BMW cars have registered rapid sales and a significant presence in the Saudi market since the dealership of the luxury cars went into the hands of Mohamed Yousuf Naghi Motors (MYNM) and their growth would have never come if it was not for the strategic marketing and development that Naghi undertook through the expansion of its showrooms and maintenance centers. The company especially concentrated on customer services by investing millions of riyals in not only opening its showrooms and maintenance centers, but also in training its employees at sales centers and in the after sale services.
In this exclusive interview with Abdullah Al-Shamasi of Arab News, Vice President of Luxury Cars Section at MYNM Anees A. Jamjoom sheds light on all aspects of the company as well as on the car market in Saudi Arabia.
Q: Despite the international economic crises that reflected negatively on automotive markets in the world, we have seen a different scenario in the Saudi market in which automotive sales have increased. What have caused the increase?
A: The increase in the automotive sales in Saudi market is due to the wise financial strategy of the government of Custodian of The Holy Mosques King Abdullah, which has reduced the effects of the world economic crises on the Saudi market in general. The financial and economic decisions that were taken by the government had the greatest effect in protecting the Saudi market from external effects, which had a positive impact on both consumers and investors in Saudi Arabia. And that made the Saudi automotive market one of the most growing markets in the world. Saudi Arabia is one of the most active and important markets for BMW Group, which ensures a status that is well established for BMW cars for their exquisite quality, great attraction, and innovation in design and performance that continue to attract clients. In addition, our commitment that has no equal in providing high quality products and services is one of the main reasons of our clients' loyalty to BMW cars.
Q: What strategies and marketing programs you undertake to attract customers, and what is the targeted segment of customers at the company?
A:Mohammed Yousuf Naghi Motors offers multiple marketing programs that correspond to the needs of the different segments of clients via the available models through promotional offers or advertisements or participating in motor shows and forums. As for the targeted segment of clients, we look for the clients who are looking for the driving pleasure and pride to own one of BMW cars.
Q: Could you tell us about the size of your investments in developing your showrooms, and after sale services and centers?
A: Mohammed Yousuf Automotive Est. has one of the largest and evolutionary maintenance centers in the world for BMW Group in Jeddah, which is a part of the expansion plan that costs SR 300 million. Also, the company has Fast Maintenance Centers, and special showrooms for MINI, Rolls Royce, BMW used cars, and BMW Premium Selection in both Riyadh and Jeddah, despite the expansion and the renewal of all of its existing establishments at Khorias Road in Riyadh and Tahlia Street in Jeddah. Now, there is a project study for building a new showroom and a maintenance center in Alkhobar.
Q: What is the difference between selling luxury cars and regular cars and how do you conduct different programs for these categories?
A: Luxury cars need a larger effort to sell and that is because of their high price and technology. The sales representative needs more time with the client to explain the various details and the new technologies of these cars. In addition, he has to explain the value-added programs that go along with such luxury products. We are always seeking to give every single client a unique experience during and after the sale.
Q: A number of motor shows are held annually in Saudi Arabia. Do you consider motor shows as a means for displaying the trademarks represented by Mohammed A: Yousuf Naghi Motors? And what motor shows are exclusive for you?
As an exclusive agent for BMW cars in Saudi Arabia, our focus is on luxury motor shows that have proven their capability to allure special and interested clients in this specific kind of automobiles. We participate in them with a view to displaying the products represented by our company. For example, We participate annually in the EXCS International Luxury Motor Show and through our participation in this motor show, we communicate and attract the lovers of the BMW trademark so they can see the latest models and technologies of BMW cars, especially their innovative engineering and distinctive designs.