BMW tops luxury sales

BMW South Africa MD, Bodo Donauer

The recorded annual combined group sales figures in South Africa showed growth of 29.4% over 2009 with 24 405 units. This performance gave the group a total premium segment share of 35.4% and a total market share of 8.8%. Furthermore, sales in December 2010 of 1 938 units, comprising of 1762 BMW sales and 176 Minis, represented growth of more than 140% when compared to the 809 units sold in December 2009 (702 BMW and 107 Mini).

International demand

"The achievement of premium segment leadership in South Africa mirrors the success of the group globally, with similar drivers," explains BMW South Africa MD, Bodo Donauer. "As the leading provider of premium vehicles around the world, the success of our sales can be attributed to one of the youngest premium vehicle model line-ups available and robust demand for the many new vehicles we launched in 2010.

"Around the world, demand for cars like the new X1 and the new 5 Series, the 2010 SA Guild of Motoring Journalists' Car of The Year finalist, outstrips supply and the same holds true in South Africa. In addition, there was very strong demand for the recently updated X5 range and the entire 1 Series model line-up was very successful last year."

He adds that the locally-produced 3 Series, manufactured at BMW Plant Rosslyn in Pretoria since 2005, remains in high demand. "It is still the epitome of the sports sedan and we believe it is the most efficient and dynamic of the competitors in this segment. The strong demand for the 3 Series, both locally and in our export markets, shows that our customers continue to appreciate it."

Single digit growth

Whilst the outlook for the automotive industry in 2011 is positive, Donauer is quick to point out that double-digit growth is unlikely. "We need to remember that 2007 represented the car market's worst decline since 1985 and that we continue to operate some way below the market's best year in 2006, despite the marked increase in 2010.

"Whilst some economic uncertainties remain, both locally and internationally, we are confident that our model line-up will allow us to continue to grow in 2011, albeit at a single-digit rate. Certainly, full availability of new vehicles like the new X3 and Mini Countryman, which were both launched in December 2010, and exciting new vehicles like the new 6 Series, will give the impetus to continue this success in the New Year," he concludes.