Countdown Begins for New BMW X1

MULGRAVE, AUSTRALIA – November 19, 2009: The first BMW X1 won’t reach Australia for another six months yet this hasn’t stopped prospective customers from getting in early.

In a clear sign of the growing interest in the baby luxury off-roader, one thousand people have already registered with BMW to receive updates about the X1. They will be the first to receive product updates and pricing information about the new BMW.

Tom Noble, general manager of marketing at BMW Group Australia, says the interest in the X1 has so far exceeded expectations.

“BMW regularly offers customers the chance to register for information ahead of a new car’s arrival. Despite not engaging in any pre-launch marketing, over 1,000 customers have already found their way – unaided – to the X1 registration page on BMW’s website.

“That’s a lot higher than we expected at this early stage, and it’s possibly an indication that the X1 is generating a lot of interest among its chief target groups,” he says.

The youthful, versatile and efficient BMW X1 will join the very successful family of X models in April next year. Appealing to significantly younger urban customers, with an active and varied lifestyle, the X1 promises a new driving experience in the premium compact segment.

Most early customer registrations have come from Australia’s large cities like Sydney, Melbourne, Brisbane and Perth. About 60 per cent of interest has come from potential conquest customers who currently drive a mix of prestige and top-end mass market brands. Forty per cent are existing BMW customers considering their next purchase.

The X1 will join over 30,000 BMW X models already on Australian roads and is tipped to arrive with a sharp starting price. Offering superior driving dynamics compared to a typical compact vehicle, the BMW X1 is also the most fuel efficient in its competitive environment.

Depending on the model variant, drivers will benefit from powerful, economical and low-emission petrol and diesel engines, BMW’s intelligent xDrive all-wheel-drive technology, as well as a wide range of BMW EfficientDynamics features including Brake Energy Regeneration, Auto Start Stop and a gearshift point indicator.