‘BMW Vietnam Has Evolved: This is How We Sell Cars Now’

In May 2022, the BMW X4 was launched in Vietnam. In today’s episode, we discuss the changes BMW has made in the market in recent years.

What are your thoughts on the BMW brand in Vietnam today?

In recent years, BMW Vietnam has made significant changes, organizing more test drive events for customers. To be frank, they had to do this to sell cars. Looking at the bigger picture, Chinese car brands are gaining traction in the market with impressive features like large screens and attractive designs. However, BMW offers something that can’t be seen with the eyes; it can only be experienced through driving.

When BMW launched three models at once and heavily promoted the crystal gear shift and interior lighting, I wrote a critical post that may have displeased the BMW Vietnam team. But BMW can’t compete with Mercedes-Benz when it comes to interior lighting because the three-pointed star brand has offered it for a long time.

While the automotive market has seen a dip in sales recently, BMW Vietnam’s sales are higher than those of Mercedes-Benz Vietnam (MBV). BMW doesn’t have inventory issues, and their models like the 3 Series, 5 Series, and 7 Series are commonly seen on the roads.

What brought about these changes in BMW Vietnam, in your opinion?

Here’s my take on this.

Usually, automakers allocate a certain budget for dealerships to organize test drive events for customers. However, dealerships often use this budget for other activities. On a broader scale, this seems to be the case between BMW Global and BMW Vietnam, resulting in lower sales figures.

Nevertheless, I believe the mindset of the leadership at BMW Vietnam has evolved. They now understand that test drive events can boost sales. Previously, they thought that simply selling cars was enough, without the need for such events.

Additionally, the mistakes made by MBV presented an opportunity for BMW Vietnam to overtake them.

In BMW’s current lineup, which model do you rate the highest and lowest?

The model that impressed me the most is the latest generation BMW 7 Series. Previously, I criticized this model for its oversized grille and illuminated grille surround. But now, seeing it on the roads, I understand why it’s a bestseller.

Those who choose large luxury sedans like the 7 Series or the S-Class seek a substantial, sturdy vehicle that conveys a sense of protection. The 7 Series achieves this with its high rear design.

On the other hand, the model that I’m least satisfied with is the BMW X6. I used to be a fan of the X6. Back in 2007-2008, the BMW X6 was perhaps every man’s dream. It was a SUV coupe with a stunning rear design.

However, the current X6 has lost its appeal. The design of the C-pillar in the new generation X6 doesn’t live up to its predecessor, and it just doesn’t feel the same. In contrast, the X4, a SUV coupe in a lower segment, boasts a more attractive design and better proportions than the X6.

As a former owner of the BMW 320i E90, what improvements would you like to see from BMW Vietnam and THACO Auto?

I believe they should organize more events that embody the ‘BMW spirit.’

Currently, most test drive events are held in major cities like Hanoi, Ho Chi Minh City, and Da Nang. I suggest they bring the BMW experience to other provinces. There are many BMW enthusiasts in these areas who also want to test drive BMW vehicles.

For instance, in the Mekong Delta region, many people don’t know what drifting is. If they could witness it firsthand, it would be a thrilling experience. They would think that they could do the same when they buy a BMW. That’s how a person falls in love with the brand.

I have a point of praise for BMW. In the past, when we talked about BMW, we often associated it with the term ‘báo’ (Vietnamese for leopard), implying that the cars were unreliable and prone to breakdowns. But recently, many of my friends who own BMWs have told me that their cars are very reliable, with no issues or minor faults. This reflects a significant improvement from BMW. As far as I know, BMW is now among the top brands in terms of the lowest fault rate.

There are many negative memes and jokes about the behavior of BMW owners on social media. What are your thoughts on this?

Perhaps these memes and jokes exist because such incidents have actually occurred.

However, I believe that when a car provides a unique and exciting driving experience, it inspires such behavior from its drivers. If you’re driving a boring car that’s merely a means of transportation, you’re less likely to engage in such actions.

Positively speaking, BMWs successfully convey the emotions that their designers intended. In that sense, they have succeeded.

Additionally, to provide a proper playground for owners and prevent ‘báo’ behavior on the roads, BMW Vietnam and THACO Auto should organize more test drive events. I recall my first experience driving a car—I couldn’t sleep that night. New customers need to touch, feel, and drive BMWs. It will motivate them to work harder, and they will talk about their dream car with their loved ones.

Therefore, the most important factor is that everyone should have the opportunity to experience the car.

Electric vehicles are a global trend, and Vietnam is no exception. THACO Auto has started distributing the first BMW electric cars. What are your thoughts on this?

In reality, THACO Auto only took over the BMW brand from the previous distributor in 2018. Since then, their foundation in selling BMW gasoline cars has not been solid enough to focus on electric vehicles.

I believe that the electric cars BMW Vietnam is selling are to meet the requirements of the BMW Global Group, not because they genuinely want to distribute them. If they were truly focused on electric cars, their approach would be different.

Even in foreign markets, BMW is not heavily focused on electric vehicles, as they have a long history of developing internal combustion engines.

BMW is known for its exceptional driving experience. Can they maintain this with electric cars?

It’s challenging.

Electric cars are heavier, and the heavier a car is, the worse the driving experience becomes. Sports cars are always lightweight to provide a better driving feel. A well-known sports car, the BMW M5 with a hybrid engine, is criticized worldwide for its excessive weight.

If an electric car aims to achieve both long-range and high performance, it requires a large electric motor and battery, making it very heavy and compromising the driving experience.

Previously, the BMW i8 was a famous model with a beautiful design and excellent driving dynamics. I dream that one day, this model will be equipped with the M3 engine or become a pure electric car instead of a hybrid.

Thank you very much, Mr. Tien, for your insights.

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