BMW spills its secrets on how it kept sales high in 2020

Despite the automotive industry struggling this year with complications surrounding the Coronavirus pandemic, BMW Australia has enjoyed strong sales due to a focus on customer service and a robust product portfolio, according to the local boss.

To the end of November, BMW sales are only 1.1 per cent down year-on-year compared to a market that is down 16.1 per cent, with a tally of 21,502 units (just 239 units lower than this time last year).

Measured against its premium German archrivals, BMW sits second on the charts behind Mercedes-Benz (26,305, -9.3%) and ahead of Audi (14,132, +2.6%), as well as being well ahead of Lexus (7689, -13.5%), Alfa Romeo (680, -17.7%) and Jaguar (1224, -42.2%).

Speaking exclusively with CarsGuide, BMW Australia boss Vikram Pawah said key to maintaining its sales momentum in 2020 has been putting the customer first.

“Recording growth in such a challenging year and leading the premium segment in four different months came down to a number of factors,” he said.

“For me, most of all, it underlined the fantastic combined efforts of my team, all our staff and the dealer network. We also upheld our commitment to customer centricity while providing the widest selection of models and powertrains.

“Customer centricity was brought to life in many ways, including taking the sales journey online, initially with the Mini electric hatch reservation, and later with the BMW Shop – a key element in our evolving digital strategy.”

BMW’s fresh product range has also played a key factor, according to Mr Pawah, with all-new vehicles including the 1 Series, 2 Series Gran Coupe, 3 Series, 4 Series, 8 Series, Z4 and X7, as well as a facelifted version of the 5 Series, hitting showrooms in the last 24 months.

In addition, the Mini has also dived into the electric car space with the Countryman S E All4 plug-in and emissions-free Cooper SE Electric hatchback, and unleashed its flagship JCW GP hot hatch, over the same time period.

Not to be outdone, the high-performance M division has also been hard at work with the release of the facelifted M5 Competition, X5/X6 M Competition SUVs, M8 flagship, M2 CS, and X3/X4 M Competition.

Read More About BMW

2021 BMW X5 and X6 M Competition First Edition pricing and specs detailed: Exclusive Mercedes-AMG GLE63 S SUV and coupe rivals set for Australia

“We have the youngest model line-up in the segment and we are continuing to evolve the portfolio with key updates and all-new models including our array of fully electric models such as the iX3, iX and i4,” he said.

“At the other end of the spectrum, we will launch the sixth-generation BMW M3 and M4, which are hugely important for this market and will take high performance to new levels.

“Australia is in the top three globally for sales of M cars in the overall mix. One in five BMWs sold here wear an M badge.”

Despite the new vehicle deluge, BMW Australia’s calendar doesn’t look to be easing up in 2021, which Mr Pawah expects to be another positive year for the brand as he hands the reins over at the end of 2020 to head up BMW Group India.

“The Australian market is one of the most competitive in the world with a lot of brands competing over relatively small volume. But that means opportunity, especially in the growing premium segment,” he said.

“There is still great growth potential for BMW in Australia with aspects like the market, customer preference and our own brand evolving at a rapid rate.

Read More About BMW

BMW to introduce a new electric-first vehicle architecture around 2025 in move away from combustion engines

“This year BMW made big strides against our key competitors despite the pandemic and I strongly feel we can continue on an upward trend in 2021.

“I am proud that all aspects of our business have not only survived through COVID-19; they’ve thrived. That shows the strength in our company, brands and our dealer partners.

“(Incoming BMW Australia boss) Wolfgang (Buechel) is an experienced BMW Group colleague; I know he will enjoy his new leadership role while living and working in this wonderful country.”