Borusan Holding operates with three companies in the automotive group, where it enjoys an established business experience. Borusan Otomotiv is the Turkey distributor of premium brands with a well-deserved reputation in the global automotive market, including BMW, MINI, BMW Motorrad, Jaguar and Land Rover. Borusan Oto holds a share of over 50% in all authorized retail operations as an authorized dealer and service provider for Borusan Otomotiv. Borusan Otomotiv Premium, on the other hand, provides loans, insurance solutions and long-term rental services for customers.
Strategic Positioning
Borusan Otomotiv, Borusan Oto and Borusan Otomotiv Premium create a strong synergy and carry out business processes focused on value added through the following competitive advantages:
Borusan Otomotİv
Borusan Otomotiv pursues the following:
- Being the first choice for automobile and motorcycle enthusiasts by providing driving pleasure and satisfaction with its unrivaled products and services;
- Expanding its authorized dealer and authorized service organization by investing in provinces currently served and increasing the number of service points in other provinces and regions;
- Maintaining its leading position in each brand’s own segment through superior customer experience, customer loyalty, new products, new service focus and innovative mobility solutions;
- Creating added value for its stakeholders and society by using its strength in its operational areas to implement high-potential, innovative business models;
- Conducting projects that provide customers with distinctive digital experiences and achieve operational efficiency.
Borusan Oto
- Holds a share of over 50% in all authorized retail operations as an authorized dealer and service provider for Borusan Otomotiv.
- Invests in new facilities and in revamping existing ones, provides premium segment customers with exemplary service in the sector’s most prestigious facilities in a manner commensurate with the manufacturers’ evolving corporate identities for achieving high levels of customer satisfaction and loyalty.
Borusan Otomotİv Premium
- Provides loans, insurance solutions and long-term rental services for Borusan Otomotiv customers.
- Creates a loyal customer base for Borusan Otomotiv Group with high customer satisfaction through differentiating itself from the traditional rental business model by providing customized and flexible solutions.
- Pursues the goal of providing loan and insurance services via partnerships, through an integrated system infrastructure and with a team positioned in Borusan Otomotiv Authorized Dealers.
Firm Steps Towards the Digital Transformation Target
Borusan Otomotiv proceeds with firm steps towards digital transformation.
In 2018, the Company implemented its digital transformation vision across five core groups, guiding and leading the sector by integrating the DNA inherent in its business processes into the digital world. Borusan Otomotiv also undertook various initiatives to enrich its road map. The Company launched “Digital Tribe,” a program that supports the evolution of the corporate culture to achieve a truly successful digital transformation, and accelerated customer-centered experience for BMW, MINI, Jaguar and Land Rover based on online channels. As well, Borusan Otomotiv became the first company in the sector to transition to the Jira infrastructure and bolstered its software processes. The Company presented operational and strategic reports to the Senior Management that showed sales, inventory and dealer performance for all brands and all devices (desktop, laptop and mobile), thus reinforcing its data-driven approach.
In 2019, Borusan Otomotiv aims to gain further speed in digital transformation plans through optimizing customer experience, IT infrastructure, and simplifying processes and procedures.
2018 Business Outcomes
Borusan Otomotiv
- Sold 15,569 BMW, MINI, Jaguar, and Land Rover brand automobiles (2017: 23,262) and 1,000 BMW motorcycles (2017: 1,167).
- Sold 12,728 BMW units (2017: 19,564).
- Sold 1,373 MINI units (2017: 1,480), attaining the largest market share in the Premium segment since 2012.
- Sold 1,000 BMW motorcycles, and thus maintained its leading position in the BMW Motorrad Importer Group in Eastern Europe and Asia.
- Sold 8,148 units in the used car segment, attaining a 11% year-over-year increase.
- Borusan Otomotiv’s BMW, MINI and BMW motorcycle Authorized Service total retail parts sales and labor revenue amounted to EUR 128 million.
- Sold 1,248 Land Rover units (2017: 1,849).
- Sold 220 Jaguar units (2017: 339).
