BMW powers through tough times

Written on the 6 July 2009

THE Porsche v Volkswagen dispute has dominated motoring news lately, but luxury manufacturer BMW is driving through the recessionary fog with its new X6.

In the last 10 months, 545 examples of the crossover BMW have been delivered in Australia. It has been revealed that around 40 per cent of X6 customers are new to BMW allowing the vehicle to outsell cars such as the Fiat 500, Jaguar XF, Lexus IS F, Mazda MX5, Mercedes-Benz CLS, Audi A6 and Volvo C30. Its closest competitor, the Porsche Cayenne, was outsold by the BMW X6 this year by almost 20 per cent.

Bruce Lynton BMW principal Beric Lynton, says sales are ahead of target.

“With the current tax incentives for business owners offered by the Government we’ve been able to continue to improve our sales results from the start of the year. In June we achieved 150 per cent of
target with new BMW vehicles whilst maintaining target with our used vehicles,” says Lynton.

“In 2009 we are ahead of our target for new BMW sales which is a great result for the dealership in the current economic climate.

“We are also enjoying market share leadership in the luxury car segment having registered approximately 30 per cent more than other luxury manufacturers in 2009.”

Vehicles such as the X6 Sports Activity Coupé and the Mini diesel are proving to be a niche hit for the group. The Mini diesel is now the most fuel efficient car on the market with 3.9L per 100km.

“This year our first-ever V8 twin turbo production engine joins the range,” says Lynton.

“The Gold Coast and Northern Rivers areas have embraced vehicles such as the X6 and MINI diesel, appealing to different customer bases and each have exceeded our initial sales expectations.

“With the arrival of the X6 M, later this year we only expect interest to grow”.

BMW was recently left in a spin after its new ‘artistic’ TV ad was banned for encouraging hoon driving. Australia’s advertising watchdog outlawed the ad for a BMW convertible because driving stunts shown in the clip would break Australian road rule laws.

The ad features the BMW Z4 coupe creating a giant artwork in a warehouse by driving with painted tyres and includes the vehicle spinning its wheels and skidding.

The watchdog banned the ad on the basis it depicted illegal driving.


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