VietNamNet Bridge – The news that BMW will return to Vietnam, but in a way other than setting up a workshop there, is heating up the domestic market.
Though Vietnam remains a small automobile market in the eyes of giant automobile manufacturers like BMW, Ford or Honda, they still try to penetrate Vietnam’s market, in one way or another.
In fact, BMW was present in Vietnam in 1994 through one of the then existing automobile assemblers, the Hoa Binh Automobile Joint Venture (VMC).
Though penetrating the market sooner than many other big manufacturers like Toyota, Ford, or Mercedes Benz, BMW’s business was not as successful as hoped. Every year, only 100-150 units with BMW trademark were sold through VMC.
This proved to be a very disappointing figure compared to the trademark value and the quality of the products. In fact, BMW has been more successful than many other rivals also coming from Europe in other markets in the world.
At that time, the name “BMW” was not much mentioned on mass media, as VMC was not a big enough name to promote such a big trademark like BMW. Moreover, VMC did not have any special relationship with BMW AG, the owner of BMW trademark. In addition to selling BMW, VMC also assembled Mazda and Kia, models that are well inferior to BMW.
After saying farewell to BMW in 2005, VMC tried to sell its remaining BMWs and had no more chances to introduce new models of the manufacturer.
However, BMW cars will return to Vietnam, and this time, through the official importer Euro Auto. The return is expected to bring a new face to the automobile market in Vietnam.
Clients who are using BMWs sold by VMC before will also be able to enjoy the post sales services at Euro Auto’s agents as a part of the global policy set by BMW, though Euro Auto operates independently from VMC.
Currently, the first showroom of Euro Auto is being built in Phu My Hung new urban area in HCM City. The showroom is scheduled to be opened in July, which will introduce five-seat cars of series 3, series 5, series 7 and sports vehicle X5.
Huynh Du An, Director General of Euro Auto said that Euro Auto was seeking suitable places for the two agents in Hanoi. One of the two will be located in the central area of Hanoi, covering an area of 200-500 sq m, and the other will cover an area of 2,000 sq m.
Experts forecast that the opportunity is very big for BMW though the manufacturer has been absent for a long time, as Vietnamese people are not indifferent to the big name.
In other news, another big automobile manufacturer, Ford Motor, has appointed a new Director General for Ford Vietnam. The appearance of a new manager for the automobile manufacturer occurs at a time that has seen sales sliding continuously since reaching their peak in 2004.
Michael Pease, the newly appointed Director General of Ford Vietnam, once held important positions in sales, marketing and business development in ASEAN region, and also was the Director of Ford Malaysia.
Several days ago, Ford Vietnam launched onto the market a new model, Ford Transit 9, and new versions of Ford Everest and Ford Ranger, hoping to obtain new gains in sales.
Honda Vietnam is also expected to bring more choices to the market. After the success of Honda Civic, which was launched onto the market at the end of last year, Vietnamese people now welcome Honda’s products.
The well-informed circle has said that the next production of Honda Vietnam will be Honda CRV, the SUV which has been favoured by Vietnamese people. The model has been imported into Vietnam under the form of complete built unit (CBU).
(Source: Viet Nam Net) | 
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