ATL Caribbean hub lauded
BMW Group Latin America awarded ATL Caribbean Hub the MINI Premium Segment Share Award at its annual conference with dealers & importers markets (DIMC) 2023 event in São Paulo, Brazil.
“This was our first time winning this award and it shows the passion the Caribbean has for MINI,” said Tiffany Martin, general manager, BMW & MINI Caribbean Hub.
Her words were echoed by Adam Stewart, executive chairman of the ATL Group.
“Teamwork made the dream work! Thanks to the expertise and dedication of our Caribbean-wide sales teams and the unwavering support of our partners at MINI’s Regional Office, I’m thrilled to say that we achieved the highest percentage of premium market share for the MINI brand across Latin America.”
DIMC recognises performance, quality, and best practices amongst standout BMW and MINI partners in the Latin America region, based on the results of 2022. Awardees were evaluated on criteria including sales performance, customer satisfaction customer, leadership in the premium segment, customer service processes, performance evaluation, among others.
“The close and trusting relationship between the BMW Group and its business partners is the successful formula for achieving positive results. An example of this are the results we achieved in the BMW Group for the BMW and MINI brands through our network of dealerships and import markets in the Latin American region. We are a market that has stood out worldwide for its commitment to implementing the latest product strategies, technological solutions, and attention that our customers want,” explained Reiner Braun, president and CEO, BMW Group Latin America.
Martin sees continued growth in Jamaica and the Caribbean for the MINI brand as the product range increases and progresses further into the electric vehicle market for 2024.
“MINI has a new Countryman being released November 2023, as well as a new MINI Hatch in March 2024. We also have the MINI BEV and PHEV Countryman, which is consistently strong in our region with sales increasing. We will continue to develop dynamic and engaging marketing programmes that champion ‘The MINI Feeling’ and communicate the brand’s ethos of ‘BIG LOVE’.
“In 2022, the ATL Automotive Group hosted Sportscar Saturdays, an initiative which celebrated the sports car divisions of the auto brands carried by the dealership. This gave MINI the opportunity to engage their John Cooper Works audience and curate a special experience for them to express the racing heritage of their cars. This event earned the brand regional recognition in the 2022 MINI Marketing Awards, a ceremony that celebrates the best initiatives among 12 countries in the LATAM region,” she said.
