BMW Group Asia

BMW Asia

Quarterly e-newsletter for Internals, Dealers and Importers.

Q2 2019

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Dear Colleagues,
 

Q2 has been an eventful quarter for the C3-R3 region, with a variety of activities that have further strengthened our brand across the region.
 

From the intimate and luxurious launch events for THE 7 and THE X7 in Singapore, to the new showroom launches in Vietnam and Guam, to the successful IIMS 2019 and launch of THE X5 in Indonesia, and finally the thrilling drive events for MINI customers and the launch of THE Z4 and THE 3 in the Philippines.
 

On the corporate sales front, we took a strategic approach to our shuttle strategy this quarter and became the Official Car Partner for three major events in the Lion City, providing BMW vehicles to transport event VIP’s, attending Ministers and special guests.
 

In order to improve dealer processes and skills for greater customer satisfaction, six dealerships throughout the region completed the 360° Retail Performance Consulting course.
 

Finally, for the first time, the AK-61 Regional Conference was held in Singapore, where we hosted AK-61 colleagues from the almost the entire C3-R3 region in order to identify unknown synergies across markets, strengthen existing relationships, and share best practices.
 

Every department across each of the markets is actively contributing to our ongoing goal to achieve the number one position in the C3-R3 region.
 

We look forward to working closely with our partners in the region to deliver a thrilling and successful Q3!
 

Best,
Christopher Wehner

INTIMATE LAUNCH OF THE X7 IN EXCLUSIVE PRIVATE VILLA, SINGAPORE

Following a pre-launch campaign, which included closed room events, online interest registrations and media communication, the X7 launch series of exclusive events is designed to be intimate and personal, focusing on customers with priority orders and intended buyers. Set against the grandeur backdrop of the Capella Manor, guests wined, dined in the private villa of Sentosa Island, as they view the first and biggest BMW SAV of the luxury class.
A pre-registration website for THE X7 was also created months prior to the launch to secure order interests: https://bethefirst.bmw.com.sg/thex7/

The overall campaign successfully over-achieved in qualified leads acquisition (115%) and secured 50% of the order bank at launch.

UNVEILING OF THE 7, SINGAPORE

The dramatic unveiling of THE 7 on 10 & 11 July was held at the iconic Esplanade – Theatres on the Bay, for esteemed guests and customers. Personifying leaders who set the stage in their respective areas, the guests were invited on-stage to an exquisite sit-down dinner, as they experienced an immersive digital projection program showing the highlights of the luxury sedan.

The limited edition Montblanc X BMW Luggage set, a five-piece luggage set that sits perfectly in the boot of the BMW 8 Series Coupe, was also displayed at the event and will go on auction in September 2019 to support the National Cancer Centre Singapore (NCCS) and Breast Cancer Awareness Month. All funds raised will go towards breast cancer research at NCCS.
 

The campaign which included a pre-launch campaign of closed room events, online interest registrations and media communication, generated over-achievement of 160% qualified leads at launch.

THE Z4 AND THE 3 LAUNCH IN MANILA, PHILIPPINES

On 11 June, SMC Asia Cars hosted more than 80 media at The Green Sun Hotel in Makati City where they launched THE Z4 and THE 3.
 

Representatives from BMW Group Asia, the SMCAC Dealer Network and SMC ACDC also attended the event.
 

Extensive coverage was generated across print, online and social media outlets, including CNN Philippines.
 

Prior to the event, Christopher Wehner, Managing Director, BMW Group Asia, participated in an intimate round table briefing with editors from six leading automotive trade and daily publications.

THE INDONESIA INTERNATIONAL MOTOR SHOW 2019 (IIMS)

BMW Indonesia underlined its leadership in terms of innovation, luxury, comfort and driving pleasure at the 2019 Indonesia International Motor Show (IIMS).
 

The BMW Group Pavilion covered 868 square meters, showcasing 11 BMW and 4 MINI vehicles, offering a complete test-drive line-up, and displaying new additions to the BMW Lifestyle Collection and accesories.
 

IIMS was also the Indonesian Premiere of the All-New BMW Z4.
 

BMW Group Indonesia achieved brilliant results at IIMS 2019.
- More than 630 BMW and MINI vehicles were ordered, exceeding targets.
- Three newly-launched vehicles were crowned best in their class in 3 Prestigious Categories.
 

The results highlight the ability of BMW Group Indonesia to offer BMW and MINI vehicles which are complemented by first-rate services and various supporting ecosystems for the ten days over which IIMS 2019 was held.

