As Australia’s automotive market rapidly shifts towards electrification, BMW Australia has reaffirmed its long-term commitment to the country, highlighting almost 50 years of local investment and unveiling plans to strengthen its retail network ahead of the arrival of the Neue Klasse model range.
The premium carmaker says it currently supports more than 600,000 Australian customers, while its operations and 48 independently owned dealerships support almost 3,000 jobs nationwide. BMW also revealed that more than $400 million is currently being invested across Australia through new and upgraded dealerships, technician training, logistics and customer support under its Retail.Next transformation program.
Read more: BMW Debrecen plant builds 50,000th BMW iX3 in just nine months
The announcement comes as BMW prepares one of its biggest product offensives yet, with around 40 new or updated models due globally over the next two years. The rollout will be led by the all-new BMW iX3, the first production vehicle based on BMW’s next-generation Neue Klasse platform.
Speaking during the Australian media launch of the new BMW iX3, BMW Group Australia CEO Vikram Pawah said the company’s focus has always been on long-term investment rather than short-term sales. “Our success in Australia has never been measured only by a single year’s sales. It has been built through almost five decades of continuous investment in our products, our people, our retail partners and customer support,” Pawah said.
Investment extends beyond new vehicles
BMW says its investment strategy is focused on more than just launching new models.
The company will continue offering Australian buyers a choice of battery-electric, plug-in hybrid and internal combustion vehicles through its Technology Openness strategy, allowing customers to choose the powertrain that best suits their needs.
Since introducing its first EV locally in 2013, BMW says it has sold 24,910 fully electric vehicles in Australia, reflecting growing demand for premium electric cars.
Technician training remains a key priority
BMW is also investing in workforce development as the industry faces an ongoing shortage of qualified automotive technicians.
Its BMW #NextTech Mentored Apprenticeship Program has enrolled 167 apprentices, achieved retention rates of more than 80 per cent, produced 37 dual-qualified graduates, and increased female participation to 12 per cent—well above the automotive industry average of 2.6 per cent.
The company says its national network now includes around 575 technicians, with continued investment planned as vehicle technology becomes increasingly sophisticated.
Neue Klasse to lead BMW’s next chapter
BMW says the arrival of the Neue Klasse platform represents its biggest global investment to date and will introduce significant advances in design, electrification, digital technology and sustainability.
Australian buyers will begin seeing the first Neue Klasse-based models from the launch of the new BMW iX3, with additional new and updated BMW models expected to follow over the next two years.
According to Pawah, the company’s long-term strategy is centred on providing Australian customers with confidence in both its products and the nationwide support network behind them.
Comments
New Comment