Report card- So who is buying the new 3-series?

Based on our recent dealer surveys, it looks like BMW is back and has a real hit with the new 3-series.

And the reason it is a hit, is not just because the sales numbers are strong.

The best news for BMW is not that people are buying it (of course, that's good), but WHO is buying it.

Dealers are reporting to us that they are extremely encouraged that the BMW faithful like it.

But the big win for them, is that they are seeing a whole new clientele walking into dealerships that they have never seen before.

It looks like the prediction we made a few months ago was bang on.

The reason the rear end of the 3 and recent BMW's look so Asian are because they are ACTIVELY seeking this audience.

And the strategy is working.

Accord, Acura, Nissan and Toyota owners are trading their vehicles for the new 3.

Why?

Customers in this segment are getting more sophisticated and are demanding more than their Asian products can offer, in terms of driving experience.

And this customer is more brand conscious than ANY other segment in the business.

Congrats to our friends at BMW on a job well done!

Steve - 8/3/2005 9:46:04 PM

+1 Boost

Hey 001! You say "The reason the rear end of the 3 and recent BMW's look so Asian are because they are ACTIVELY seeking this audience." I believe you're right. Ditto with the 5 series, 6 series, and the spy shots of the 8 series.

But I have a question: What of us who liked the German lines of the 1991-1997 3 series, and the 5 series that ran during that time, and the Z8 they no longer make? I guess BMW is showing us the door to Mercedes?

BMW is a stunningly successful car company (compare their profit per unit to others, operating margins, etc). It looks like BMW is just redefining who their customers are. Out with the old, in with the new. I wish Lexus Of Bavaria well.

Steve - 8/3/2005 9:46:04 PM

+1 Boost

Hey 001! You say "The reason the rear end of the 3 and recent BMW's look so Asian are because they are ACTIVELY seeking this audience." I believe you're right. Ditto with the 5 series, 6 series, and the spy shots of the 8 series.

But I have a question: What of us who liked the German lines of the 1991-1997 3 series, and the 5 series that ran during that time, and the Z8 they no longer make? I guess BMW is showing us the door to Mercedes?

BMW is a stunningly successful car company (compare their profit per unit to others, operating margins, etc). It looks like BMW is just redefining who their customers are. Out with the old, in with the new. I wish Lexus Of Bavaria well.

fam1 - 8/7/2005 6:31:37 PM

+1 Boost

I've started seeing some new 3's on the road finally, seems to have taken a while. But I've been really surprised at the total lack of new A4s on the roads here in New England, especially since they have been out a while longer than the new 3.

I'm shocked at how many "new" 5's are out there...for an ugly car it seems to sell exceptionally well.

shiftright - 8/17/2005 4:18:56 PM

+1 Boost

I am sorry but that entire argument about attracting Asians with an Asian looking rear on the car is flat non-sense. Please stay within the confines of reason and facts.