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Published on February 8, 2008

If so, there may be an answer in the company's launch yesterday of its M3 high-performance sports car in the Thai market. But be warned: power is not its only staggering aspect. The M3, which is imported in completely built-up (CBU) form, will cost Bt9.9 million.

"This year, we will focus on enhancing the brand and increasing both our market share and customer satisfaction," said BMW Group Thailand president Michael Kordys. "We're investing more in our after-sales service, because we want to become No 1 in providing services to our customers. As for our products, we will expand our diesel range so that customers can still enjoy the products but also have high fuel economy."

The BMW 320 diesel will be seen at the upcoming Bangkok International Motor Expo.

Last year, BMW sales in Thailand dropped sharply by more than 50 percent to only 1,298 units. In 2006, the company sold 2,552 vehicles.

Kordys said the drop was due mainly to a large restructuring programme that had created a slowdown in production of completely knocked-down vehicles. As a result, there were not enough cars to meet demand.

He said sales would improve this year, but he would not be drawn on the size of the expected improvement. Last month's sales recorded a 130-per-cent year-on-year increase.

"Another one of our main strategies will be to import completely built-up models for customers who want a product as soon as it has been launched in the world market. Many are willing to pay the extra price for that exclusivity. In the past, some of our customers have waited too long for our products, only to lose interest," Kordys said.

To promote the new scheme, BMW dealers will host CBU days, in which only CBU products are displayed for prospective clients.

The company has no plans to increase its number of dealers but will improve its existing network of 18 authorised dealers around the country, including Mini showrooms. All BMW vehicles come with a BMW Service Inclusive package that provides free maintenance for five years or 100,000 kilometres. BMW Mobility also provides customers with immediate roadside assistance.

Kordys said all BMW vehicles were compatible with both B2 and B5 diesel and that the quality of the local fuel had been tested. Oil filters will be adjusted accordingly in the 520d, which is the only diesel model BMW is selling at present.

"As for gasohol E20, BMW has no global technology on this, and therefore we have not yet introduced it. We will only consider it if the demand for this technology becomes high in Thailand," he said.

As for the Mini brand, which is also owned by BMW, sales grew 26 per cent last year to 350 units. Double-digit growth is expected again this year.

Vijo Varghese

 The Nation