Error parsing XSLT file: \xslt\FacebookOpenGraph.xslt Fleet trim levels working for BMW
Cookies on Businesscar

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive all cookies on the Business Car website. However, if you would like to, you can change your cookies at any time

BusinessCar magazine website email Awards mobile

The start point for the best source of fleet information

Fleet trim levels working for BMW

Date: 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.

Follow BusinessCar on TWITTER.



Share


Subscribe