BMW Go Bonkers

Tuesday, 17. November 2009

As all of my readers know I treat manufacturers, dealers and lenders with the greatest of respect and don’t go out of my way to make them look daft. I don’t need to as they normally manage that quite adequately themselves without my help. But then I read an item about BMW who are now entering the short term rental market because their fleet sales are down. Now for a prestige manufacturer to enter the short

term rental market it smacks of desperation as they have to give away around 30% or more discount and bonus in the cars. Whilst they are off doing that Mercedes are wiping the floor with them with C Class sales via dealerships in association with brokers who are offered special terms. It wouldn’t take much research to identify this potential opportunity. In the meantime BMW are offering cars to an accident management company who offer like with like cars to those whose cars are in being repaired following an accident. BMW sales director Sean Green has pointed out that ‘It is a conquest opportunity for us’, ‘This is an area we hadn’t looked at in the past and are now putting our toe in the water.’ Now I have my daft moments but one would assume that if your car is being repaired the person using the BMW, whilst it is being repaired, will not be placing an order as soon as it arrives out of a body repair shop. In addition the cars supplied on a like for like basis will mean that many drivers already drive a BMW. In the meantime, my brother in law who wanted to replace his BMW with another was looking at a £100 per month increase, so took an alternative car and others that want to drive a BMW are now driving Mercedes as a result of them passing on bonuses through leasing to drivers who are looking for a car NOW! That’s conquest business, not waiting for someone who drove a BMW whilst his car was being repaired to decide on a BMW for his next car in a couple of years. Is it me? By Graham Hill