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BMW avoiding 'confusion' by simplifying model range

Date: 18 March 2014   |   Author: Jack Carfrae

BMW is attempting to simplify its range despite launching a raft of new models into the marketplace.

Lee Connolly, rental and whole-life cost operations manager, told BusinessCar that the firm had stepped up its efforts to ditch unnecessary derivatives because it didn't want to "become the confusing brand in the market". 

He continued: "We're cautious of the model range becoming too complex. We have a lot of models and a lot of derivatives.

"There's an internal strategy to focus on reducing complexity so we don't become the confusing brand in the market. We look at the uptake and ask ourselves constantly, 'are we having a model for a model's sake?'"

Connolly cited the firm's decision to ditch the 520d Efficient Dynamics, as the standard 520d produced the same amount (119g/km) of CO2, so there was no sense in keeping the additional model. 

"[Choice] keeps the showroom fresh on the new and the used side. The conundrum is to keep choice but to throw away complexity," said Connolly.

"We've eradicated some models where the automatic [gearbox] uptake is so high that we've removed the manual. We've removed Modern [trim] on the 435i and 3GT. Complexity is a key project for 2014 - we've got a lot of motivation internally to look at things and work out if they're really needed.

"We don't necessarily want to offer everything."