The 6 series coupe and X3 sport-utility due early in 2004 give BMW two more new segments in its drive to pass Mercedes-Benz as the No. 1 premium car company by 2008, Automotive News Europe reported.
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Next year, the entry-level 1 series also will arrive. And Michael Ganal, BMW member of the board for marketing, will not rule out BMW’s entry into additional segments in coming years.
Ganal said BMW plans to sell 1.4 million cars annually by 2008, up from 1.05 million units last year.
BMW officials believe their decision to jettison Rover Group and focus exclusively on premium cars helps them against Mercedes-Benz. Mercedes’ parent company DaimlerChrysler participates in both luxury and mass-market segments.
When they’re calculating sales numbers, BMW officials count Mini and Rolls-Royce, saying they are also premium brands. But BMW doesn’t count any DaimlerChrysler brand but Mercedes-Benz.
Nigel Griffiths, analyst for Global Insight Automotive in London, said BMW won’t have an easy job overtaking its long-time competitor, however it counts the numbers.
“Mercedes-Benz is not standing still either,” he said. “Even within existing segments it’s adding lots of body styles and filling in every gap in segmentation.”
BMW’s marketing department believes the luxury sector will grow 50% worldwide by 2015, compared to only 30% for the mass market.
In 2002, Mercedes-Benz outsold BMW worldwide by 1.27 million to 1.05 million. But that includes Mercedes-Benz commercial trucks. BMW doesn’t make commercial vehicles.
Ganal and other BMW executives remain bullish on the designs of their chief stylist, American Chris Bangle. Bangle’s designs for recent new BMW models, including the 7 series and 5 series, have been very controversial. There is even a “Stop Chris Bangle” Internet petition.
Asked if the designs are intended to create more interest by polarising opinion, Ganal said: “The styling should not polarise, it should convince. It’s not our intent to polarise. There will always be some people who don’t like them. But polarising is not the name of the game. Heading for No. 1 premium manufacturer, BMW has to meet the needs of target groups.”
The X3 goes on sale in Europe in early 2004 and will start at €40,300, while the 6 series coupe will start at €77,000. Between 70,000 and 80,000 X3s will be built for BMW by Magna Steyr in Austria. BMW anticipates sales of 15,000 to 20,000 6 series coupes, Automotive News Europe said.
