Blog: Dave LeggettBMW GB gets wise to 'Burberry risk'?

Dave Leggett | 6 June 2008

In this week's AM, Maurice Glover reported that BMW has decided it's sold enough cars in the UK and is 'capping volumes of popular models after deciding it has reached optimum size in the market'.

Product and market planning chief Carl Sanderson told Glover that the company was no longer seeking higher volumes for core products and added: "The 3 series accounted for half our total sales in 2007 and the 1 series won more than 23,000 registrations. We would like to have as many cars as possible in the market, but there is an understanding that we have now reached a level of business that is profitable for the company and the dealer network."

In Motor Industry Magazine earlier this year, Martin Derrick asked whether BMW can avert the “Burberry risk”.

“Remember Pierre Cardin? Or Ben Sherman? Or Burberry and Stella Artois?

“What they all have in common is that they were premium brands which lost some of their sparkle as a direct result of boosting sales volumes too aggressively. Worse, they started being associated with – how shall I put this? – less than premium customers.”

Perhaps BMW has decided that, in the UK at least, enough is enough.

And what about that 'image problem' BMW has in Britain? Has Richard Porter been sniffing Esso blue again...

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