Quote:
Originally Posted by mkoesel
Let me introduce you to the Mercedes B Class.
http://en.m.wikipedia.org/wiki/Mercedes-Benz_B-Class
So BMW is merely trying to compete with a rival company.
But there have always been alternatives out there that are cheaper.
People are upset because the "Ulitmate Driving Machine" association they identify with is no longer as attractive as it once was due to a newly diverse product lineup. The products themselves, however, are still competent as always. Well there have been missteps, but so too has the competition. |
The Mercedes-Benz B-Klasse which was launched in late Sept. 2011 has sold over a 100,000 units, so there is demand for a premium space concept.
The segment which the Active Tourer will enter is growing , so far this year sales of this segment has seen an increase of 45% with further increases projected for 2014 the year Active Tourer launches on the market.
BMW are aiming for a launch that will symbolise the advantages of the Active Tourer, it will drive like a car , offer exceptional flexibility in a sporting dynamic look as what you expect from BMW. It will also offer a longer wheelbase Gran model allowing BMW to offer entry customers full seven seat capacity for the first time outside the X5 increasing customer appeal, for those that have large families they will understand the need for such space.
Yes the car is FWD but for some customers and more likely the majority , they will favour the cars impressive interior space because Active Tourer does offer an abundance of space and the lure of a BMW will also factor.
BMW North America will also use the advantage of the Mercedes-Benz B-Klasse by offering both vehicles to American customers. Mercedes do not sell the B-Klasse in the US.
Active Tourer Concept Outdoor actually illustrates a theory by former BMW Design Director Chris Bangle who stated quite a few years back of the progress of how people will provide greater use for the car as well as connectivity being regarded as a must-have feature. Active Tourer Outdoor also implies of further ability for flexibility and extra storage which will be available with the production car.
BMW are hoping that Active Tourer mimics the first BMW X5 launch that proved that the market is out there for a dynamic SAV and for BMW they have evaluated through clinic testing and surveys that there is demand for a BMW that lists space as a priority along with dynamics and design.
Although the car is FWD, BMW have engineered Active Tourer to be more Sportier and dynamic to drive than its boxier competitors.
And regarding Audi? They have a van based on the A3 upcoming too which again shows that there is a strong customer bank for these types of cars.
BMW is driven by product , product that must be sold in reasonable volume , product that must appeal to a range of customers , product that must grab the attention of new customers, product that introduces new technology , product that enhances desirability, product that focuses on sustainability , product that breaks boundaries and product that will bring the customer back again and again. That just does not sum up BMW but BMWM , BMWi , BMW Motorrad , MINI and Rolls-Royce.
The big picture behind the Active Tourer is that it ushers in a new modular matrix which allows the UKL and MINI to be far more profitable. The UKL cars also allow BMW to reach its imposed targets for emissions that is why there will be many of them. It also symbolises a growing trend for premium compact cars.
And that is why our competitors are focusing on the BMW product model .