BMW: Sales and Olympics sponsorship

Updated: 2012-03-12 13:54

By Han Tianyang in Guangzhou (China Daily)

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BMW: Sales and Olympics sponsorship

Ceremony announcing BMW will sponsor four Chinese national teams - fencing, sailing, freestyle skiing and snowboarding - in the upcoming London Olympic Games and other contests. [Photo/ Provided to China Daily]

BMW: Sales and Olympics sponsorship

Double-digit increase in January after golden 2011

German automaker BMW continued double-digit sales growth in January after it reported record deliveries of more than 232,000 vehicles in China in 2011, according to Ivan Koh, president of BMW China Automotive Trading Ltd.

"We are optimistic about the market this year," Koh said, adding that the carmaker's sales in January surged about 30 percent over the same period last year.

"I believe we can achieve double-digit growth for the year," he said, without giving a detailed number.

After local production started in China in 2003, the German brand has been in the fast lane as sales grew tenfold from fewer than 20,000 cars.

A major force expected to drive production and sales this year is its newly completed plant - BMW's second in northeastern city Shenyang - that will increase annual output in China to 200,000 vehicles or more, according to Koh.

An expanded product lineup is another positive factor, he said, noting examples like the locally produced X1 SUV that recently hit the market and the new 3 Series sedan that will be made at the joint venture plant later this year.

Imported models launched last year - such as the 1 Series, 6 Series, X3 and 5 Series Touring - are also expected to realize their potential and contribute to "a very good year", Koh added.

BMW is now the second-biggest foreign luxury carmaker in China with sales between Audi and Mercedes-Benz.

While striving for gold in the nation's luxury car market, the company has also worked to help China's athletic teams to the winner's podium through extensive sponsorships. It became the exclusive automobile partner of the Chinese Olympic Committee in 2010.

At a grand ceremony earlier this month in Guangzhou before an audience of more than 12,000, the automaker announced that it will sponsor four Chinese national teams - fencing, sailing, freestyle skiing and snowboarding - in the upcoming London Olympic Games and other contests.

The group's iconic Mini brand that originated in the UK will offer a special edition car for Chinese consumers in the first half this year to commemorate the 2012 Olympics.

With support from the General Administration of Sport of China, BMW will also start junior programs in basketball, golf and figure skating to cultivate future champions.

"We want our brand to be part of the Olympic dream and the Chinese dream," Koh said, noting that the Olympics sponsorships are part of the carmaker's effort to further grow its roots in the nation.

Supporting the Olympics is part of the company's global strategy, not only in China, Koh added.

BMW is the official automotive partner for the 2012 London Olympic and Paralympic Games and has a six-year sponsorship deal with the United States Olympic Committee.

The company said it makes perfect partner with the Olympics Games for its sporty DNA and pursuit of the best driving performance.