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One of those new products is the latest expansion of the 3-series line-up - the Gran Tourismo. Offering more boot and rear space than a 3-series Touring, although also more expensive, the new GT will be a niche player compared with the saloon and estate 3-series models, but Chater claims that will help it retain an air of exclusivity.
"People will probably be coming from Audi A5 Sportback, or Mercedes C-class Estate or Audi A4 wagon, and we'll probably see people move down from bigger cars because it's so complete," says Chater. "It's a 3 Touring with more space and a coupe bodystyle and lower volumes, so it will feel a bit more premium."
Untapped market
BMW's focus on existing customers isn't at the expense of new business. "We see big appeal for BMW fleet sales this year - even in the competitive environment," declares Chater. "We have good availability of product and the right product for customers. We won a lot of new customers through 2012 and we will be going out to present our product and offering to prospects through 2013 with the desire to win new customers."
BMW feels there is still a large untapped market for the brand, despite it being the fourth-biggest in terms of fleet registrations in 2013.
"There are a lot [of customers] out there that we haven't got, and we will have new product that may appeal to people we haven't appealed to before," explains Chater. "We're in a stronger position than ever before with prospects - we can go to them and put a compelling offer. If we have been locked out for many years, people haven't experienced the breadth of our product. Where they may not have had cars from BMW or Mini in the past, now they would, so we have a lot of work to do."
Sole-brand deals are an area BMW will seek to expand into: "I see more solus opportunities - we continue to see that as an opportunity as people look to reduce cost and create an efficiency of offer. With BMW and Mini it gives us a unique position we didn't have in the past."
The firm is about to launch a new corporate customer contact centre having recently appointed an agency to operate the service. Going live in May and designed purely for business car customers, the thinking according to Chater is to ensure "a reactive and proactive centre for providing an even better service". That's joined by investment in technology and systems behind the scenes, designed to speed the process to market for the group's new products.
After a good 2012 that saw BMW set a new global sales record and achieve record sales and revenue in the UK despite the challenging economic climate, Chater predicts another flat year for the market with the premium segment growing, in part off the back of recent and forthcoming new models from the prestige brands.
"In the business world there is a lot of money available and those that are struggling have fallen by the wayside," he comments. "Those that are around have cash but are unwilling to spend. The difficulties and challenges in the Eurozone mean that stifles confidence in the UK market."
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