BMW Thrives In Gulf, But Flat-lines In Africa

February 2007 | Company Spotlight

The BMW Group is fighting a fierce battle with Mercedes in the premium segment in the Middle East and Africa, while seeking to extend sales in the supermini segment under its MINI brand and capitalising on growing demand for luxury cars with its Rolls Royce brand. However, it is the BMW brand that dominates its sales drive in the region, with the MINI marque unable to secure a significant foothold and Rolls Royce remaining confined to the niche luxury

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