Borusan Otomotiv Group serves the premium automobile segment with four companies including Borusan Otomotiv İthalat, Borusan Otomotiv Pazarlama, Borusan Oto and Borusan Otomotiv Premium. Borusan Otomotiv İthalat has been the distributor of BMW, MINI, and BMW Motorrad brands in Turkey for over 35 years, while Borusan Otomotiv Pazarlama is the distributor of Jaguar and Land Rover.

Borusan Otomotiv Group operates with 20 Authorized Dealers and 45 Authorized Services. Borusan Oto, in the meantime, operates as Borusan Otomotiv's Authorized Dealer and Authorized Service with 11 premises in Turkey and Northern Cyprus.

Borusan Otomotiv Premium has been operated since 2012 as an affiliate of Borusan Otomotiv Group and offers rental services, financing and insurance solutions and used car operations through all its dealers for BMW, MINI, Jaguar and Land Rover brands distributed by Borusan Otomotiv.

Strategic Positioning
Borusan Otomotiv, Borusan Oto, and Borusan Otomotiv Premium create strong synergy and focus on added value in business processes through the following vision, mission, and strategic goals:

Borusan Otomotiv
• Borusan Otomotiv pursues the following: Be the first choice and pioneer company in the premium automobile and motorcycle segment,
• Offer a unique experience to customers and sustainable value to stakeholders with innovative products and services in the automotive industry,
• Know customers well and provide customized, integrated, transparent and value-focused services at all touchpoints by building trust and fostering sustainable relations,
• Be the most preferable company in the automotive industry that respects the principles of equality and supports the development of employees in a positive environment encouraging creativity and high performance,
• Be the most admired brand in the premium automobile and motorcycle segments, in line with the values of the brands Borusan Otomotiv represents, creating value for all stakeholders,
• Be a leading company in the implementation of digital solutions and create value by providing a seamless experience to customers, employees, and all stakeholders with lean, innovative, and data-driven decision-making processes.

Borusan Oto
• Holds over 55% share in all authorized retail operations as authorized dealer and service provider for Borusan Otomotiv,
• Borusan Oto is the customer-facing part of Borusan Otomotiv Group, therefore it focuses on creating the best experience for customers.

Borusan Otomotiv Premium
• Provides loans, insurance solutions and long-term rental services for Borusan Otomotiv customers.
• Conducts initiatives for sales of used car operations.
• Creates a loyal customer base for Borusan Otomotiv Group with high customer satisfaction by differentiating from the traditional long-term fleet rental business model and providing customized and flexible solutions,
• Aims at providing loan and insurance services via partnerships, through an integrated system infrastructure, and with a team positioned in Borusan Otomotiv Authorized Dealers.

It's All About Offering the Best Customer Experience
Borusan Otomotiv has focused on offering the best customer experience in 2020 and:

• Continued business process transformation and digital cultural change through digital technologies.
• The S/4HANA investment made it possible to complete the second phase efforts for over 100 processes successfully, which is a first for Borusan Holding and the sector.
• Borusan Otomotiv introduced e-freight bill and e-archive implementations having prepared a reliable digital infrastructure in a timely manner.
• Operational efficiency has been attained thanks to the mobile confirmation feature in rental processes.
• The Company scored above the average figures in Turkey in the digital maturity study, conducted with Digitopia, and commenced new actions pursuing a stronger digital strategy.
• Upon the outbreak of the COVID-19 pandemic, sales and aftersales operations were handled through real-time data for all brands.
• Data analytics have been enhanced through different machine learning models in aftersales services.
• Highly manual, repetitive and rule-based processes went through Robotic Process Automation (RPA), which was disseminated across four companies and thus boosted employee satisfaction.
• Within the scope of online channels, the customer experience was enhanced and online booking structure was launched for BMW, MINI, BMW Motorrad, Jaguar, Land Rover and Borusan Otomotiv İkinci El.
• Customer data was also enhanced and new communication channels were launched.
• Borusan Otomotiv's Customer Council was formed to analyze customer feedback with the support from AI on a shared platform to take action accordingly.
• Borusan Otomotiv has become a group company that has completed Microsoft's AI Certification Program with employees from different functions and positions.