- Borusan Otomotiv’s Jaguar Land Rover Authorized Service total retail parts sales and labor revenue amounted to EUR 32.5 million.
- Borusan Otomotiv’s Authorized Dealer and Authorized Service Özgörkey Otomotiv and Borusan Oto Vadi started to serve with the Jaguar Land Rover showroom and service concept, also known as the ARCH Concept.
- In the Crystal Apple Festival, the largest marketing communication and creativity event in Turkey, the Company won the Crystal Apple in the Media category with its project “2-wheel drive and 4-wheel drive United” which highlighted BMW’s xDrive technology. It also won an award for “Live Logos” with Jaguar Land Rover in the Media/Fashion and Accessories category.
- Borusan Otomotiv won the Bronze Award in the Stevie Awards’ Best Product Launch category, owing to the concept of the Jaguar I-PACE launch event held at the Prof. Dr. Fuat Külünk High Voltage Laboratory at Istanbul Technical University.
- BMW Turkey was awarded with the Silver Certificate (Second Prize) in the Automotive/Manufacturers category of the Data Analytics branch at Social Media Awards Turkey.
- The Company introduced a ‘first’ in the Turkish automotive sector by measuring customer impact through the use of the ‘Offline Conversion Measurement’ feature of Facebook.
- Initiated by Borusan Otomotiv in 2008, Borusan Otomotiv Motorsport (BOM) has won - over the course of 11 years - 16 championships in 326 races, organized in 32 countries spanning four continents. In the 2018 season, BOM participated in the GT4 European Series, which included 50 teams and over 100 drivers from 19 brands and 32 racing teams. BOM represented Turkey successfully in contests held in Belgium, England, Italy, Germany and Hungary. The team ascended the podium in second place, as a contender in the traditional night race of the 3H Endurance Champions Cup held in October 2018 in Misano, Italy. Furthermore in 2018, BOM E-Team has been introduced with the motto “The Path from Virtual to Reality,” aimed at playing a part in the emerging e-sports industry and representing Turkey in this field.
- In the MINI Marketing Awards 2018 held for the B4-R1 region, MINI Turkey’s influencer project “Rediscover the City with MINI” for the launch of the new MINI 3-Door & 5-Door won the Second Prize among 26 countries.
- MINI new online car sales platform was implemented.
- The Company won three awards in the Stevie Sales & Customer Services Awards, one of the most prestigious honor in the business world, organized since 2002 and held with the participation of over 60 countries every year.
- Borusan Otomotiv was the winner in the Automotive Premium Segment A.C.E Award (Achievement in Customer Excellence) with the BMW brand for the fifth consecutive time. Regarding complaints received from customers by sikayetvar.com, an evaluation was performed based on the first reaction time to the complaints, the complaint resolution process, the solution speed, the results satisfaction level and positive feedback percentage.
- Aimed towards positively impacting employee motivation and development, the “Boost Coaching” Project won a Silver Stevie in the Innovation in Customer Services category. The Company was recognized with Bronze Stevie awards in the Contact Center of the Year (Up to 100 Seats) category and also in the Front-Line Customer Service Team of the Year category, with its “A MINI Wedding Story,” prepared for the wedding ceremony of a couple who were MINI fans.
- In the EMEA regional finals of the Contact Center World Awards for leading call centers, Borusan Otomotiv Communication Center received the Bronze Award in the Best Outsourced Call Center category.
- BMW Turkey won the Silver Award in the Automotive Producers category of the Social Brand Data Analytics Awards, which selects winners based on the previous year’s social media brand index results, while BMW Motorrad Turkey won the Bronze Award in the Motorcycle category, as part of Social Media Awards Turkey.
- Marketing Turkey and AKADEMETRE co-organized A.L.F.A (Actionable, Leader, Fast, Ambitious) Awards, selecting as “Customer Brands” in 37 categories the brands that offered the best customer experience. Borusan Otomotiv was crowned the winner in the Passenger Car category with BMW, while BMW Motorrad won in the Motorcycle category.
