Fleet trim levels working for BMW
19 October 2012
Author: Tristan Young
BMW's new trim levels have helped attract new customers and boosted residual values, according to former fleet boss and now BMW's head of marketing Chris Brownridge.
Downplaying suggestions that BMW's new trim levels, including titles such as Luxury, Modern and Urban, have just confused traditional customers, Brownridge said the new names were a success.
"They offer greater differentiation between the product," he said. "With the 3-series, lots are traditionally sold in Sport, but Luxury appeals to conquest customers typically coming out of Jaguar, and Modern appeals to Lexus customers."
Brownridge added that many fleets don't allow options that don't perform well in terms of RVs. For these businesses the greater spread of trim levels makes the cars more appealing.
"On the 1-series, Urban is accounting for 10% of the mix, as forecast. A typical owner would go for Sport, but for conquest it works.
"It has a positive impact on RVs too, so much so that Sport is only £5 more a month [on lease rates] compared to SE, so that works well. And the RV forecasters don't like all the cars to look the same at disposal time, so it helps there too," he said.
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