In parallel with growing digital needs due to the COVID-19 pandemic, a "sales advisor panel" that enables the sales teams to handle the entire sales process, as well as an "online payment infrastructure" were introduced on "Find Your BMW” platform.

• Monthly "Digital Tribe" and "Digital Chair" activities, as well as the annual "Digital Experience Day" support a true achievement in digital transformation. Digital experience within Borusan Otomotiv Group was shared with employees as part of these initiatives.

2020 Business Results

Borusan Otomotiv İthalat
• Sold 14,270 BMW cars (2019: 9,583).
• Sold 1,395 MINI cars (2019: 1,254).
• Sold 621 BMW motorcycles and ranked third in the BMW Motorrad Importer Group in Eastern Europe and Asia. (2019: 716)
• Borusan Otomotiv’s total sales of retail parts and labor revenue for BMW, MINI, and BMW Motorrad Authorized Services amounted to EUR 95 million.
• BMW 3 Series represents 38% of the total sales in its respective segment, while BMW 7 Series represents 39%. This has made both models attain the lead in their respective segments among premium competitors, according to ODD's total sales data for 2020.
• Launched in the second half of 2018, "Find Your BMW" is a platform where reservation and down payment processes - the starting point of all car sales - are managed. In 2020, a "sales advisor panel" that enables the sales team to handle the entire sales process, as well as an "online payment infrastructure" were introduced on the platform in parallel with growing digital needs due to the COVID-19 pandemic. With these features, down payments for all BMW cars sold in 2020 have been finalized on this system.
• BMW won the Bronze Award in the "Automotive Manufacturers" category of the “SocialBrands Data Analytics" section at the Social Media Awards Turkey. In addition, the brand's project titled "Let Us Introduce: New BMW 3 Series" won the Bronze Award in the "Effective Use of Data on Social Media" category.
• The third "Turkey Good Life Survey" was conducted by Nielsen Turkey for Sustainable Brands Turkey in 2020. Consumers chose BMW as the "Good Life" automotive brand that adds value to their lives according to the survey.
• BMW AG chose Borusan Otomotiv's social media communications and quickly introduced contactless communication point activities, which have been performed in Turkey for BMW during the pandemic starting in March, as a best practice.
• "BMW Customer Service Retention Project" came third in Digital Trailblazer 2020 organized by IDC, which honors IT leaders' transformation achievements.
• Online delivery of all training courses during the COVID-19 pandemic was named as best practice by BMW AG within the C3-R1-A region.
• MINI performed some 50% of its retail sales in 2020 on MINI Onlinestore, its online reservation platform.
• MINI rose to the first rank with a market share of 44% with MINI Electric sales within C3-R1 region of BMW AG (103 units).
• At the MINI Marketing Awards 2020 organized by the manufacturer, "MINI Electric x Elvin Levinler E-Guide Project" stood out from among 27 countries and won the first prize.
• Run with MINI Owners, the project titled #BizMINI’yiz (We are MINI) was chosen as best practice among the markets in the C3-R1 region.
• BMW Motorrad made a striking start in the Motobike Istanbul 2020 in February to the motorcycle season. 23% of motorcycle sales, which amounted to 621 units in 2020, were performed with down payments during the fair.
• A bronze award was won in the motorcycle category under the "SocialBrands Data Analytics Awards" section of the Social Media Awards Turkey.
• BMW Motorrad's online sales platform was launched in December 2020 as being the first in the sector. This website enabled users anywhere in Turkey to choose from among the motorcycles in stocks and reserve the one they desire without having to visit authorized dealers.

