“On a global level, Argentina is very much in focus now.” The phrase belongs to Pure brownPresident and CEO of BMW Group Latin America, who visited the country for the local premiere of the new design concept that the brand uses in its dealerships around the world and that debuts in the city of Buenos Aires.
Consult the current economic situation in the country, the executive expressed that “Argentina has everything to have a strong and successful economy. The resources are there, there is renewable energy everywhere, there are very prepared and hard-working people. There is also interest in investments from abroad and that is why we are betting on the Argentine market.”
Braun, who visited our country for the third time in the last two years, clarified, however, that this development “is not going to happen from one moment to the next, but the country is now where a transformation does begin, there is a chance to change things. Germany and Europe are watching what is happening here. It is a country with a lot of real potential.”
BMW has been in the local market uninterruptedly for 45 years, first operating as an importer of José Janeiro Figueroa, since 1979, and then as a direct subsidiary of Germany, starting in 2000.
The Munich brand was the one that led among premium cars in 2022 in Argentina. However, it is still a very small segment compared to other markets in the worldeven below the Latin American average.
Braun explained that the luxury car market in Latin America “is at an average of 2.6%. In Argentina it is 1%. Therefore, with a normal economy, we see room to grow at those values.”
Prices, taxes and imports
With respect to the local particularities of the market, Ivana DipCEO of BMW Group Argentina, considered that “The tax rate is very high. and we do not see any indication that it will change.” However, he qualified by considering that “the Government is taking different measures and perhaps it is a very initial stage to address this issue.”
The possibility of being able to import vehicles without restrictions is taken as a very positive aspect for BMW: “today we can import freely, without problems. This also allows us to expand the range of offer. Although in recent years we have maintained our business, now we have the possibility of expanding the range even further”.
However, he anticipated that “we are not seeing that this year there will be an import boom, because there are also market issues and we do not see growth. But still we see very good opportunitiesthat’s why we are going to bring a lot of news.”
Dip also made reference to the debt they maintain with their suppliers abroad, and assured that “there is a defined payment scheme and we are reducing it. Today we can work with a certain predictability.”
News for 2024
Among the vehicles that the German brand will present this year in our market, the new generation of the X2the compact sporty SUV that has just been presented worldwide.
In addition, the company will continue its expansion into electromobility with the launch of the first 100% electric BMW in Argentina, although it has not yet been confirmed which model it is. Also anticipated was the arrival of the new M3, the expanded offering of the X range (the brand’s SUVs) and other news for Mini and the motorcycle division.
There will also be news in terms of connectivity for the brand’s users, since by mid-year “an app that allows interaction with the vehicle, such as remote activations, for example. Regarding security issues, it offers a call emergency. And the client can also be notified if an emergency is arriving. service or if there is any alert in your vehicle,” explained Dip.
New dealership in Puerto Madero
The dealer AutoPremier inaugurated a new branch located at Pierina Dealessi 1770, in Puerto Madero. It is the first to incorporate the concept Retail Next of the brand, which, as explained in a statement, “is totally focused on the customer experience.”
Among the differences with respect to the style used until now, the new showroom, located in one of the most exclusive areas of Argentina, is based on a renewed design and includes new services, processes and digital tools to offer customers.
It has a total area of 554 m2 and the main new features of the BMW brand are displayed in its living room. It also has 10 courtesy parking spaces with private security (one of them offers an “incognito mode”, to enter the room directly from the basement) and “different spaces designed with their own identity that coexist with each other, such as the new bar areas, loungedelivery and exhibition room for clothing and accessories from the BMW Lifestyle collection”.