THE ALL-NEW BMW X5 LAUNCH IN INDONESIA

In April 2019, the All-New BMW X5 was officially launched in Indonesia.
 

Assembled locally in BMW Production Network 2, Gaya Motor, Sunter, this fourth generation of the BMW X5 marks another high point in the year of X, following the launch of the latest versions of the BMW X1, BMW X2, BMW X3, and BMW X4.
 

In welcoming the All-New BMW X5 BMW Indonesia prepared an integrated communication timeline for owned, earned and paid channels, including a celebrity ambassador that captured #THEBOSSISBACK in images.
 

Sustainable communications with strong key message, from its design to latest xDrive capability, were highlighted throughout the campaign and will continue in the coming months.
 

- Media Attendance: 105 journalists from 102 media.
- Media coverage: 134 news articles.
- PR Value : EUR 427.412,- (IDR 6,761,853,840,-)

GRAND OPENING OF SALA SHOWROOM IN HO CHI MINH CITY, VIETNAM

The Sala Showroom opened in July 2019 and is the first showroom in the market to house three brands – BMW, MINI and BMW Motorrad.
 

Close cooperation with local dealer was essential in order to open the facility.
 

Each brand has its own Sales and Aftersales team, as well as dedicated areas in the showroom, so customers can experience the uniqueness of each brand.
 

The BMW Luxury Class Concept was also implemented for the first time in the region at the Sala Showroom with an area specifically for the Luxury Class Lounge and Car Display.
 

Digital elements that were integrated into the showroom include:
- Virtual Product Presentation (VPP) where customers can have a 360° virtual overview of the car of their choice (e.g. exterior colors, interior upholsteries, trims, etc).
- Point of Sales (PoS) Digital: Installed in specific LED screens in the showroom, showcasing brand and product communications to the customers.

FIRST SHOWROOM OPENING IN GUAM UNDER PARTNERSHIP WITH ATKINS KROLL

The new showroom (383sqm /4,122sqft) delivers a modern, premium and enriching brand experience.
 

From the exclusive delivery bay and handover suite, to the eye-catching Isetta Bar and dedicated BMW Lifestyle, lounge and service areas, customers are immersed in an engaging and interactive retail environment.
 

Digital elements integrated into the showroom include:
- Virtual Reality (VR) showcase with the BMW product range in eight different environment settings, such as a race track or a villa.
- Point of Sales (PoS) screens in the showroom, showcasing brand and product communications to the customers.
 

Construction and communication investment was approximately US$1.1 million. Further investments include a top-of-the-line aftersales management system for a seamless and secure processing of vehicle and customer data.

BMW GOLF CONNECT PROGRAMME, SINGAPORE

BMW Golf Connect is a programme that leverages the business network and friends of highly connected BMW brand advocates through golf, a key sport that attracts the affluent community in Singapore.
 

On 16 July, a group of golf “Connectors”, invited guests from their network for a specially curated BMW Golf Connect day for building brand affinity, word of mouth marketing, and prospecting of BMW model interests. The 35 leads who attended the event are either business owners or corporate leaders who mostly own luxury cars. Not only did golfers enjoy the thrilling game but also got the opportunity to test drive a suite of BMW models on-site - THE Z4, THE M5, THE 3 and our most luxurious range, the THE X7 and THE 7.
 

Since then, the dealership has received, and is following-up on, enquiries for several GKL+ models.

BMW JOYFEST – A 360° RETAIL CAMPAIGN WITH BRAND ENGAGEMENT

With our dealer in Singapore, Performance Motors Ltd, BMW Asia activated a month-long brand-led retail-focused campaign.
 

‘BMW JoyFest’, is a 360˚ mid-year retail push marketing campaign with activations that delivered through the sales-funnel. It integrates targeted media mix of above-the-line, digital and social advertising, incorporating CRM activities and aftersales clinics, with weekly highly engaging customer activities in showroom, leading to strong enquires and spike in show room traffic.
 

Focusing on communicating products’ customer benefits to defined customer target groups, the campaign focused on a different theme each week, ranging from Adventure, Family, Innovation and Distinction, to showcase the range of BMW models.
 

The highly successful campaign strongly supported the period’s retail target achievement, generating an increase of 175% compared to last year’s campaign, and an increase showroom traffic and test drives by 117% and 121% respectively; with a 128% increase in leads to orders conversion.

