BMW is APEC 2015’s official ride
MANILA, Philippines – BMW, the German car brand, has been awarded a 12-month deal to provide “exclusive, premium mobility” for the Asia Pacific Economic Cooperation (APEC) meetings, culminating in the Summit which will be hosted by the Philippines in November 2015.
The sponsorship will raise further BMW’s profile in the country leading to higher sales, said Glen Dasig, executive director for sales and marketing of Asian Carmakers Corporation (ACC), the BMW distributor in the Philippines.
ACC is seeing a sales growth of 20% to 25% attributed to its sponsorship of the APEC project.
"The (APEC) sponsorship...the exposure and the awareness that's going to happen for the year, that will draw people into our showrooms. This is part of BMW's brand strategy to be entrenched in these kinds of events,” Dasig said.
The APEC is an annual gathering of 21 Pacific rim member-countries, with the first meeting held in Canberra, Australia in 1989.
During the APEC 2015 kickoff on December 1, President Benigno Aquino III said the Philippines will showcase its commitment to promote inclusive growth.
The first APEC 2015 event to be hosted by the country is the Informal Senior Officials' Meeting (ISOM) from December 8 and 9. The ISOM, where senior officials of member-economies will discuss the priority agenda of APEC 2015, was originally set to be held in Albay but was moved to Makati City due to Typhoon Ruby (international name: Hagupit).
More than 200 units of the 5 series and 7 series will be used during the APEC events, after which these would be sold to distribution channels.
To date, BMW has the largest distribution network in the Philippines in the premium car segment, 8 nationwide, which is a big advantage for the brand, Dasig said.
BMW has a market share of 35%, making it the no. 1 in the premium model category.
Bestselling models are the 3 Series, the 5 series, and for the high-end segment, the 7 Series. As of November, ACC sold 633 units, 20 units shy of 2013's total. Average sales per month is 60 to 70 units.
ACC currently distributes 13 models and will launch the 2 series in 2015. – Rappler.com
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