from lower-income families in the Marine Parade area.
• Friends2Gather: A mentoring programme for children aged 6 to 8 from vulnerable backgrounds in Bedok Town.

As of 2023, through 1,146 activities, 956 children and families have benefited from the programmes at LCSS.

BMW Group Asia Learning Space

In July 2022, BMW Group Asia launched BMW Group Asia Learning Space, a long-term programme in Singapore to promote digital equity and educate children aged 7 to 12 on the topic of sustainability.

70 Hewlett-Packard laptop sets were donated to the four LSC Centres for the children’s coding classes with HP, homework, and other educational
initiatives.

In 2023, this initiative continued with 14 sustainability workshops across the centers, focusing on various sustainability topics like the basic principles of Reduce, Reuse, Recycle, e-Waste, upcycling, and water sustainability.

In 2024, BMW Group Asia Learning Space aims to partner with various organisations in Singapore to teach children about sustainability in different industries such as aviation, fashion, food, and energy.

For those who are keen to make a difference and would like to join the BMW Group Asia team in volunteering for future sessions, please contact Kimberley Ng at kimberley.ng@bmwasia.com.

Photo Credits: BMW Group Asia

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These numbers indicate that there is increasing affection for BMW and MINI models in Southeast Asia.

With the BMW brand itself revving up an 18% growth over the previous year, and the BMW M, the marque’s performance division, accelerating an impressive 85%, it’s clear that the thirst for luxury and speed is far from being quenched.

The electric avenues are buzzing too, with BMW’s battery electric models surging by 257% and MINI’s electric variants not far behind at a 174% increase.

“The demand for BMW and MINI in Southeast Asia is growing at a fast pace, and we are delighted to see such amazing numbers in 2023,” said Lars Nielsen, Managing Director, BMW Group Asia.

“With Vietnam and Indonesia achieving 50% and 38% growth in BMW sales year-on-year respectively, we are confident that we will continue to expand our growing footprint in the region.”

Singapore has previously welcomed BMW with open arms, placing the brand as the second top-selling premium marque and the third in both the electric vehicle segment and overall brand ranking.

Electric vehicles now account for a significant 23% of BMW’s total sales in the Lion City, signalling a green shift in the luxury car market.

At the 2024 Singapore Motor Show, BMW showed off four new models – the BMW iX1, BMW X1 M35i, BMW X2, and BMW i5 M60. This is just the start, with more models and launches coming as the year unfolds.

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The management changes at BMW Group Asia will go into effect on 1 July 2023, which will see four members of the existing team take on new roles and responsibilites.

“In 2022, BMW appointed a second dealer in Singapore and began local production in Vietnam to support growing demand in the respective markets,” said Mr. Lars Nielsen, Managing Director, BMW Group Asia. “We also increased sales volume at an unprecedented rate in Indonesia, emphasizing the need to rethink business processes, ensure higher business efficiencies, and provide increased attention on local development and growth. In order to best support these business developments, we have made the bold decision to rotate roles and responsibilities within the existing management team effective 1 July 2023.”

First up is Mr. Lee Hwee Siong, who will relocate to Vietnam to take the role of Head of Business Development, Vietnam once local production has started there. Mr. Lee has been with BMW Group Asia since 1992 and is highly experienced in sales, aftersales and dealer development.

“There is a great deal of growth potential in the Vietnam market waiting to be unearthed. By building on his strong relationships with THACO, the authorized distributor of BMW, MINI and Motorrad in Vietnam, we believe Mr. Lee will bring the BMW Group brands to the next level in the market,” said Mr. Nielsen.

Mr. Lee’s role as Sales Channel and Network Development Director will be taken over by the current Director of Corporate Affairs, Ms. Preeti Gupta, who joined BMW Group Asia in 2016 and developed a deep understanding of the group’s business, its customers and how they engage with the group’s brands.

Commenting on this move, Mr. Nielsen said, “we are reaching a turning point in our network strategy as we roll out the Retail.Next strategy, work towards a more sustainable dealer network, and look to modernize the customer journey. For this to be a success, we are placing increased focus on communication within our Dealer Network and to our customers. We believe Preeti’s experience is exactly what we need as we look to stand out from the crowd.”

Succeeding Ms. Gupta as Director of Corporate Affairs will be Mr. Kidd Yam who is currently the head of MINI Asia. Mr. Yam started with BMW Malaysia in 2010 in a variety of roles in Product, Sales and Marketing before moving to Singapore in 2018 to assume his current role.

“His knowledge of BMW and MINI will be vital in the coming years as we launch the new MINI model family in 2024 and prepare for the coming of the Neue Klasse,” said Mr. Nielsen.

Last but not least, Mr. Daren Ching will assume the role of Head of MINI Asia after serving as Director of Marketing for BMW Asia for two years. Mr. Ching joined the group in 2005 and has experience in Sales and Marketing in several regional markets including Malaysia, Indonesia and Singapore.

“This is a great opportunity for Mr. Ching to leverage his experience in the region and help drive growth for the MINI brand as they prepare for the next chapter in their story,” said Mr. Nielsen. Mr. Ching’s successor has yet to be named.

At BMW Group Asia, business development happens in tandem with people development.

“Just as our business evolves and grows, our people must do the same,” said Mr. Nielsen. “This is an opportunity for everyone to step out of their comfort zone, challenge themselves, and bring fresh perspectives to their roles and the business. Every organization needs this from time-to-time in order to stay one step ahead. I look forward to the great things to come from this team and the entire management team at BMW Group Asia.”

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