Automaker BMW Group Thailand is keen to push luxury cars and premium big bikes in the provincial market, aiming to raise upcountry sales from 20% last year to 25% in the next three years.
BMW Group Thailand president Matthias Pfalz (right) and Markus Glaeser, head of BMW Motorrad Thailand, show off the BMW F800GS motorbike, which is made in Rayong.
President Matthias Pfalz said the group believed the purchasing power of provincial consumers was as strong as that of buyers in Greater Bangkok.
"Our network expansion will shift to focus more on the provinces due to the sheer size of their population and economy," he said.
"We plan to raise the number of showrooms and service centres for the BMW brand from 18 to 22 this year, with those for the Mini brand to be increased from seven to 11. Outlets for big bike BMW Motorrad will also increase from six to 10 this year."
The group recently opened BMW and Mini outlets in Ubon Ratchathani and two BMW Motorrad outlets in Nakhon Ratchasima and on Rama II Road in Bangkok.
Next month, a new outlet for the three brands will be opened officially on Chaeng Watthana Road in Bangkok. The next locations will be Phuket, Hat Yai, Chiang Mai and Pattaya.
BMW Group Thailand reported sales of its Motorrad surged 75% last year to 700 bikes. Sales of BMW and Mini cars will be announced on Feb 19.
In 2013, the group reported record sales with 8,147 BMW and Mini vehicles, a rise of 33% from the previous record year, 2012, marking the second-highest growth rate within the BMW Group, following Brazil.
The Thai unit reported robust sales growth of 38% for Motorrads in 2013 when it sold 400.
Markus Glaeser, head of BMW Motorrad Thailand, said its Munich-based parent company planned to add another model to be assembled at its plant at Rayong's Amata City Industrial Estate this year.
Two models, the Motorrad F800R and F800GS, are made in Thailand.
The local plant run by BMW Manufacturing (Thailand) makes 10,000 passenger cars and 1,000 motorcycles each year.
BMW Manufacturing began operations in 2000 at a cost of 2.6 billion baht.
The Rayong factory is the only site in BMW's global network with full operations for three brands: BMW, Mini and BMW Motorrad.
The plant began assembly of the popular Mini Countryman in 2013.
BMW started making the F800R in January last year and announced assembly of a second model, the F800GS, in July.