BMW Group reports huge success at Dubai Motor Show

In addition to showcasing the BMW X3 and 6 Series Coupé for the first time in the Middle East, the show saw the regional debut of the revamped BMW X5 and the MINI Cooper Club Sport. New colours and features were also presented on the MINI Cooper, MINI Cooper S and MINI Cooper S Works.

"For the first time visitors to the motor show were able to see BMW Group represented by all three of its premium brands - BMW, MINI and Rolls-Royce. There was great interest in the new BMW 6 Series Coupé and X3, in particular - interest that has already translated into firm orders even before the first vehicles arrive at our importerships across the region," said Robert Bailey-McEwan, Managing Director, BMW Group Middle East.

Ehab S. Shouly, Regional Marketing Manager of BMW Group Middle East, said the company's investment in its three separate brand pavilions at the Middle East International Motor Show was the biggest single investment made in any motor show in the region.

"This shows that the motor show in Dubai is by far the most important event of its kind in the Middle East, and it is fast approaching the standards of other international B-class motor shows. We will come back with an even bigger and better participation in 2005," Shouly added.

Shouly noted that the participation was a great success for BMW Group and its importers in the UAE, as it generated not only substantial interest in the BMW, MINI and Rolls-Royce brands, but also saw a lot of orders being placed during the show itself. "This will give us a good start to 2004," Shouly said.

The arrival in the first quarter of 2004 of the BMW 6 Series Coupé and BMW X3 Sports Activity Vehicle (SAV), and later in the year of the BMW 6 Series Convertible, will herald a stream of new model launches in the region over the next five years.

"BMW Group will be launching 20 new models and three new engine series, with the aim of increasing car sales across our premium brand range by 40%, to 1.4 million vehicles, by 2008," said Bailey-McEwan. "Our vision for 2004 remains the same - to maintain our position as the fastest growing luxury performance car manufacturer in the region."

Alongside its new models BMW also showcased a gold-painted MINI with Arabic calligraphy on its roof and the BMW Jawhara Collection featuring solid gold and diamond studded i-Drive controllers for the 7 Series, manufactured exclusively for BMW by Damas in Italy.

Shouly pointed out that the BMW Jawhara Collection, which carries the Arabic word for 'gem' in its name, is being produced in limited numbers as the ultimate accessory for the ultimate driving machine.

"This project highlights our pioneering marketing initiatives," Shouly said. "We strongly believe that there will be a big market for the gold and diamond i-Drive, not just in the Middle East but throughout the world."

Meanwhile, BMW's flying car - in reality a helium filled, precision remote controlled balloon in the shape of a BMW 730Li - proved to be a show stopper with motor show crowds as it moved above visitors between the three BMW Group display areas.

"We are very happy to have been able to contribute to the success of the motor show and the huge turnout of visitors with our flying 7 Series, which was the talk of the whole of Dubai during the motor show. People were coming to our stand specifically to see the flying car," Shouly said.

"BMW started out as an aero-engine manufacturer, and now is the world's most innovative car manufacturer. So perhaps it is not so surprising that we should have brought a flying car to the show. And who knows, a flying car could become a reality in the future," he added.