INTERVIEW: Johannes Seibert, Managing Director of BMW Group Middle East, on the company’s regional strategy, the brand’s success and customer engagement
Published on 23 March 2016 by Shakhnoza Muradova
Anastasia Varnavskaya, Head of the Automotive Portfolio at Adam Smith Conferences: What global automotive trends affect BMW’s business in Middle East?
Johannes Seibert, Managing Director of BMW Group Middle East: In the Middle East region and beyond, we can see a major trend towards SAV and SUV vehicles. In 2015, for the first time, our X model range – from X1 to the X6 – accounted for more than 50% of our total sales in the region. That is first of all a good development, as we feel that our X Models are exactly meeting the requirements and desires of our customers. On the other hand, the demand was so strong that demand exceeded supply, especially for the X5, which is the most-sold BMW model in the region.
Another trend is that we are observing customers becoming more demanding and more discerning, especially in the premium and luxury market segment. Therefore we are continually developing and strengthening the retail level of our brands BMW and MINI. BMW Group has strong importers and retailers in the region, who are ambitious, customer-oriented and committed to invest.