Bold Move to Broaden 1 Series Rewards BMW

MULGRAVE, AUSTRALIA – September 22, 2009: The move to broaden its 1 Series line up last year, with the introduction of the eagerly awaited Coupé and Convertible models, has paid off for German luxury marque BMW.

Over 3,000 customers (3,001 to be exact) took delivery of one of the two new sporty BMWs, since they arrived in May last year. The majority were first time BMW buyers and three quarters purchased a car in the premium category for the first time.

Proving to be particularly popular, the 1 Series Convertible accounted for more than half of sales and was the stand-out choice in its segment. So far, 1,615 customers have opted for the rear-wheel drive BMW convertible, favouring it over its closest rival by more than two-to-one.

Approximately half of 1 Series Convertible buyers opted for a six-cylinder engine, with the entry-level four-cylinder 120i, priced from $52,900, accounting individually for the most sales by model.

The BMW 1 Series Coupé found 1,386 fans in Australia. Sixty per cent of buyers selected the top-of-the-line 135i Coupé, powered by the internationally lauded, twin turbo, in-line six cylinder engine.

Nearly one-in-four sports cars sold in Australia below $80,000 is now a BMW thanks to the overwhelming market success of the BMW 1 Series Coupé and Convertible.

Of particular note, both models have been a ‘conquest’ success story for BMW. Seventy per cent of Convertible buyers were new to BMW, whilst 60 per cent of Coupé buyers were first time BMW customers.

Highlighting the broad appeal of both models, three quarters of these ‘conquest’ customers were stepping up from mass market brands.

BMW Group Australia managing director, Stavros Yallouridis, says the company will not rest on its laurels, despite its success with the 1 Series Coupé and Convertible models.

“Both cars have been very well received, with buyers telling us they enjoy the very typical BMW driving dynamics afforded by rear-wheel drive.

“The convertible has proven to be a firm favourite in its segment and its pricing has certainly put a BMW convertible on many new car shopping lists.

“To this day, the coupé still has no direct rivals. It’s the only car in its segment to feature rear-wheel drive, near-perfect weight distribution and intelligent driver aids, resulting in an unrivalled driving experience.

“From November we will add two exciting new engines to the portfolio which will further demonstrate BMW’s EfficientDynamics strategy and our commitment to greater fuel efficiency without sacrificing driving dynamics,” he said.