UAE | General
BMW invests over $30m in facilities
BMW's regional distributors for Mini compact cars have invested over $30 million in showroom facilities and service centres ahead of the launch.
- By Manoj Nair
- Published: 00:00 February 17, 2002
BMW's regional distributors for Mini compact cars have invested over $30 million in showroom facilities and service centres ahead of the launch.
This is first time that the Mini, in over 40 years that it has been in existence, is being launched in the region. BMW acquired the Mini through its purchase of the Rover Group in 1994.
In the first year of availability, BMW is projecting regional sales of 600 to 800 units for the Mini. Dubai and northern emirates is expected to account for about 300.
"This may seem like a small figure compared to the number of BMW cars that we sell, which is ten times higher. But if you consider that this number is three times the figure that Mini's nearest competitors sold in its best year in the region, it changes your perspective," said Robert Bailey-McEwan, regional managing director for BMW Group.
The Mini has had its Lebanon launch last Wednesday and will be introduced to the local market today. The dealership here, AGMC, has already set up the showroom in Dubai and plans to have a similar one ready for Sharjah some time next year.
"Mini's sales will be driven purely by emotion and we do not see it competing with the BMW. Mini is a truly classless brand and BMW is status-oriented. These are two very separate brands," added Bailey-McEwan.
"BMW has a wider model range and this will be topped by the introduction of one, two and four series in the next two years. The Mini will grow at its own rate."
The regional office is trying to push the Mini into new target groups, including young women users.
As for Saudi Arabia, "It will get the same emphasis as any other market where Minis is available. But since women are not allowed to drive, it does impact that half of your potential user base almost disappears. But we are adapting our marketing campaigns accordingly."
The three Mini models are priced between Dh60,000 and Dh75,000.
Meanwhile, BMW is in line to meet a 30 per cent unit growth during the first quarter of 2002, Bailey-McEwan said.
As for the wider Middle East automotive market, "It has not seen a decline, but overall sales have been flat or growing by 2-4 per cent. The UAE is recording a higher growth at 6-7 per cent."
Latest news
- Filipino students, groups attend cultural meet
- For this maestro, it's all about the sound
- Experts can't tell old instruments from new
- Sound of violins
- Facilitators: Helping others find joy
- Volunteers remove garbage from Mamzar beach
- Clean-up campaign set to raise awareness
- Sharjah landmarks bathed in light
- Shaikh Mohammad meets South Korea leader
- Dubai hospitals debut life-saving procedure
- UK’s top Arab advocacy group in need of aid
- New rules for Abu Dhabi buildings
- Four poised to chase their dreams in Dubai
- In the pursuit of happiness
- Get friends on board, zip away with Salik bonus
Community Reports
-
Bridges needed
Al Ittihad Road has no pedestrian facilities as one nears Sharjah
-
Street lights needed
Authorities urged to act with haste before a major accident occurs in Al Nahda, Dubai
-
Motorists ignore stop sign on buses
Overtaking school vehicles can put students' lives at risk
-
Safety regulations flouted at Dubai work place
In Al Nahda 2, two workers were seen working on the crane boom at a height of 20m without a full body harness or safety net in violation of rules
