BMW Wants A Bigger Slice Of The Amerikan Pie

Cammy Corrigan
by Cammy Corrigan

Germany and Japan have had a bit of a love hate relationship in the automobile world. VW-Suzuki (love), Daimler-Mitsubishi (hate), Volkswagen-Toyota (hate), Bertel and Tomoko (love). Now, here comes another hate relationship. Lexus is the 900lb silverback in the US car market. It’s Lexus’ biggest market and they do a lot to protect it. But now, some Bavarian yokels from Munich want a piece of that American pie (any sexist jokes will result in a ban … or at the very least, an icy glare from me).Well before Volkswagen wants to be the world’s largest auto maker by 2018, before Toyota (hate), Business Week reports that BMW wants to become the number 1 luxury carmaker in the United States by 2012. “In 2012, that would be my goal, to be number 1, because of all the new products we have coming in,” said Herr Jim O’Donnell, President of BMW North America. The products he’s referring to are the new 5 saloon (Sedan for people who speak American) and the X1 and X3 SUV’s.

Lexus fired back by saying that their sales in March rose “well over 10 percent” from last year. They also added that being the number one luxury carmaker in the United States “has never been our goal” (haven’t we been here before?). BMW branded cars sold 196,502 units in 2009, whereas Lexus sold 215,975 for the same period. Mind you, there is a third player in this game: Mercedes-Benz branded vehicles sold 190,538 units for 2009, and their sales for March 2010 rose 10 percent, according to Ernst Lieb, President of Mercedes-Benz North America. All I can say is “viel Glück.”

Lexus will defend the US market vigorously. Maybe BMW could try the “we support manufacturing jobs in the USA” aspect? BMW has a plant in South Carolina and is scouting for a location to build their new parts plant in the US. “Produziert in Amerika, y’all” as they say in South Carolina….or not.

Cammy Corrigan
Cammy Corrigan

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  • Brian E Brian E on Apr 01, 2010

    I think less nickel-and-diming on options packages would be a good start for BMW if they want to be #1 in the US. It seems like it's almost impossible to find a 3 without the Premium Package - might as well make it basic equipment and fold it into the price. If they're struggling to introduce models like the 1-series and X1 without cutting content, then they should bring over some smaller engine options and equipment levels that we currently can't get in the US. I personally would prefer a 1-series with a turbo four, good cloth seats, and a few other options (sport package, good stereo) to a 128i with vinyl seats and no other options. Maybe I'm missing something, but seems to me that BMW could sell more cars this way without hurting margins or their brand image.

    • See 4 previous
    • Audi-Inni Audi-Inni on Apr 01, 2010

      I don't think that's BrianE's point - they price the 5 series with a manual, yet they're all equipped with autos for $1,000 more - who the heck buys a manual 5-series anyway? Just equip it with an auto and price it from there and make a manual a no-cost option. They do it the way they do to make more money, which is their right, as is my right not to buy their product.

  • Stamatios Kanellakis Stamatios Kanellakis on Apr 01, 2010

    The moment any car maker mentions the word "market share", the deal is over for the hardcore enthusiasts market segment. Simply b/c what makes BMW (or any other car brand) fanatics "fanatics" is not the same with what could potentially make the rest of the population "loyal buyers". Toyota's story during the last 10 years is a good example of what will happen to Audi, BMW, and everybody else. There is no exception. You will have 1-2 models that will somehow maintain the core characteristics but they will not be affordable to 99% of the "fanatics" who helped the brand become what it now is. The rest of the lines will simply be desirable only to the average folks with limited understanding and appreciation of what really makes a "good car". Be prepared for soft gearboxes, bulkiness, safe designs, plenty of electronics, cheap leather/wood, and 4 cylinders. The cure to the disaster is one: well-maintained old models. Best to all!

  • MaintenanceCosts It's not a Benz or a Jag / it's a 5-0 with a rag /And I don't wanna brag / but I could never be stag
  • 3-On-The-Tree Son has a 2016 Mustang GT 5.0 and I have a 2009 C6 Corvette LS3 6spd. And on paper they are pretty close.
  • 3-On-The-Tree Same as the Land Cruiser, emissions. I have a 1985 FJ60 Land Cruiser and it’s a beast off-roading.
  • CanadaCraig I would like for this anniversary special to be a bare-bones Plain-Jane model offered in Dynasty Green and Vintage Burgundy.
  • ToolGuy Ford is good at drifting all right... 😉
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