- The “We Stand Against Ignorance” project, initiated by Borusan Otomotiv Ocean Volunteers, aimed to reach 2,500 books this year with the motto “Reading is Freedom.” With extensive participation that resulted the donation of more than 3,000 books, the initiative helped create a large library for Esin Çağdaş Primary and Middle School in Kağızman, Kars. Borusan Otomotiv sponsored the project in all locations, and - under the leadership of Ocean Volunteers’ management team - helped address the school’s other needs with contributions from employees, customers and suppliers.
Borusan Oto
- Borusan Oto sold 12,001 units in 2018, of which 6,556 were BMW, MINI, Jaguar and Land Rover brand cars, 416 were BMW motorcycles, and 5,029 were used cars.
- In April 2018, Borusan Oto opened the Jaguar Land Rover ARCH Concept Showroom, housing an exhibition area for six Jaguars and six Land Rovers and covering 12,500 square meters in Vadipark, the corporate center of Seyrantepe. Borusan Oto Vadi also operates a paint and body workshop there to service vehicle damages, in addition to providing mechanical services for Jaguar and Land Rover.
Borusan Otomotiv Premium
- Borusan Otomotiv Premium’s rental fleet size performed year-over-year growth of 0.6%, standing for 3,509 units, whereas the total fleet size contracted by 14% to 4,060 units.
- The total turnover achieved was EUR 97.2 million, including EUR 49.1 million as rental revenues, EUR 46.4 million as revenue from used car sales, and EUR 1.6 million as revenue from loan-insurance operations.
- For new car purchases, 76 out of every 100 customers purchased traffic insurance through partnerships, while 56% of the customers who purchased traffic insurance in the previous period opted to renew their insurances.
Borusan Otomotiv has been the winner of the Automotive Premium Segment A.C.E Award (Achievement in Customer Excellence) with BMW brand for the 5th consecutive time.
Company Profile
Operational Information
- Borusan Otomotiv Group Wholesales: 15,720 units (including BMW Motorrad)
- Borusan Otomotiv Group Retail Sales: 16,569 units (including BMW Motorrad)
- Borusan Otomotiv Group Sales Revenue: EUR 718 million
Corporate Information
Company History
- Became BMW’s Turkey distributor in 1984.
- Became BMW Motorrad’s Turkey distributor in 1985.
- Started Land Rover sales and aftersales services in 1998.
- Became MINI’s Turkey distributor in 2001.
- Founded Borusan Oto Cyprus Ltd. Land Rover in 2008.
- Became Jaguar’s Turkey distributor in the last quarter of 2014.
- Distributor of BMW, MINI, BMW Motorrad, Jaguar and Land Rover as of the end of 2018.
Products and Services
Passenger cars and 4x4 vehicle sales, used cars, motorcycles, fleet and corporate sales, special diplomatic car sales, parts, aftersales services, and long-term car leasing and financial services.
Dealer Network
- Borusan Otomotiv provides sales and aftersales services for its products through 22 Authorized Dealers and 48 Authorized Services across Turkey’s seven geographical regions.
- Borusan Oto, a Borusan Otomotiv authorized dealer and service provider, has centers in İstanbul’s Avcılar, İstinye, Vadi districts, and in Ankara’s Esenboğa and Balgat districts, as well as one each in Adana-Mersin, Gaziantep, Bodrum and Çorlu.
Brands
- BMW
- MINI
- BMW Motorrad
- Jaguar
- Land Rover
Business Partners
GIWA Holding GmbH & Co. KGaA
Borusan Automotive Group recorded a revenue of EUR 718 million by sustaining its robust operational performance in 2018.
Executives
Hakan Tiftik
Chairman of the Executive Committee
Simay Alsan
Executive Committee Member - Borusan Oto General Manager
Aslı De Munnink
Executive Committee Member - Chief Digital Officer
Cem Uluğtekin
Executive Committee Member - Jaguar Land Rover Managing Director
M. Kerim Kazgan
Executive Committee Member - Chief Finance Officer