BMW boosted December sales 11 percent to hold off Mercedes-Benz and recapture the US luxury-auto sales crown for 2014, as premium brands benefited from a surging stock market, low interest rates and attractive leasing offers.
It's a double edge sword imo, it's a high end luxury brand that starts to lose its exclusivity the
more affordable it becomes and the more common their cars become.
BMW really is not high end any more, at least at the lower end of the model range. There is no other way to grow sales without moving the price point lower, as well as volume. Is that necessarily bad? It's almost as though BMW is moving into the "everyday luxuries" type of market. Things like Starbucks, Godiva etc. Brands that still have strong identities, desirability and attainability. It's also positive in that a brand evolves with the times, rather than dwindle and become old and stuffy.
It's also possible to have the same brand and be many things to many people. Look at airlines - Economy vs Premium seats. I'd like BMW to deliniate service (sales and maintenance) a little better between models, which may help differentiation between model lines, and drive profitability.
You also don't want to buy a car that is too exclusive. Why? Because the design, ergonomics, technology, safety and engineering may be sub-par, since they can't amortize R&D over a large number of units. I remember when the Bugatti Veyron didn't have Nav, since they couldn't justify the development costs.
In today's market, which BMW models would be worth your time and money?
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