Courtesy of BMW
The BMW X 3 and BMW X 1 are two models, the strong competition to other car manufacturers offer.
By Paul A. Eisenstein, NBC News logged-in user
Cadillac met officials with reporters during the Thorsten Pebble Beach Concours d ' Elegance in California recently, they spent a surprising amount of time to discuss the competition — in particular BMW. With its new compact sedan, called the ATS, which takes domestic automakers aim at the Bavarian manufacturer that is the benchmark performance luxury has become.
"It won't be easy" Cadillac said you BMW general marketing manager Don Butler, but the company has any hope to win back credibility in the luxury market, General Motors flagship brand has no other choice. And it is not alone.
The BMW logo adorned more luxury cars than any other brand in the United States last year sold, and the brand considerable reputation for making his self-proclaimed "ultimate performance machines" as King of the Hill, virtually all high end manufacturers aimed from German rival Mercedes-Benz, Toyota Lexus, it sets.
Again and again, which demonstrably easier say than do, and BMW has continue to gain ground in recent years. But it certainly does not mean that competitors are back down. Audi, is a break-ins with products, make that a mixture of solid handling and Acceleration together with eye-catching design to deliver. Lexus parent Toyota President Akio Toyoda has vowed more "passion" and "" put it into new and revised products such as the LS 460 sedan that will go on sale this year.
"I would say if I said that I was not the truth is not" about the challenge presented by the competition, nor about the position, the it in 2011 as the U.S. market luxury sales leader, won, Ludwig said Willisch, who was the CEO of BMW of North America last year.
No. 1 "for us of importance is," said the German Executive, and not only in comparison to people such as Cadillac, Mercedes or Lexus. Although BMW of luxury sales leader in the United States in 2011, rose to be China BMW top market. From June the US however, is back at the top - Although BMW of North America is now in a tight race with Mercedes-Benz. And after seeing sales shortages as a result of the March earthquake and tsunami Japan, Lexus is collapse in 2011 as a result of product back in the competition, also.
BMW has rolled out a number of new models in recent months, including a completely new set of 3, several high optional, the new X 1 compact crossover and 2013 it will update its flagship 7 series.
The new X 1 objectives of a fast developing compact crossover segment, which Willisch expects brings "new customers, we have not seen so far."
The German luxury car makers have started together what is considered the most aggressive era of product distribution in automotive history. As soon as some product gaps are identified, BMW, Mercedes or Audi jumps to quickly - usually quickly Germanic competition with the.
"It's all about entrepreneurship," says remember that BMW is exaggerated Willisch, who plays down. Before a few years of the manufacturer skeptics abound, when it rolled out of the X 6 saw a sport activity vehicle, crossover mix attributes of a conventional SUV and a sports car. But demand is strong enough to the manufacturer to a smaller version to prepare soon to launch X 4 convincing.
However, not everyone is convinced. Lexus CEO Mark Templin says that he has no interest "I have 100 new models, not..." Add especially at the lower end of the spectrum luxury. The Japanese marquee brand does not intend to compete, because that says Templin, the role of the established brand is with the X 1 or the 1 series car.
He has a point. Dub skeptics such mini-luxury models as "match car," which luxury manufacturers such as BMW and Mercedes-Benz - have their lines, strict new U.S. mileage mandates and tempered European CO2 rules to meet. Lexus, Cadillac and Audi can turn down-market sibling brands such as Toyota, Chevrolet and Volkswagen.
In fact, while BMW recognizes a number of new battery cars and plug-in hybrids as the new 3-series-based ActiveE and the upcoming i3 i8 is models, rolling Willisch, that they likely to generate collective volumes "in four paragraphs."
It could make more conventional hybrids, such as the revised version of 2013 7, better. A recent study found that the Toyota Prius in the 10 wealthiest zip codes in the United States is found often as companion to luxury models such as the 7-series. More and more luxury buyers, what whatever their income and assets, says Willisch, "Fuel interests" even if it only drive is something they can brag, friends and neighbors.
Last year's strong display of BMW in China it makes clear that the manufacturers to adapt global realities. It is the development of new products specifically for China, in particular, a stretched version of the 3 series appeal to buyers who prefer that be chauffeured. But don't worry, the head of BMW of North America stresses, the maker "will continue to ' come true ' to build BMW's", the life can up to image of the ultimate driving machine.
But expect the manufacturer set more value on the design, comfort and safety, as well as quality and customer service. If Cadillac and competitors want to take shot at BMW, the Bavarians can return more than fire.
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