BMW considering revamping models more often

[BHR4CE1]

FRANKFURT (Thomson Financial) - Bayerische Motoren Werke AG is considering revamping its models more often to keep customers from defecting to rivals in search of more up-to-date cars, Financial Times Deutschland reported, citing chief executive Norbert Reithofer.

'More freshening-up of models could make sense,' he told the newspaper on the sidelines of the IAA car show.

'We are thinking about revamping our models twice during their lifetime instead of only once as we have done until now.'

Currently, a model's average lifetime is at about 7 years.

maria.sheahan@thomson.com

It would be very superficial revamps and maybe a logistics nightmare for the "less than up-to-date" dealers we seem to have around the world. :shake:

[Gman]

Interesting...But I don't think they can pull it off.

[boxboss]

Sounds like the US automakers' way of doing things in a way. BMW has a successful, and profitable, business plan. I don't understand why they would consider changing how they do things.

Look at the new models they've introduced or are rumored to introduce: 1er, X6, maybe a new 8er. I heard talk (this month's Roundel?) of a new "Mini" sized Bimmer. They lost a load with the buyout of Rover and the Volvo deal (which only broke even last year) is off or what? :dunno: but then again, I tend to think inside the box.

[chuck92103]

They need to focus on quality and reliability first. :scared:

I think BMW does a pretty good job, but love for them to beat Lexus in some of the surveys. :sht:

[Gman]

but love for them to beat Lexus in some of the surveys. :sht:

This will take a long time before BMW gets it... They need to spend Multi-Millions in customer satisfaction and retention strategies. Oh, and revamp incentives for the US STEALERSHIPS! Then and only Then, I think BMW will ever top Lexus.

Lexus = NonDrivers (So they focus on customer support) ;-)

[BHR4CE1]

but love for them to beat Lexus in some of the surveys. :sht:


All BMW would have to do is to hire the existing service managers away from the Lexus dealerships...they've already been trained how to put the customer first...and don't you think they would all rather drive BMW's for company cars over those cookie-cutter Lexus boxes they're given???

[Richard in NC]

Cars are advancing so fast, maybe BMW has to do 5 year cycles instead of 7. Look at the Honda Accord, as good as the 04 model was, it was behind Toyota and Nissan by '07. Now they redesigned in '08. It has 270+hp, and is nearly as big as an '02 745i, 3 inches longer than a current 550i. Look at the 3 series. To stay ahead of the G35, they bumped the HP from 225 to 255 in '05 and to 300 in '07 and they're still behind the new G37 coupe in HP (but do match the 0-60).

Lexus = Toyota derivatives and Toyota have been around a long time too, making simpler cars, less sporty cars, which Toyota doesn't have to worry about too much compromises in the past. BMW have such high targets in terms of leading edge technology and maintaining its benchmarked status is many segments. Toyota/Lexus can launch a new model without much fuss. When BMW launches a new model, reviews, potential and old cutomers give BMW a hard time because we expect a lot from BMW.

[m630]

i think BMW does need to do something, but Im not sure what it is...perhaps 5 years is a better strategy...

..first off, and many of us know this as fact, BMW is dead wrong to come out with new car models and old engines. period.

this is the most annoying fact that makes me dislike them just a tad (if not more)

like with my e46, and again in my e63, two model years in to a new design, :bmw: then decides to throw new engines into the cars...and of course, it is us early adopters who make the early committments and boost up the buzz, but are always penalized...

hey, BMW, give us a new f* car design and a new f*in engine at the same damn time, its not like they are coming out with a new car and they have to worry that 2 years in they need to spice it up; after 2 years the rest of the market is usually just finding out about the hot cars and the enthusiasts are often left annoyed and agitated..

this of course leads to the problem BMW will experience with someone like me...by continually doing this 3rd model year engine refresh, Im forced to wait on the sidelines and potentially this is causing BMW to lose sales to those that are smart like me! :blah: i wont commit to the new Fxx 6er until probably the 3rd MY since I'll need to see what they do, as history has shown, they'll probably just offer another Fxx 6er in a 650 model, and then 2 years later you'll get the 660 TT V8 that we're all dreaming of :scared:

they also need to take into consideration this refresh bs...i think its stupid to do a refresh that is purly cosmetic and not necessary...as they did with the refresh of the e63, they've actually made things worse in my mind and if i had owned this baby like with my e46, id be a bit pissed since it does considerable damage to the value of the pre-face lift cars...hence one of my many reasons for long term lease vs buyout ownership...make a car, keep the design for 5 years, and then offer another car model, thats my suggestion! :eatdrink:


...this time i'm waiting, and of course in waiting my eyes tend to wander, and who knows where they'll wander and lock on to....i must say that i luv the new Maserati coupe, that is f*-in beauty in motion, sure im sure it doesnt behave like a BMW or is anywhere as reliable as a daily drive, but in my situation where im driving less than 8K a year, i may be able to live with this..still, its too early to tell, i still have about 2 years to decide on whether to get another BMW to hold me over till the 3rd model year on the next Fxx 6er, or jump ship with the possiblity of not returning for any time soon or longer...

but i agree that something needs to be done, we need to lead here not imitate and try to compete when there really isnt any competition except ourselves.... :old:

hey, BMW, give us a new f* car design and a new f*in engine at the same damn time, its not like they are coming out with a new car and they have to worry that 2 years in they need to spice it up; after 2 years the rest of the market is usually just finding out about the hot cars and the enthusiasts are often left annoyed and agitated..


Agree totally. I think BMW's business model with the refresh is to give themselves flexibility in competitive response to other car makers. If BMW took the route you suggested, which is what we want, then BMW is stuck with a car model for a longer number of years (good for us who buy early) while the competitors move on. But that's the nature of the business production cycle in the car industry. BMW wants to maximise its position in that cycle and I think the way they perceive it is to offer more refreshes, no matter how superficial and how logistically difficult it ends up for the dealers.

Of all the car makers, I think BMW's refreshes are amongst the most relatively dramatic (although superficial in nature). Refreshes in Mercedes-Benz for example, are much less toned down.