New Head of BMW Motorrad South Africa believes local demand for motorcycles and scooters will increase.

For the first half of this year, BMW Motorrad South Africa has shown a stable course of growth and according to Alexander Baraka, newly appointed General Manager of BMW Motorrad South Africa, local demand for motorcycles and scooters is set to increase.

Baraka, who took over from Rob Holder in May 2014, says it is promising to see how the South African motorcycle market has developed (in terms of registrations) over the last decade. “After a severe decrease of registrations before 2011, the market above 500cc is growing again. I strongly believe that demand for motorcycles and scooters will increase further in the next couple of years. This is a motorcycle country.”

With several years of international experience in sales and marketing within the BMW Group, Baraka brings his excellent knowledge in sales and marketing processes, as well as significant experience in international project management to BMW Motorrad South Africa.

“Being German, South Africa has always been my first choice of countries to live and work in. The people, culture, landscapes are unique and overwhelming. From a business perspective, South Africa is one of the most challenging but at the same time one of the most exciting and vibrant countries,” says Baraka.

Reflecting on his vision for BMW Motorrad South Africa, Baraka emphasises that stakeholder alignment will be one of his key focus areas. “We have to share our vision with our valued existing and potential customers, our dealer network as well as business partners and deliver on what we promise. Setting the pace for sustainable and profitable growth in the future by building and rejuvenating the BMW Motorrad brand will be one of my key goals. However, the volatility of the currency and overall economy is our biggest enemy.”

Munich-born Baraka, 36, was previously Head of Events, Exhibitions and Motorsport Marketing at BMW Motorrad in Munich, Germany, where his job role for the past five years was global experience marketing at BMW Motorrad headquarters. He brings to the South African market a wide range of international experience gained from 12 years with the BMW Group, starting as an executive trainee in Munich in 2002 and including international assignments in Canada as well as Spain where he was Marketing Manager: Corporate & Direct Sales before his posting back to Munich in 2009.  He also studied law and holds a business administration degree.

BMW Motorrad is a benchmark in the motorcycle industry on innovative customer events such as the international GS Trophy and the international BMW Motorrad Days. Baraka has been guiding these as well as being involved in the further development of international rider training and the test ride programme, which attracted 20 000 participants in 2013. He also successfully established experiential marketing as part of BMW Motorsport marketing activities within the FIM Superbike World Championship.

Ends.

For questions on this press release, please contact BMW South Africa’s Group Communications and Public Affairs Division as follows:

Mr Edward Makwana

Manager: Group Automotive Communications

BMW Group South Africa (Pty) Ltd

Tel: +27-12-522-2227

Email: edward.makwana@bmw.co.za

About The BMW Group:

With its three brands BMW, MINI and Rolls-Royce, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. As a global company, the BMW Group operates 28 production and assembly facilities in 13 countries and has a global sales network in more than 140 countries.

In 2013, the BMW Group sold approximately 1.963 million cars and 115,215 motorcycles worldwide. The profit before tax for the financial year 2013 was € 7.91 billion on revenues amounting to approximately € 76.06 billion. As of 31 December 2013, the BMW Group had a workforce of 110,351 employees.

The success of the BMW Group has always been based on long-term thinking and responsible action. The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy.

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