Bassoul-Heneine sal celebrates 60 years of continued growth

The world’s oldest BMW Group importer celebrates six decades of success

Managing Director of BMW Group Middle East visits Lebanon to commemorate 60 year partnership with Bassoul-Heneine sal

Beirut, Lebanon – Bassoul-Heneine sal was founded in 1951 by Louis Bassoul and Pierrot Heneine in Ain El Mraisseh. Employing a team of just 15, the business soon began to flourish and in 1955, just four years later, it was awarded the official rights to import BMW cars to Lebanon. Fast forward to June 2015, and Bassoul-Heneine sal is celebrating its 60th year with the BMW Group, making it the oldest BMW importer in the world.

Nagy Heneine, General Manager for Commercial Affairs at Bassoul-Heneine sal and son of founder Pierrot Heneine, said: “As the oldest BMW importer, we are extremely fortunate to be able to reflect on a rich history that goes back six decades. Since our launch, we’ve seen remarkable changes both to the automobile industry as well as our own company’s growth and development throughout periods of difficulty in the region. BMW Group has provided us with the perfect equation for success, with its premium and luxurious products enticing our customers year after year. We have combined this with hard work and dedication, and the result has been 60 years of loyalty from our customers who have become our friends, as well as outstanding sales year-after-year.”

Johannes Seibert, Managing Director of BMW Group Middle East, travelled to Beirut to commemorate the momentous occasion with the Bassoul and Heneine families, including Presidents Jacqueline Bassoul and Pierrot Heneine, and recognise Albert Bassoul, General Manager, Nagy Heneine and their team for reaching this landmark anniversary. “BMW Group is eager to develop long-lasting, successful relationships with its importers and dealers worldwide. There is no better example of how such a relationship can succeed, survive even very critical years and grow over generations, than Bassoul-Heneine sal. I would like to congratulate Albert Bassoul, Nagy Heneine, and the entire Bassoul-Heneine sal team for their dedication and commitment to making this 60-year partnership such a successful one.”

Launching at a time when BMW AG was facing financial difficulties following World War II, BMW Group’s venture into Lebanon 60 years ago, via a partnership with Bassoul-Heneine sal, was a risk. It was one, however, that paid off, as the BMW Group went from strength-to-strength in the years that followed. In 1960, Bassoul-Heneine sal launched its Mar Elias workshop to better serve its ever growing list of clients.

Admirably, the importer stayed committed, and business in the region continued. By 1991, the launch of the BMW 3 Series saw Bassoul-Heneine sal become the leading automotive company in Lebanon, with 80% market share in the premium sports saloon segment. Success continued and the 21st century came with further rewards for the importer, as it secured the MINI brand in 2002. BMW’s prominence soon expanded in 2003 with the addition of BMW Motorrad, and to cater to its success, Bassoul-Heneine sal invested throughout the years in two showrooms across 30,000 sqm with individual brand showrooms, two workshops and employment of a total of 180 members providing better customer experience.

In 2005, the importer scooped its first award for ‘Best Customer Service Manager,’ an accolade they continued to excel in, winning it for five years in a row from BMW Group Middle East Regional Office. The accomplishments didn’t stop there, also winning “Sales Award of 2009” for achieving 119.1% of BMW sales and “Top performing MINI Importer” in 2009.

60 years on, Bassoul-Heniene sal is the oldest contracted BMW Importer worldwide and continues to flourish, with sales in the first four months of this year up 60% in comparison to the same period in 2014.