Since January 2012 the sales of BMW brand rose by 13.6 percent compared with 2010 and amounted to 1.13 million vehicles (BMW Group Official Website, 2012; BMW Group Annual Report, 2010). BMW started the year 2012 with a very good package of orders and a very young model range, which should give a boost. According to experts, the European car market will grow steadily this year, and the U.S. and China have all the prerequisites for rapid growth (Avery & Bergsteiner, 2011; Papasolomou & Kitchen, 2011).
BMW has expressed great optimism regarding the prospects for their growth in the American market. While the German market is unlikely to please with a large increase in the coming years, the American market was the largest until the financial crisis in 2008 when the demand for new luxury cars collapsed (Schlegelmilch, 2010). However the demand for BMW products in this region is gradually increasing indicating the market recovery (BMW Group October US Sales Report, 2011).
According to analysts, the world market for premium cars in 2012 will grow by more than 8 percent – twice as fast as the car market in general (Roy et al., 2011). In addition, sales growth will accelerate in the second half due to the release of a new generation of BMW “third” model to the market, which accounts for one third of sales of the company (Papasolomou & Kitchen, 2011). High hopes may also be attributed to the further development of green cars by BMW (Ba et al., 2012), especially on the Chinese market showing great interest toward BMW electric cars and luxury production in general (‘Consumer goods: The mystery of the Chinese consumer’, 2011). Nowadays, Chinese market and Asian markets in general should be one of the main objectives for expansion by BMW Group in terms of high capacities of these markets.
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