The world’s largest premium automaker took a swing at its traditional practice when it presented its first modern front-wheel-drive model, but now the company claims the move secured new buyers.
BMW purists will never consider such a model, which breaks away almost completely with the company’s traditional sporty appearance. The reason is two folded – first we have the departure from the heralded rear-wheel-drive architecture and second we’re dealing with a minivan here, which is known to be anything but dynamic.
So, no wonder the company is betting on the model to attract an entirely different customer base – with BMW forecasting three out of four customers of the model to be new to the brand.
“We are expecting the Active Tourer will have a conquest rate of around 75 percent,” says Frank Niederlaender, head of product management for BMW’s lower model range. “Through Mini we have more than 10 years experience with front-wheel-drive cars,” Niederlaender added.
The brand especially targets buyers that would otherwise go for the Mercedes-Benz B Class or the Volkswagen Touran. The new minivan is expected to specifically reason with young families, while the company also predicts the premium compact segment would grow faster in the next decade than other segments.
Via Automotive News Europe
by Aurel Niculescu
) - Monday, July 21st, 2014 - filed under BMW
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