How would you describe BMW Group’s philosophy in 2021?
The BMW Group entered 2021 with determined targets for growth and will be putting the forerunners of its far-reaching technology offensive on the roads soon.
The company is expanding its competitive advantage in the current, far-reaching transformation of the entire automotive industry: it is uncompromisingly focusing on e-mobility, digitalisation, and the circular economy in its ‘New Class.’ We have set the course for a comprehensive realignment. From the middle of the decade, a new generation of models will take premium mobility to a new level from a technological perspective.
BMW Group have a clear roadmap for making the transformation of our industry a real competitive advantage for BMW in the coming years: uncompromisingly electric, digital, and circular.
What are BMW Group’s key achievements in the previous 18 months?
Abu Dhabi Motors has had a fantastic 18 months and we are proud of all we have achieved. We have launched several incredible new initiatives and introduced brand-new products to the market, which have all been received well by our loyal customers.
In April 2021, we showcased the all-new BMW M3 Competition Sedan and BMW M4 Competition Coupé models in all their glory at Yas Marina Circuit.
Thirty-five years after the launch of the very first M - the legendary E30 M3 - the sixth generation of M3 and second-generation M4 deliver uncompromising street and track capabilities for which the model line has become well-known.
With Covid-19 restrictions easing, we had the opportunity to host such an event, and we were delighted to showcase the formidable power of these vehicles, on and off the racetrack.
In addition, we launched the all-new BMW 1 Series, the MINI Paddy Hopkirk, BMW X2 M Mesh Edition and BMW X3 and BMW X4 – to name just a few.
What new products are you excited about introducing into the market?
Ultimately our goal is to be the number one choice for consumers across the region who are looking to acquire an all-electric vehicle, therefore we are incredibly excited for the arrival of the BMW iX. This innovative new model showcases how we are taking a big step in the field of automated driving.
The BMW iX is the first BMW Group vehicle to offer automated driving and parking functions from a new technology kit. It offers enormous potential for systematic further development of automated driving functions over the years thanks to its computing power, powerful sensors, continuous enhancement through data-driven development, and its options for integrating AI into the processing of complex tasks.
How does BMW Group adapt its brands such as Rolls Royce to appeal to the Middle Eastern market?
As you know Rolls-Royce Motor Cars is a global centre of luxury manufacturing excellence, all Rolls-Royce motor cars are hand built in Goodwood, UK, in the highest standards of quality specifically to fit in each region, whether it’s a super-cold country like Russia for example or super-hot countries like the UAE and the GCC in general.
Our models: Phantom, Ghost, Cullinan, Wraith and Dawn, in addition to Black Badge models, are all in high demand – typically for Abu Dhabi customers, the bespoke commissions are of unique interest and highly sought-after. Here I would like to stress on an important point which is the grey market - unfortunately some clients tend to invest in the wrong place by heading to traders instead of the authorised Rolls-Royce Motor Cars dealerships, so they end up owning a non-GCC specifications car which has not been stringently tested and adapted to our climatic-conditions. This also negatively impacts from an ownership perspective as these cars do not enjoy a warranty nor service contract, and no access to Whispers, a by invitation only app for Rolls-Royce clients. Ultimately they get a car that was not built for our market and they lose the opportunity of experiencing the true Rolls-Royce experience with us.