Borusan Otomotiv Pazarlama
• Sold 2,010 Land Rover vehicles (2019: 1,371)
• Sold 265 Jaguar cars (2019:244).
• Borusan Otomotiv’s total sales of retail parts and labor revenue for Jaguar & Land Rover Authorized Services amounted to EUR 33 million.
• Borusan Otomotiv won two awards, including Best Distributor and Best Customer Experience, in Jaguar Land Rover's annual assessment within the European Importer Region (EIRO) consisting of 21 countries.
• "Live Countdown for the Launch of the New Land Rover Defender" was an outdoor application conducted by the company and it won the "Outdoor Application of the Year" award at the Automotive Distributors Association’s (ODD) Sales & Communications Gladiators Awards 2020.
• The 32nd edition of Crystal Apple Turkey Advertising Awards organized by the Turkish Association of Advertising Agencies granted a Crystal Apple to the New Land Rover Defender advertisement named "Doğa'da İlk Kez Görüldü (Seen in Nature for the First Time)” in the Media/ Automotive-Transport-Tourism category. It was also granted the Grand Prize in the Media category.
• Online Video Chat and Contact Center Structure, New Land Rover Defender Digital Media Launch, Online Reservation Platform, aftersales loyalty programs, and customer retention activities were considered best practices by Jaguar Land Rover and shared with other countries within the region.
• Virtual and interactive product training delivered for the first time in Turkey was chosen as a best practice by Jaguar Land Rover, and know-how was transferred.

Borusan Oto
• The pandemic changed consumer behavior, and its consequences were felt more clearly on the retail side. Measures taken at Borusan Oto branches were communicated regularly throughout the year. "Online Sales Advisor App” designed to provide remote assistance, Excellence Hub that allows sales talks to be held in exclusively designated areas, as well as Hygienic Test Drives were the actions that came to the fore.
• "Online Sales Advisor App" was launched for customers who easily make an appointment to get detailed information about the cars via online meetings or video chats with sales teams comfortably at home, without having to pay physical visits to Borusan Oto branches. As for aftersales services free of charge, valet services continued to make sure that customers do not have to visit branches for the service requirement of their cars.
• Borusan Oto Samandıra premises, which suspended operations in 2019, commenced Jaguar Land Rover sales and aftersales operations again.

Borusan Otomotiv Premium
• In 2020, Borusan Otomotiv Premium achieved 3,036 units of car stock.
• Compared to the actual figures of 2019, the fleet size grew by 8.93%, and the budget targets for 2020 were passed by 35.60%.
• Total turnover was EUR 69.1 million, including EUR 33 million as rental revenues, EUR 34.7 million as revenue from used car sales, EUR 1.4 million as revenue from loan insurance operations.
• Profit before tax was EUR 13.8 million, while balance sheet fleet value (depreciation deducted) amounted to EUR 128.8 million.
• Actions were taken in order to digitalize and make the rental, loan and insurance services leaner. As a result, the first completed phase of this project enabled all loan and rental solution requests to be submitted via the brand websites. In addition, specifically for BMW and MINI brands, down payments and car reservations were proceeded on websites.

With respect to the principle of benefiting society, the environment, and customers, Borusan Otomotiv Group predicated its organization-wide sustainability roadmap on its vision, which is "Pioneering Turkish Automotive Sector's Transformation into Electrification.” This way, Borusan Otomotiv aims to introduce a new approach for automobile use and serve as a pioneering company with solutions for eco-friendly transport in Turkey.

Actions for a "Sustainable Future"
With respect to the principle of benefiting society, the environment, and customers, Borusan Otomotiv Group predicated its organization-wide sustainability roadmap on its vision, which is "Pioneering Turkish Automotive Sector's Transformation into Electrification.” This way, Borusan Otomotiv aims to introduce a new approach for automobile use and serve as a pioneering company with solutions for eco-friendly transport in Turkey. While "Employee Happiness" is what Borusan Otomotiv Group pursues with the emphasis that people are its greatest asset, "Customer Happiness" is the raison d'être and assurance of the future for the Company, which incorporated it as a key element of its sustainability efforts in 2020. Led by the Executive Committee, Borusan Otomotiv Group's Sustainability Committee, consisting of the Company's managers of all brands and critical functions, was formed in 2020.

