2011

  • Automotive Group

  • TR

REPORTS

Borusan Otomotiv and Borusan Oto

  • Distributor of premium automobiles for BMW, MINI, Land Rover, Aston Martin and BMW Motorcycles in Turkey
  • To become the first choice for automobile and motorcycle enthusiasts while simultaneously maintaining our market leadership position
  • Our mission is to provide driving comfort and happiness through unrivaled products and services
  • The cumulative turnover of the Automotive Group, including all brands, increased to 18,892 units, a rise of 25.5% over figures from the previous year.
  • There was a 24.8% increase in turnover in comparison to 2010 figures. Total turnover of BMW vehicles topped 15,018, enabling BMW to capture the pole position in premium segment leadership, as well as securing the highest retail sales on record, spanning a period covering the past 26 years.
  • BMW’s market share within its segment increased from 29.2% in 2010 to 31% by the end of 2011.
  • With a turnover of 2,139 vehicles in 2011, Land Rover managed to maintain its leadership position in its segment with a market share of 30%.
  • MINI had its highest year on record as turnover increased to 1,735 units and it was honored with “The Year’s Fastest Growing Brand” award at the ODD Gladiators competition.
  • With sales reaching 453 units last year, BMW Motorcycles was once again the leader in the sector consisting of 650 cc and above models.
  • The consolidated turnover in the used car division numbered 2,018 units last year, an annual increase of nearly 100%.
  • For all brands and the whole network in general we reached the relatively high rating of 86% in customer satisfaction and 75% in loyalty. The after sales satisfaction rating among all brands, as well as the whole sales network in general, reached 85%, while loyalty stood at 67%.
  • The consolidated revenue generated from retail parts sales of all brands represented in the organization amounted to €47.6 million, while income generated from labor topped €4.9 million. As a result, the cumulative returns generated from after sales services reached €52.5 million.
  • Strategic training and development programs were implemented at Borusan Academy to strengthen collective Group performance and develop the individual skills of our employees.
  • Lean 6 Sigma methodologies are implemented with the intend of developing new businesses to provide sustainable growth and providing for continued expansion have improved the efficiency of our internal processes.
  • We have managed to obtain customer satisfaction and loyalty results which were much higher than our targets by always giving priority to after sales services. The Company won the third place trophy in the “BMW AG Regional Service Technicians” competition.
  • The utilization of alternative sources for water usage and waste water recycling principles have been internalized at Borusan Oto.
  • All Borusan Oto facilities were built with a focus on energy efficiency, beginning with their design phase. In terms of their structure and operation, these facilities are in harmony with principles of ecological balance.
  • All type of waste produced during business processes is appropriately dispatched to licensed firms for either recycling or disposal in accordance with all relevant regulations.

 

There was a 24.8% increase in turnover in comparison to 2010 figures. Total turnover of BMW vehicles topped 15,018, enabling BMW to capture the pole position in premium segment leadership, as well as securing the highest retail sales on record, spanning a period covering the past 26 years.

 


From left to right:
EŞREF BİRYILDIZ, Executive Committee Chairman
ALİ VAHABZADE, Board Member / Executive Committee Vice Chairman
AYHAN ÖLÇER, Executive Committee Member / BMW Group Sales & Marketing Director
Y. ATİLLA ERMUTLU, Executive Committee Member / After Sales Director
TİJEN ÇIDAM, Executive Committee Member / Borusan Oto Managing Director
M. KERİM KAZGAN, Executive Committee Member / Finance & Adm. Director
CENGİZ TEMEL, Managing Director, Manheim Turkey
SALİH ALSON, Managing Director, Supsan

 

 

 

 





Brands
  • Borusan Otomotiv became the exclusive distributor of BMW in Turkey in 1984.
  • Borusan Otomotiv became the distributor of BMW Motorcycles in Turkey in 1985.
  • Became the authorized sales and after-sales services provider of the Land Rover brand in 1998.
  • In 2001, Borusan Otomotiv became the distributor of the MINI brand in Turkey
  • In 2008, Borusan Oto Kıbrıs Ltd. Land Rover was founded.
  • As of the last quarter of 2010, Borusan Otomotiv became the distributor of Aston Martin in Turkey.

Products and services
  • Passenger cars and 4x4 vehicles, premium selection used cars, motorcycles, spare parts and service, long term automobile rentals and diplomatic car sales

Dealership Network


  • Borusan Otomotiv has 14 authorized dealers and 23 authorized service centers located across the seven main geographic regions of Turkey that provide sales and after-sales services for its products.
  • Functioning as a Borusan Otomotiv dealer, Borusan Oto has sales and service points in the Avcılar, Istinye and Dolmabahçe districts in Istanbul, as well as operations in the Esenboğa, Çankaya and Birlik regions of Ankara, plus one each in the Adana-Mersin area and in Gaziantep.

