BMW Group Asia's MD speaks to sgCarMart
05 Feb 2013|9,626 views
BMW Group Asia continues its lead as the top premium car brand and overall automotive brand in Singapore with a total of 4,368 vehicles sold at the end of November 2012.
At the helm of BMW Group Asia is Managing Director, Neil Fiorentinos, who has been strengthening the leadership of the BMW and MINI brands as well as the network infrastructure that goes with it, thus retaining the top spot in Singapore for car sales.
Neil Fiorentinos has been the Managing Director of BMW Group Asia since March 2011. He oversees both the BMW and MINI brands in the East Asia region. Prior to this, he was General Manager of Sales & Distribution in BMW South Africa and has been with the BMW Group for about 18 years.
The Editorial Team finds out more about the recipe behind the success from the man himself.
SGCM: With regards to BMW clinching top position for car sales in 2012, what were the factors that contributed to BMW's success?
Neil: 'Customers' - they have trust in our brand and our dealers. And I would like to use the opportunities here to thank each of our customers for their support in BMW. We are proud to be the premium car brand of choice for customers in Singapore for three straight years. As for the Number 1 for overall industry for the second year running, this is more of a peculiar market situation with the hike in COE pricing in recent years.
As customers place their trust in us, we - together with our dealers: Performance Motors for BMW and Munich Automobiles for BMW M - we will continue to work hard to ensure that our customer needs and requirements are effectively accommodated.
Our product offerings are covering all possible needs of our customers - mainstream and niches. The core models: BMW 3 Series, 5 Series and 7 Series outperforms their peers in terms of customer offerings. The BMW 5 Series and BMW 7 Series were once again segment leaders, while the BMW 3 Series - BMW 320i, 328i and 335i - have set new benchmarks in terms of driving dynamics and luxury comfort in its segment. As of January 2013, we've just added BMW 316i - a Cat A model - to the BMW 3 Series lineup.
Newer body concepts, such as the BMW X1 in Crossover concept and the BMW 1 Series in Hatchback guise, are also getting stronger in the minds of consumers here in Singapore, who are traditionally fond of saloons. In 2012, the BMW X Series and BMW 1 Series sold over 600 units respectively. In the high performance segment, BMW M was also very well received by the enthusiast customers in Singapore. Towards the year end (2012), we also added the new range BMW M Performance Automobiles (MPA), which sits between the top line BMW models and the racing-inspired BMW M. The MPAs will provide the best of both worlds with everyday usability and comfort, yet with dynamic performance on a tab.
To top it off, our Efficient Dynamics technology is also well advanced in the area of CO2 reduction which works in favour of the newly introduced CEVS. To our customers, this is a triple bonus as Efficient Dynamics technology is not only about CO2 reduction, but at the same time, it increases performance and lower fuel consumption - all in one go.
SGCM: What is BMW's strategy towards maintaining a leadership position?
Neil: Keep driving ahead.
As said, we took our moment together with our dealers to be proud of our 2012 success. After a brief celebratory moment, we've rolled up our sleeves once more to get ready for the coming 2013 - which will be more intense. Challenges are from all directions, from macro economy and consumer confidence, to reduced car population growth and rising COE prices. All of which will impact our customers and their demand and requirements for cars.
Our customers are what we place in the centre of our focus, and are what we align ourselves (both BMW Asia and our dealers) to, so as to better serve our customers. Product wise, we will continue to expand our product portfolio. Apart from the BMW 316i and the BMW 118i M Sports that were announced already, we will have the BMW M6 Gran Coupe and a few other models in the pipeline.
Another key component of our business would be Aftersales. At BMW, buying a car is just the start of a journey of sheer driving pleasure together. To ensure our promise is well kept, we have to make sure that our customers have excellent through-and-through experience over the ownership cycle.
Together with our dealers - Performance Motors and Munich Automobiles - we are constantly looking to raise customer satisfaction, both in the areas of aftersales and sales to an even higher level. Through 2012, we managed a progressive improvement in customer satisfaction, but we will not stop there. Here, we are talking about both increasing service capacities for quicker turnaround time and restructuring the process to ensure excellent customer experience.
Finally, we'll also like to place emphasis on rewarding our customers through customer experience-enhancing activities such as the BMW Driver Training programmes that serve to enhance the safe driving skills of BMW owners. Other CRM activities would include the 7P+ programme which has been tailored for our BMW 7 Series owners to include golf tournaments, concierge services, and more.
SGCM: What were the challenges faced by BMW during this time? Are there any upcoming challenges to be expected in 2013/2014?
Neil: As mentioned, 2013 has challenges from all directions, from global economy, to local economy and consumer confidence, to reduce car population growth and COE prices. All of which have direct and indirect impacts on customer sentiments. Nevertheless, we are ready to take these challenges head on.