MINI DRIVING EXPERIENCE

MINI Philippines hosted 60 prospects and customers at the Clark International Speedway (CIS) on 27 April to experience the unmistakable signature MINI go-kart handling of the MINI 5 Door and MINI Countryman.
 

CIS has a Grade 4 accreditation from the FIA and is located at the heart of the emerging Clark Freeport Zone in Mabalacat, Pampanga.
 

A professional driver trainer provided attendees with the opportunity to enhance their driving techniques and safe driving skills.
 

Through this event, BMW Philippines improved loyalty with existing customers and established a relationship with conquest targets.
 

In addition, customers, prospects and select media were also invited to cover the event and inspire MINI fans throughout the Philippines.

SINGAPORE SHUTTLE STRATEGY

In 2019 there has been a strategic push to diversify the number of Shuttle events, as well as the type of events and organisations which BMW Asia and BMW Performance Motors partners with.

In Q2 2019 there were three major Shuttle events, including IMDEX Asia 2019, INTERPOL World 2019, and The Asia Pacific ICT Ministerial Meeting 2019.

As the Official Vehicle Sponsor for each event, just over 270 BMW vehicles were utilized (predominantly 7 Series and 5 Series model variants). The vehicles were specifically used to transport event VIP’s, attending Ministers and special guests.

ATKINS KROLL TOUTED BEST OF THE PACIFIC

The Stars & Stripes newspaper awarded Atkins Kroll with its “Best of the Pacific Award” naming Atkins Kroll Guam as the 2019 Winner of the “Best Place to Buy a Car”.
 

The “Best of the Pacific Award” is an on-line and balloted survey by the thousands of its readers including active, retired, and reservist military service personnel and their dependents.
 

Lt. Colonel Richard E. McClintic, the USAF Commander of Stars and Stripes Pacific HQ who is based in Tokyo, made the award presentation to the Atkins Kroll sales team in the Atkins Kroll Toyota showroom.
 

Stars and Stripes, now a multimedia news organization, has been publishing to the U.S. military community since World War II and has organized the Best of the Pacific awards for 17 years.

360° RETAIL PERFORMANCE CONSULTING

The objective of the 360° Retail Performance Consulting is to improve the dealer organization’s processes and employee skills in order to improve customer satisfaction and financial returns.
 

As of July 2019, the BMW 360° Consulting Programme was completed by six dealerships throughout the Philippines and Vietnam.
- SMC Asia Car Distributor Corp (PH)
- Motoring Ventures Phil’s Inc
- Autoallee Group Inc
- THACO Passenger Car (VN)
- BMW Phu My Hung
- BMW Long Bien

The Local Coach – ASC Asia Pacific was trained by CA-13 Master Coach ACS.

ADVANCED CAR EYE 2.0 LAUNCH

The all-new BMW Advanced Car Eye 2.0 is a 6-month campaign launched in Singapore in November 2018.
 

The dealer leveraged multiple online (digital banners, social media, eDM) and offline channels (flyers, door hangers, tent cards, digital screen on POS stand) to communicate the offer. As there is no viewing screen on the ACE 2.0, a digital screen was also installed on the POS stand to allow customers to have a better understanding of the product.
 

To increase profitability and reduce labour costs, the dealer outsourced the installation to an external supplier.
 

During the initial 3-months, an all-inclusive introductory offer price of SGD 999 was also offered through price reduction / adjustment from both the NSC and the dealers.
 

- Costs: SGD 146K (NSC) + SGD 5K (Dealer)
- Total units sold: 1,570 (as of March’ 2019)
- Total retail T/O: SGD 1.4 million

INAUGURAL AK-61 WORKSHOP IN SINGAPORE

In May 2019, the first AK-61 Regional Conference was held in Singapore and included 13 representatives from the C3-R3 region including Australia, India, Japan, Malaysia, Russia, South Africa, Thailand, R1, R3 (inc. Indonesia), and R4. Glenn Schmidt and Adam Sykes also participated in the conference.
 

The objective of the conference was to bring together team members from across markets in order to share best practices, challenges, opportunities, and potential synergies.
As a result of a the three-day conference, the AK-61 regional team has:
- Determined the “red thread” across markets to develop a strong storyline communicating the “IMPAC3T” these markets have on the BMW Group business.
- Identified unknown synergies across markets that will help reduce costs and increase ROI.
- Strengthened existing relationships across key markets that will benefit the success of the overall AK team.