As part of the efforts by the Committee, targets and follow-up indicators for 2021 and potentially for 2030 were determined regarding the focus areas of the Sustainability Strategy. Benchmarking studies and retrospective performance measurements were carried out.

In parallel with these targets, work will continue in terms of which values will be created in relation to fields of activity and how these values will be shared with communities in 2021.

Steps to Ensure the Sustainability of Employee Engagement
Borusan Otomotiv Group builds its human resources strategy on high employee engagement and motivation. During the COVID-19 pandemic, the health and safety of employees were prioritized with actions taken and as a result, high employee engagement was achieved. Online ergonomics courses were delivered to employees upon the shift to working from home and in alternating schedules. Internal communication plans were revised in parallel with the COVID-19 pandemic, the Executive Committee’s and Human Resources' gatherings with employees were increased via online meetings. Team leaders were provided support and consulting remotely. Seniority Awards, which is held annually as a tradition, was organized online, with an agenda and content that made sure all participants felt the shared emotion of the event. The internal communication team Voltran was active during the whole year and via the team, employees' changing needs and demands were discovered, assessed and concluded in due time with the Executive Committee.

A Healthy and Safe Working Environment
• Protective face shields were provided to customer-facing roles and plexiglass was installed on their desks.
• Office employees' body temperature was measured every morning.
• Red markers were placed in front of counters to ensure social distance.
• All employees were provided with masks in the amount sufficient for their disposal every four hours.
• Waste mask containers were placed in working spaces.
• Employees in customer-facing roles and the staff who continued working in the office were provided with regular vitamin C support.
• Office chairs and laptop elevator stands in the workplaces were delivered to employees working from home in order to minimize musculoskeletal risks.
• Cleaning and disinfection of all working areas were made more frequent.
• Social distancing rules were taken into account in the re-adjustment of employee shuttles. Up to 80% occupancy was allowed in shuttle buses, and additional shuttles were made operational for crowded routes.
• Seating order was changed in canteens; lunch break times were re-arranged.
• Break times were re-arranged; plans were made in groups to reduce crowds.
• Consulting services were procured from Acıbadem University to have the protective measures at Borusan Oto branches checked by an authorized institution to find out rooms for improvement. In addition, a plan was devised for customer communications via an authorized institution that explains protective measures. Set to be released in episodes, several videos were shot in which in branch measures taken for all processes were explained.

Borusan Otomotiv Represents Turkey in Motorsports
Initiated by Borusan Otomotiv in 2008, Borusan Otomotiv Motorsport (BOM) won - over the course of 13 years - 18 championships in 368 races, which took place in 36 different circuits in 20 countries on four continents. In the 2020 season, Borusan Otomotiv Motorsport (BOM) participated in the GT4 European Series, which included over 50 drivers from 13 brands and 12 racing teams. Borusan Otomotiv Motorsport (BOM) represented Turkey successfully in races held in Italy, Germany, the Netherlands, Belgium, and France, opening the season with a pole position won in Imola and taking the podium eleven times. Two BMW M4 GT1 cars of the team completed the championship with second and fourth places in Europe. In addition, the "BOM Karting Project" was rolled out in 2020, and a BOM Karting Girls Team was formed - a first in Turkish motorsports history. Preparations of the team for taking place in the start line were fully completed, and a seven-day test drive, organized to develop drivers on the Körfez Racing Circuit, was finalized successfully.

BOM E-Team, founded in 2018 with the aim of playing a part in the emerging e-sports industry and representing Turkey in this field, organized the Virtual GT Championship for the third time with the motto, “The Path from Virtual to Reality.” The organization, consisting of eight legs, was completed successfully.

BOM E-Team, founded in 2018 with the aim of playing a part in the emerging e-sports industry and representing Turkey in this field, organized the Virtual GT Championship for the third time with the motto, “The Path from Virtual to Reality.” The organization, consisting of eight legs, was completed successfully. During the pandemic, selected team members took part in the international SRO Charity Challenge and represented Turkey successfully. In the same period, three races organized outside the scope of championships helped boost visibility and create more awareness about the team.