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BMW Group Thailand kicks off 2025 with a strong start by announcing the first key strategic wave, after maintaining its leadership position in Thailand's premium automotive market for the fifth consecutive year. Based on the positive customer response to new BMW models throughout the past year, the company is ready to continue the market momentum by launching a total of 9 new cars and motorcycles in the early part of this year. These will bring high-performance and exciting innovations from the racetrack to the streets of Thailand, with further new model launches planned for the rest of 2025.
In the past year, despite challenges in the premium automotive segment in Thailand, BMW and MINI delivered a total of 13,659 vehicles in 2024, capturing a 45% market share. The 12,208 new vehicle registrations for BMW last year helped the brand maintain its position as the leader in premium vehicle registrations in Thailand for the fifth consecutive year. The introduction of new models under the New MINI Family also resulted in a strong 7.6% increase in MINI deliveries.
In addition to strong overall delivery figures, BMW Group Thailand also performed exceptionally well in the fleet market for corporate customers last year. The market share of BMW in the luxury fleet segment expanded to 70% in 2024, up 27% from the previous year, reflecting the confidence that the hotel industry has in BMW.
Mr. René Gerhard, President and CEO of BMW Group Thailand, stated: "We have fully entered 2025 with even stronger determination to elevate both driving innovation and customer satisfaction. Last year, our electric vehicles and high-performance models received a warm welcome in the market. We are ready to immediately meet customer demand with a fleet of new M and M Performance models, led by the new BMW Series 4, along with the first-ever fully electric MINI John Cooper Works model and the refreshed BMW S 1000 RR superbike. In addition to all these new launches, we will continue to work closely with our expanding dealer network under the goal of implementing the 'Retail Next' concept as the heart of every BMW showroom across the country within the next two years. This reflects our commitment to enhancing customer satisfaction in both sales and services through collaboration with dealers throughout 2025."
Electric vehicles (EVs) have shown remarkable growth, strengthening the foundation for the future of the Thai automotive industry.
In 2024, BMW Group Thailand continued its mission to drive electric vehicle innovation with a lineup of six electric vehicle models in the country. This includes the launch of the BMW i5 and iX2, complementing the existing iX3, i4, i7, and iX models. BMW’s share of the premium electric vehicle market saw impressive growth last year, increasing from 13.5% in 2023 to 22.6% in 2024. This contributed to a record-high 39.9% market share in the premium segment for BMW.
The launch of the new generation MINI models, the New MINI Family, also provided Thai fans the opportunity to own new MINI electric vehicles, including the Cooper Countryman and the all-new AceMan. As a result, MINI’s electric vehicle deliveries grew by over 44% compared to the previous year.
In Thailand, fans of BMW M have warmly welcomed the new BMW M5 and M4 CS models, which were introduced at the 41st Motor Expo. The excitement will continue in 2025 with more new models from the M and M Performance lineup set to be launched throughout the year.
All of these statistics and achievements reflect the confidence customers and the market have placed in BMW Group Thailand. In 2024, the company proved its leadership in the Thai automotive industry and became one of the most recognized companies among Thai consumers. BMW received accolades, including the “Thailand’s Most Admired Company” award in the automotive industry by BrandAge magazine and the “No.1 Brand Thailand” award for the premium car market by Marketeer magazine. In the motorcycle sector, the BMW R 1300 GS was named Motorcycle of the Year by the Thai Automotive and Motorcycle Journalists Association (SAMYAT). Additionally, the BMW 5 Series and i5 were nominated for the Car of the Year and Electric Car of the Year awards.
The dealer network is ready to enhance the customer experience even further and continue expanding the ‘Retail Next’ concept nationwide.
The customer satisfaction survey results for 2024 revealed that BMW Group Thailand has made significant improvements in both sales and service areas, achieving a Net Promoter Score (NPS) of 95 for sales (an increase of 1 point from 2023) and 93 for service (an increase of 2 points from 2023). These scores represent the highest-ever records for both areas.
In 2025, BMW Group Thailand remains committed to enhancing the customer experience across all touchpoints. The "Retail Next" concept, which focuses on integrating digital innovation and customer-centric design, will continue to expand across showrooms and service centers. The goal is to increase the proportion of Retail Next showrooms from 60% to 100% nationwide within the next two years. This is exemplified by the opening of the Performance Motors Ayutthaya showroom at the end of last year, covering 8,800 square meters, offering exclusive experiences for BMW and MINI customers, along with a design that reflects Ayutthaya’s cultural heritage.
To meet the growing interest in BMW Group Thailand's diverse product offerings, the company has expanded its collaboration with the dealer network by certifying three new “M Certified” showrooms: Europa Motor (Headquarters), Amorn Prestige Rangsit, and Barcelona Motor Bangkae. As a result, BMW now has over 8 M Certified showrooms in Bangkok, delivering an exciting BMW M experience to customers.
MINI is also set to capitalize on the momentum from the previous year by expanding its official dealer network, including new locations at Barcelona Motor Bangkae, Performance Motors Ratchaphruek, and Europa Motor Headquarters. BMW Motorrad has also expanded its partner network with the opening of a new showroom at Moto Group in the Rama 5 area.
MINI is set to return to production in Thailand for the first time in 7 years.
BMW Group Manufacturing Thailand's factory in Rayong is a proud achievement for the company in Thailand and a key part of its global manufacturing network. This year, the factory will welcome MINI as the latest MINI Countryman model returns to production in Thailand, offering Thai fans the opportunity to own this larger MINI model more easily. Additionally, the return of MINI will make this factory the only one in the world capable of assembling vehicles and motorcycles from BMW, MINI, and BMW Motorrad brands.
Ready to elevate financial services with digital innovation, building on customer trust amid the challenges throughout 2024.
BMW Financial Services Thailand delivered solid performance in 2024, despite a slight decline in new customers due to the overall contraction in the Thai market. However, their strategy of integrating digital innovation to enhance customer experiences received positive feedback, with half of the new customers choosing financial services for their BMW, MINI, and BMW Motorrad vehicles. One-third of these customers managed their financial agreements via the online platform, myBMW / MINI Finance.
In addition, both the car insurance business and corporate client sectors performed well, with market penetration rising to 64% and 68%, respectively.
Jariya Koenlintip, CEO of BMW Financial Services Thailand, added, “We aim to enhance customer satisfaction in line with the overall direction of BMW Group Thailand. This resulted in a record-high Net Promoter Score of 78 points last year. Our focus remains on making it as easy and seamless as possible for customers to own a BMW, MINI, or BMW Motorrad through our financial offerings. We continue to provide unique experiences for customers, such as the BMW Golf Cup or BMW Driving Experience. In 2025, we will continue these efforts with AI-driven innovations to further simplify the ownership experience and access to our financial services.”
In 2024, BMW Financial Services Thailand implemented 12 Robotic Process Automation (RPA) systems, automating 13% of customer loan approvals within seconds. Additionally, the introduction of secure digital signature technology enabled 36% of new contracts to be signed digitally.
