BMW 2003 Annual Report Download - page 144
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14
Developing markets
Detecting potentials. Shaping growth.
In broadening its activities in Asia, the BMW Group remains true to a long-term
strategy that brought the Company to the region early on. Having first opened
up the market through importers, the BMW Group became the first European
car manufacturer to open its own sales subsidiary in Japan in 1981. Other sub-
sidiaries in Southeast Asia followed: in South Korea, Thailand, Indonesia, the
Philippines and, in 2003, in Malaysia. A regional office in Singapore attends to
the needs of the markets served by importers.
While developing its sales network in Asia, the BMW Group established
assembly plants with partners in Malaysia, Vietnam, Indonesia and the Philippines.
Since the beginning of 2000, the Company has also had its own assembly
plant in Rayong, Thailand. In response to the ASEAN Free Trade Area (AFTA)
development, the BMW Group will gradually develop its production activities in
the region in order to further consolidate its position in the markets of Southeast
Asia. In addition to assembly and production plants, the BMW Group operates
aregional parts distribution centre in Asia. It has also opened an IT centre in
Malaysia serving the whole of Asia and tying into existing IT centres in Germany
and the United States.
In China, the BMW Group has reached an important milestone in its expan-
sion strategy, launching production of BMW 3 and 5 Series cars for the Chinese
market in a joint venture with its Chinese partner Brilliance China Automotive
Holdings Limited in Shenyang in September 2003. This is yet another example
of the principle “Production follows the market” under which the BMW Group
sets up its own production facilities in particularly promising markets, thus ad-
dressing the market from the inside; a market that will continue to grow dynam-
ically in the next few years. In the medium term, the BMW Group expects the
Shenyang plant to produce around 30,000 automobiles a year for the Chinese
market.
In the next five years, the BMW Group’s sales volume throughout Asia will
increase significantly. Thus, Asia is becoming an increasingly important pillar for
the success of the BMW Group.