Our focus is clear - To make our customers happy. We take this to our hearts and will work hard to improve, and even reinvent ourselves.
Despite the challenges, 2013/2014 will be an exciting time, from the automotive history perspective, with the coming launch of the BMW i.
Yet again, this is a good demonstration of the 'Driving ahead' spirit of the BMW Group. In spite of the title of 'The world's most sustainable car company' for eight straight years, BMW Group sets off on another journey for individual mobility solution. BMW i will present not just cars, but more of an integrated solution to urban mobility with focus on sustainability. This will include the advanced Connected Drive technology, in which cars and IT network are integrated, as well as mobile apps to help people move around with greater efficiency.
But, of course, BMW i also offers cars as already seen in concepts. We will have the BMW i3 and BMW i8 - which are expected to come to Singapore in mid 2014. These are revolutionary concepts with carbon fibre body structure and electric drive system - hence, the 'Born Electric' moniker as its brand launch campaign. As sustainability is one of the key goals of BMW i, we reinvented the value chain, even the energy supplied in making BMW i cars are sustainable. For example, our carbon fibre plant at Moses Lake in Washington state, U.S.A, is 100 percent powered by hydro-power electricity. And our final assembly plant in Leipzig, Germany, is powered by wind energy.
Singapore is the best place in the world for running electric cars. In big places like the U.S.A or China, limited range, i.e. around 120-160km, is of consumer's concern. Being the city state with 40km across, range isn't an issue at all. The zero-tailpipe emission of an EV (Electric Vehicle) will likely reduce pollution issues in dense urban areas. The challenge is 'if Singapore is ready' for such a concept, infrastructure wise, policy wise, and consumer wise. This is something that we'll have to work on.
SGCM: Do you think BMW is able to retain top spot for the year ahead?
Neil: Well, that is what we are working hard for and we hope our customers will continue to trust and place their support in BMW. Our aim is to continue to be the brand of choice for premium car buyers. As for top spot overall, this really depends on the market conditions, and has less to do with us.
As mentioned, moving forward, the BMW Group is looking into the 'mobility solution' and not just cars. BMW i, including the BMW i Ventures, branches out into many areas, as we see that intermodal mobility is the most efficient and sustainable way to move around in an urban environment. Many solutions are being tested and implemented, such as mobile apps, Connected Drive technology, and even car sharing.
BMW Group Asia continues its lead as the top premium car brand and overall automotive brand in Singapore with a total of 4,368 vehicles sold at the end of November 2012.
At the helm of BMW Group Asia is Managing Director, Neil Fiorentinos, who has been strengthening the leadership of the BMW and MINI brands as well as the network infrastructure that goes with it, thus retaining the top spot in Singapore for car sales.
Neil Fiorentinos has been the Managing Director of BMW Group Asia since March 2011. He oversees both the BMW and MINI brands in the East Asia region. Prior to this, he was General Manager of Sales & Distribution in BMW South Africa and has been with the BMW Group for about 18 years.
The Editorial Team finds out more about the recipe behind the success from the man himself.
SGCM: With regards to BMW clinching top position for car sales in 2012, what were the factors that contributed to BMW's success?
Neil: 'Customers' - they have trust in our brand and our dealers. And I would like to use the opportunities here to thank each of our customers for their support in BMW. We are proud to be the premium car brand of choice for customers in Singapore for three straight years. As for the Number 1 for overall industry for the second year running, this is more of a peculiar market situation with the hike in COE pricing in recent years.
As customers place their trust in us, we - together with our dealers: Performance Motors for BMW and Munich Automobiles for BMW M - we will continue to work hard to ensure that our customer needs and requirements are effectively accommodated.
Our product offerings are covering all possible needs of our customers - mainstream and niches. The core models: BMW 3 Series, 5 Series and 7 Series outperforms their peers in terms of customer offerings. The BMW 5 Series and BMW 7 Series were once again segment leaders, while the BMW 3 Series - BMW 320i, 328i and 335i - have set new benchmarks in terms of driving dynamics and luxury comfort in its segment. As of January 2013, we've just added BMW 316i - a Cat A model - to the BMW 3 Series lineup.
Newer body concepts, such as the BMW X1 in Crossover concept and the BMW 1 Series in Hatchback guise, are also getting stronger in the minds of consumers here in Singapore, who are traditionally fond of saloons. In 2012, the BMW X Series and BMW 1 Series sold over 600 units respectively. In the high performance segment, BMW M was also very well received by the enthusiast customers in Singapore. Towards the year end (2012), we also added the new range BMW M Performance Automobiles (MPA), which sits between the top line BMW models and the racing-inspired BMW M. The MPAs will provide the best of both worlds with everyday usability and comfort, yet with dynamic performance on a tab.
