BMW Group is launching a new premium compact SUV as it looks to attract more buyers in the people mover class.
The BMW 2 Series Active Tourer will arrive at the end of the year in Australia and New Zealand.
“The 2 Series Active Tourer opens up an entirely new automotive segment for BMW Group – and it also introduces new technology to the BMW line-up,” BMW general manager corporate communications, Lenore Fletcher, told Autotalk.
“For the first time, BMW presents a vehicle with an all-new front wheel drive platform, and with an all-new three cylinder engine. We also believe it displays the characteristically engaging BMW driving dynamics,” Fletcher says.
Does BMW have any specific dealership expansion plans in Australia and New Zealand, for example the new ‘showroom within a showroom’ approach that is beginning to emerge in order to attract buyers to premium brands in Australia?
When asked if BMW would consider dealership innovations and expansions at showrooms in advance of the launch, Fletcher notes that BMW has an excellent dealer network within the Australian market. “We do make alterations to this network from time to time, but essentially we are very happy with our current business model and the dealers within the group,” she adds.
The Active Tourer will be launched in the European market on September 27. The main markets for the 2 Series Active Tourer will be Europe and China. Europe is likely to account for some 40% of sales and China around 15%.
With its MINI brand and the BMW 1 and 2 Series, the BMW Group is already well represented in the small and compact car segment. By expanding its product range, BMW is looking to attract new customer groups to the virtues of the BMW brand. Around 70% of the first-generation BMW 1 Series cars sold went to customers new to the brand.
The BMW Group has developed two architectures: one for future four-wheel and rear-wheel drive models and one cross-brand front- and four-wheel drive architecture, on which the Active Tourer is based.
This front-wheel architecture is also the basis for ensuring profitable growth in the premium small and compact car segment. “The standardisation of development and production processes, based on the concept of cross-model/brand architectures and engine modules, enables us to achieve considerable economies of scale within the group,” says Harald Krüger, board member of BMW responsible for production.
The standardised modular engine enables the BMW Group to manufacture 3-, 4- and 6-cylinder petrol- and diesel-powered engines of varying capacities on one single assembly line. The high percentage of identical parts means the group can greatly reduce costs, both in development and in production.
According to BMW, in the future, the premium segment is likely to grow more quickly than the basis segment. The BMW Group expects to see increasing demand and an average annual growth of more than 4.5% (2013 – 2020) worldwide. The premium small and compact car segment is also likely to benefit from this growth.
It is expected the Series 2 Active Tourer will be priced at approximately $45,000 when it is launched in Australia late in 2014.
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