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T BMW Indonesia, the local subsidiary of car manufacturer BMW AG, based in Munich, Germany, officially launched operation of its MINI premium compact car line in Indonesia.

The launch was marked by BMW Indonesia president director Ramesh Divyanathan and automobile retailer Nusantara Group president director Joe Surya unwrapping a red MINI Cooper S from a cargo box in a ceremony on Tuesday. BMW has appointed Nusantara Group as the exclusive MINI distribution partner.

“It’s a very exciting moment as we are gearing up to build the MINI brand and set up its distribution in Indonesia,” Divyanathan said.

Several MINI models will be officially introduced to the public at the 19th Indonesia International Motor Show (IIMS) on July 22-31, he said, adding that the company would highlight three MINI models: the MINI Cooper S hatchback, MINI Cooper S Convertible and MINI John Cooper Works.

“A flagship MINI showroom and service center is scheduled to open at the beginning of 2012, while a boutique showroom in Jakarta is planned for the last quarter of 2011,” he added.

Joe said the flagship showroom would be located in South Jakarta, deemed the largest market for MINI cars, while the boutique showroom would be at a premium shopping mall.

He said initial marketing efforts would be focused in Jakarta, Surabaya and Bali. “Expansion to other regions may come in future plans.”

Joe said a recent survey conducted by his company revealed that there were currently 400 MINIs in Jakarta that were imported by other companies. “These cars will also be welcomed at our service center once it has been established,” he said.

As for the price, Joe said both BMW and his company were still unable to disclose the exact prices for the MINIs, as they were still being finalized.

“The basic price will be between Rp 500 million [US$58,290] to Rp 700 million,” he said, adding that exact prices would be announced at the IIMS.

More than 20 MINIs had already been booked by customers, Joe said, of which 60 percent were MINI Cooper S hatchbacks. “The orders are expected to arrive in Indonesia in the next four or five months.”

Nusantara Group employees are currently undergoing extensive training in brand identity, customer service, marketing, sales and technical know-how in both Munich and Jakarta, Joe said.

BMW Indonesia spokeswoman Helena Abidin said the company sold 717 cars in the first semester of 2011, a 29% increase from the same period last year.

“We are confident that we’ll have double-digit sales growth this year,” Helena said without disclosing the exact sales growth estimate for 2011. BMW Indonesia sold 1,241 cars last year. (mim)