Supsan

 

  • Leader in the domestic OEM and spare parts segments
  • The largest manufacturer of engine valves in Turkey
  • A partner who offers integrated solutions for customers through new products
  • A record year with total sales topping 7.34 million units, a turnover of $26 million, and a combined production of 7.50 million units
  • More than 1.6 million pieces were sold as a result of the effective marketing strategy in spare parts segment
  • Independent spare parts exports reached a record level of 200,000 pieces.
  • A new record was set in the sales of new products excluding valves as turnover rose by 54% compared to the previous year, to $2.2 million.
  • New products of push rods and valve caps were developed for OEM
  • Products including cylinder heads and valve shims were launched in the aftermarket.
  • Audits of Audi, Porsche, Ferrari and Mercedes were passed successfully. 58
  • Received approval to become a supplier for Avtovaz (Russia) K4
  • Became a supplier for Bentley, Aston Martin, Audi, Porsche, Ferrari and Mercedes
  • More than 5,000 people attended training seminars held within the scope of our marketing strategy in Turkey, including 52 small scale, five major education conferences and 48 Apprentice Training Center meetings.
  • The same marketing strategy was implemented in the neighboring countries to acquire new customers.
  • Supsan is continuing its environmental efforts in a systematic manner. The risk assessment studies carried out pertaining to this matter have allowed us to maintain control over environmental effects. The participation of all workers in the system is ensured through the educational programs that have been prepared.

 

A record year with total sales topping 7.34 million units, a turnover of US$ 26 million, and a combined production of 7.50 million units

 

 

 

 




Business Area
  • International expertise with respect to production of engine components and after-sales services in the markets of original equipment and spare parts and after-sales services in the markets of original equipment and spare parts
  • Production of valves for internal combustion engines via Eaton SrL license, the leading manufacturer in the global market.
Production Capacity
  • 10 million valves per annum
  • Stellite welded valve production capacity of 4 million pieces, bi-metallic valve pro
Sectors Served


  • Original equipment producers and aftermarket distributors in the domestic and global markets

Service Points

Headquarters: Halkalı Factory
Domestic OEM: Ford Otosan, Oyak-Renault, Türk Traktör, Başak Traktör, Yavuz Mühendislik, Anadolu Motor, Merkotek-Uzel, Pomposan
Domestic OES: Ford Otosan, Renault-Mais, Tofaş-Fiat, New Holland Trakmak, Iveco, Anadolu-Isuzu, Pancar Motor, Otokar, Temsa, Karsan, BMC, DAF - Tırsan
Independent Spare Parts: 100 dealers
Foreign OEM & OES: Fiat, Peugeot-Citroen, Renault, Ford, Ferrari, Porsche, Bentley, Aston Martin, Nissan, Volkswagen, Audi, JCB, DAF, Volvo, Volvoler Chrysler, John Deere, Detroit Diesel Penta, Iveco, Isotta Fraschini, Mercedes - Benz, VM Motori, Generors, Daim

Manheim Turkey

 

  • Turkey’s innovative and leading used car remarketing company, providing both physical and online solutions in its business model.
  • The number of cars sold increased by 16%.
  • In line with the technology oriented strategy, investments such as Business Intelligence Platform, Online Auction, and Simulcast were initiated.
  • The necessary steps were taken to expand our physical capacity.
  • New strategies were determined in accordance with the growth and potential of the market.
  • Corresponding to the technology oriented strategy innovative approaches and online solutions were developed.
  • Measures were implemented to expand the customer network.
  • The whole organization was transformed into a customer centered sales business.

 

Corresponding to the technology oriented strategy innovative approaches and online solutions were developed.

 

 

 

 

 




Business Area
Brings together buyers and sellers in a secure environment which is in compliance with all applicable industry laws and regulations.
Products and Services
  • Private Auction
  • Offers expert evaluation and pricing of domestic or imported second-hand motor vehicles, logistical support for the transportation of vehicles to “special auction sessions” as well as facilitating all transactions between buyers and sellers by handling documentation and financial transfers.
  • The Company operates totally without restrictions concerning trademarks, selling all brands of automobiles.
  • Sellers from various cities who are members in the system participate in the private auctions organized each week at the Tuzla, Istoç district of Istanbul, as well as in Ankara.
  • Online connection to all auctions held weekly at Istoç
  • Self bidding via pda at Istoç
  • Online Auctions

Service Locations

  • Headquarters at Tuzla, Istanbul
  • Istanbul Branch - Istoc Auto Center
  • Ankara Branch - Esenboga
Borusan Holding. Tüm hakları saklıdır.