BMW - Q3 2012


Market Position

In H111, BMW claimed the lead in the car market, largely owing to the effects of limited COEs pushing up prices, as the permit cost is a smaller proportion of the vehicle's price than in other segments. It achieved sales growth of 2.3% y-o-y to overtake rival Mercedes-Benz and former market leader Toyota. It held onto this position for the year as whole, ending 2011 with sales up 5.33% and market share of 17.54% - far ahead of second-placed Mercedes Benz with 14.74% of the market.

Investment Potential

The 5 Series has become a best-seller for BMW and its distributor Performance Motors Ltd (PML), which prompted the launch of more versions during 2011. It was the country's best-selling model with sales of 2,397 units, compared with the second-placed Mercedes E Class on sales of 1,864 units. PML claims that the 5 Series now has a waiting list, which should contribute to another strong performance in 2012. The 3 Series, which ranked fifth in 2011 with sales of 910 units, will also receive a boost from new launches in 2012.

A new feature of PML's business in 2012 is the launch of BMW Individual, which will enable buyers to customise their cars by choosing such features as lights and seating materials.

New Products

Two new variants of the 3 Series were launched in March 2012 to build on the model's success of 2011. They will also be joined by eight units of the special M3 Coupe Competition Edition, which is some recognition of the importance of Singapore - one of many markets BMW leads.

The company will also be better equipped to compete in the small car segment, which will be allocated more COEs in 2012, with the arrival of the 1 Series. The 118i and 116i were launched in November 2011 and are BMW's first offerings in Category A.

Company Data

Year established: 1985

This article is tagged to:
Sector: Autos
Geography: Singapore

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