To top it off, our Efficient Dynamics technology is also well advanced in the area of CO2 reduction which works in favour of the newly introduced CEVS. To our customers, this is a triple bonus as Efficient Dynamics technology is not only about CO2 reduction, but at the same time, it increases performance and lower fuel consumption - all in one go.
SGCM: What is BMW's strategy towards maintaining a leadership position?
Neil: Keep driving ahead.
As said, we took our moment together with our dealers to be proud of our 2012 success. After a brief celebratory moment, we've rolled up our sleeves once more to get ready for the coming 2013 - which will be more intense. Challenges are from all directions, from macro economy and consumer confidence, to reduced car population growth and rising COE prices. All of which will impact our customers and their demand and requirements for cars.
Our customers are what we place in the centre of our focus, and are what we align ourselves (both BMW Asia and our dealers) to, so as to better serve our customers. Product wise, we will continue to expand our product portfolio. Apart from the BMW 316i and the BMW 118i M Sports that were announced already, we will have the BMW M6 Gran Coupe and a few other models in the pipeline.
Another key component of our business would be Aftersales. At BMW, buying a car is just the start of a journey of sheer driving pleasure together. To ensure our promise is well kept, we have to make sure that our customers have excellent through-and-through experience over the ownership cycle.
Together with our dealers - Performance Motors and Munich Automobiles - we are constantly looking to raise customer satisfaction, both in the areas of aftersales and sales to an even higher level. Through 2012, we managed a progressive improvement in customer satisfaction, but we will not stop there. Here, we are talking about both increasing service capacities for quicker turnaround time and restructuring the process to ensure excellent customer experience.
Finally, we'll also like to place emphasis on rewarding our customers through customer experience-enhancing activities such as the BMW Driver Training programmes that serve to enhance the safe driving skills of BMW owners. Other CRM activities would include the 7P+ programme which has been tailored for our BMW 7 Series owners to include golf tournaments, concierge services, and more.
SGCM: What were the challenges faced by BMW during this time? Are there any upcoming challenges to be expected in 2013/2014?
Neil: As mentioned, 2013 has challenges from all directions, from global economy, to local economy and consumer confidence, to reduce car population growth and COE prices. All of which have direct and indirect impacts on customer sentiments. Nevertheless, we are ready to take these challenges head on.
Our focus is clear - To make our customers happy. We take this to our hearts and will work hard to improve, and even reinvent ourselves.
Despite the challenges, 2013/2014 will be an exciting time, from the automotive history perspective, with the coming launch of the BMW i.
Yet again, this is a good demonstration of the 'Driving ahead' spirit of the BMW Group. In spite of the title of 'The world's most sustainable car company' for eight straight years, BMW Group sets off on another journey for individual mobility solution. BMW i will present not just cars, but more of an integrated solution to urban mobility with focus on sustainability. This will include the advanced Connected Drive technology, in which cars and IT network are integrated, as well as mobile apps to help people move around with greater efficiency.
But, of course, BMW i also offers cars as already seen in concepts. We will have the BMW i3 and BMW i8 - which are expected to come to Singapore in mid 2014. These are revolutionary concepts with carbon fibre body structure and electric drive system - hence, the 'Born Electric' moniker as its brand launch campaign. As sustainability is one of the key goals of BMW i, we reinvented the value chain, even the energy supplied in making BMW i cars are sustainable. For example, our carbon fibre plant at Moses Lake in Washington state, U.S.A, is 100 percent powered by hydro-power electricity. And our final assembly plant in Leipzig, Germany, is powered by wind energy.
Singapore is the best place in the world for running electric cars. In big places like the U.S.A or China, limited range, i.e. around 120-160km, is of consumer's concern. Being the city state with 40km across, range isn't an issue at all. The zero-tailpipe emission of an EV (Electric Vehicle) will likely reduce pollution issues in dense urban areas. The challenge is 'if Singapore is ready' for such a concept, infrastructure wise, policy wise, and consumer wise. This is something that we'll have to work on.
SGCM: Do you think BMW is able to retain top spot for the year ahead?
Neil: Well, that is what we are working hard for and we hope our customers will continue to trust and place their support in BMW. Our aim is to continue to be the brand of choice for premium car buyers. As for top spot overall, this really depends on the market conditions, and has less to do with us.
As mentioned, moving forward, the BMW Group is looking into the 'mobility solution' and not just cars. BMW i, including the BMW i Ventures, branches out into many areas, as we see that intermodal mobility is the most efficient and sustainable way to move around in an urban environment. Many solutions are being tested and implemented, such as mobile apps, Connected Drive technology, and even car sharing.
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