In a comprehensive meeting with a group of journalists, Mohamed Kandeel, CEO of Global Auto Group, the official agents for BMW and MINI in Egypt, shed light on the company’s strategic approach in the Egyptian market. He also discussed the challenges the company has faced since taking over from the previous agent and addressed various concerns of the local customers of the German brands.
Re-establishing Market Presence
Kandeel began by highlighting the achievements of the company over the past eighteen months, particularly their efforts to provide a wide range of products under the BMW and MINI brands, giving customers ample choices to meet their diverse needs. The company has focused on catering to customer demands, especially for the M models, which have received an overwhelming response far exceeding expectations.
Kandeel expressed his gratitude to the Egyptian media and automotive journalists for their significant role in the success of Global Auto’s initial operations in Egypt. He acknowledged that their efforts in conveying accurate information to customers have been instrumental in the company’s early success.
Importation and Spare Parts Crisis
When asked about the availability of spare parts for the two brands, Kandeel admitted that the initial situation was less than satisfactory due to importation challenges. However, the company has since managed to secure large quantities of spare parts, significantly reducing waiting times. He also mentioned that Global Auto regularly reviews pricing to offer competitive prices for spare parts.
Kandeel emphasized that the company’s policy is to provide only German-made spare parts, ensuring the highest quality for their customers. He further elaborated on the company’s expansion plans in the spare parts sector, noting the introduction of door-to-door service, online maintenance bookings, and at-home repair services to enhance customer convenience.
Global Auto’s Plans for the Current Year
Kandeel revealed that the company is currently working on launching a new mobile application to further enhance customer convenience and provide additional services. He also mentioned that the company continuously studies customer locations to ensure that service centers are easily accessible.
Regarding the potential launch of new products, Kandeel stated that the second half of the year will bring several surprises for customers, with announcements to be made soon. He assured that Global Auto is committed to delivering all new products to customers as quickly as possible after their global release.
Addressing the issue of local assembly, Kandeel highlighted that the company’s factory in Egypt is one of the best for the German automaker and is fully owned by Global Auto. He added that the company is always exploring opportunities to produce more products locally, leveraging the high level of expertise available at their plant to ensure top-quality production.
Grey Market and Pricing Policy
In a surprising statement, Kandeel downplayed the impact of the grey market, saying: “The market is open, and the best will prevail. Traders have the right to import, but what we offer—whether in terms of specifications, warranty, or after-sales services—makes us unconcerned about the grey market. Despite its presence, we are among the least affected companies, with the presence of unofficial BMW products decreasing day by day.”
When asked about potential price changes considering the recent sudden increase in exchange rates, Kandeel responded: “We follow a stable pricing policy. The fact that we have only adjusted prices once since we began operations is clear evidence that we do not rush to change prices but rather adhere to a long-term strategy.”
Kandeel concluded the discussion by addressing the customers of both brands: “We have not yet achieved all that we aspire to, but we are continuously striving to deliver the best in every aspect—be it the final product, assembly, or after-sales services. We promise to keep working tirelessly to satisfy our customers”.
