How BMW SA is making headway in tough premium market

BMW Group SA CEO Peter van Binsbergen hopes to continue the company’s upward trajectory in 2026. We came out very clearly the leader in the premium segment at 46%, and if you add up the numbers there, you see that we comfortably outsold our two closest competitors combined,” he said at a recent media briefing. He attributes part of BMW’s success to its strong product offering last year, with the locally-built X3 described as the cornerstone of the portfolio.

It is the best-selling product in the range locally. “The X3 is the sweet spot in the South African product offering, offering petrol, a diesel, a plug-in hybrid and a six cylinder performance derivative — giving customers a full range of choices.” Van Binsbergen noted that the local BMW heritage and brand affinity among enthusiasts cannot be overlooked as drivers of success. “In our 52-plus years, having built cars here in this country, some exclusively for the market, there is strong resonance with South Africans.

Add to that some of the classic advertising we do for South Africa and you see a certain DNA of BMW that is very South African — we are very much at home here.” The brand’s established retail network was also cited as a key factor for its sales supremacy in the premium arena. “The quality of our dealers is important, and how they serve our customers and make our brand promise come alive at the retail interface — I can assure you that in 95% of the cases, if a dealer orders a part, it’s in stock locally and goes to the dealer on that day, so the car can be back on the road as soon as possible. “Combine that with the standard motor plan on all BMWs, with our condition-based servicing, which predicts when you need a service, as well as ‘proactive care’ — which analyses the vehicle and warns the customer if something’s about to go wrong.

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“Of course, we’re not perfect, and for the times we don’t get it right we offer BMW on Call as standard, along with their motor plan. So if something happens by the side of the road, BMW is there to support the customer and to really deliver on that promise.” The big news from a BMW new product perspective in 2026 is the arrival of the second-generation iX3, part of the firm’s next-generation Neue Klasse range, ushering in a fresh design language, new interior concept and interface, as well as the brand’s latest electric powertrain technology. On the Mini side, expect the livelier John Cooper Works versions of the division’s electric versions.

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