Bmw Thailand to Expand Bmw Premium Selection Programme

By: Evander Klum

The subsidiary of BMW the producer of high quality BMW 530 parts in Thailand is hoping to expand its BMW Premium Selection which is an approved used car programme intended to cover all BMW authorized dealers nationwide by 2009. The said programme is expected to increase sales of new cars and at the same time improve the brand's image.

Krisda Utamote, the General Manager for Sales and in charge of the programme said that the BMW Premium Selection is being offered at all certified dealerships in Bangkok however not in the province where there is a small used car market.

The BMW Premium Selection programme is very important since it boost the resale prices of BMW cars and lowers down the leasing rate for new cars. And to cover more areas, BMW Thailand plans of launching the said programme at one or two of their dealers in the provinces next year but they have not decided yet which dealers to choose.

Still in connection with BMW's expansion in Thailand, new authorized dealers were open in major cities including Chiang Mai, Nakhon Ratchasima, Phitsanulok, Khon Kaen, Hat Yai, Phuket, and Chon Buri.

BPS is a global brand which guarantees the automaker's standards in the used-car sector. The vehicles that are qualified to join this programme have to undergo a 72-technical point inspection that would be conducted by BMW-trained technicians. Similarly, the histories of all cars submitted are to be meticulously inspected and recorded. Cars that are to be accepted on the programme must be less than seven years old or with mileage less than 100,000km.

There will also be other premium services offered such as a comprehensive 24-moth or 40,000-km warranty regardless of which comes first, 24-hour roadside assistance, test driving and individual financing.

As part of BMW's customer service, all of its BPS cars are updated regularly which customers can view at the used-car section at bmw.co.th. Mr. Utamote said the main objective of the company is to provide customers with quality, service, and reassurance that would justify their decision to buy the used cars from BMW dealers. It was in the year 2004 when BMW Thailand has first launched the BMW Premium Selection programme and since then it has been able to increase sales of BPS cars by 15 to 16 percent annually.

For this year, BMW Thailand aims to sell around 1,900 cars which is below the 2,800 units previously achieved on the same period last year. The low projection for this year is attributed to the poor economy. However, next year the company is expecting to increase its BPS car sales by 17 percent of new BMW car sales by increasing the volume of BMW's 3, 5 and 7 Series.

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