BMW 1 Series Consumer Pre-launch Survey

[brianpasch]

I surveyed over 650 consumers that had signed up for BMW 1 Series information on my blogs over the past 12 month to ask them a few questions prior to the launch of the BMW 1 Series this month. The results have been compiled in a 29 page report, and here are some of the highlights:

1. Over 40% of the consumers who were once interested in the 128i or 135i are now off the market and considering other vehicles.

2. Since BMW priced the 1 Series so close to the 3 Series, it has forced consumers to hold off pre-orders until they can see and drive the car. Many may end up buying a 3-Series model instead of a 1-Series car. Only 12% of potential buyers pre-ordered a car.

3. The pricing strategy has angered many initial BMW 1-Series customers and consumers which consider the car overpriced. Pricing has driven many away from buying.

4. The 3-Series may actually be a “down sell” for BMW dealers as consumers find better value and lower lease payments on a comparable 3-Series car. BMW 3 Series sales may actually get a bump from the 1 Series launch. Over 35% of potential buyers said that if the 1 Series Coupe lease was more expensive than a comparable 3-Series, they will buy the 3 Series.

5. The clear consumer favorite is the BMW 135i which may make it harder for dealers to sell the 128i models with internal competition from the 3 Series models and outside competing models. Consumer indications show the 135i Coupe to be a 3:1 favorite over the 128i Coupe.

6. Competition from Audi A3 and A4 as well as the Infiniti G37 will give price sensitive shoppers a compelling purchasing alternative to what is perceived as an overpriced 1 Series initial pricing model. Audi was the #1 consumer choice of consumers to buy if they did not buy a BMW 1 Series. Infiniti was second on the list of alternatives.

The full 29 page report is free on my website: www.seonj.com

[theslik1]

:iono:

[gocal73]

Possible good news for 128i buyers. Maybe dealers will start dealing on the 128i.

[hellrotm]

Originally Posted by brianpasch

6. Competition from Audi A3 and A4 as well as the Infiniti G37 will give price sensitive shoppers a compelling purchasing alternative to what is perceived as an overpriced 1 Series initial pricing model. Audi was the #1 consumer choice of consumers to buy if they did not buy a BMW 1 Series. Infiniti was second on the list of alternatives.

The full 29 page report is free on my website: www.seonj.com

??????????

Audi A3 3.2 - msrp $34,915

135i - msrp $34,900

Who in their right mind is going to pick the A3?

The A3 is the one that is overpriced, when you consider the 135i absolutely smokes the A3 3.2.

.

[icedragon]

Originally Posted by brianpasch

5. The clear consumer favorite is the BMW 135i which may make it harder for dealers to sell the 128i models with internal competition from the 3 Series models and outside competing models. Consumer indications show the 135i Coupe to be a 3:1 favorite over the 128i Coupe.

Interesting survey. I think most points can be generalized to the greater BMW-buying public, except for point 5. Since you surveyed people from blogs, the majority of people who access car blogs are enthusiasts and they are more likely to opt for the 135i. However, the greater BMW-buying public will probably opt for the 128i. Otherwise, great survey.

[TrojanBMW]

Originally Posted by theslik1

:iono:

+1

[brianpasch]

The feedback on the consumers who took the survey, selected Audi as their top alternative manufacturer. They added many notes and comments but basically the A3 and A4 were the models they said that they were looking at.

Here are the Top 5 manufacturers of question #9


9. What is the top car you considering to purchase OTHER THAN a 128i or 135i car? In the comments box, place the model number of the car you consider a buying.

382 Responses:

22.8% Audi
12.3% Infiniti
11.3% Mercedes
8.9% Lexus

7.3% Porsche

[vivid]

thats really interesting thanks for posting it

[hellrotm]

Why don't people bitch and moan about the A3 being overpriced?

A3 3.2 base price is more than the 135i.

A lot of these moaners, are people who thought they were buying their first BMW for cheap, nope sorry.

[brianpasch]

I think you are correct, many thought the 1-Series would be alot lower in price..maybe even cheap...

Maybe it's the number "1"...if were a 2 Series maybe they would not have expected such a gap? :smile:

[Robert]

Thanks. I have some ammo on the bargaining table now.

[SlideAddict]

Does your survey have questions about the need to be able to option the car better. Such as cloth seats,NO sunroof,Le Mans blue and other color options available to other markets,anthracite headliner, etc.? I really want to order one , but I want to be able to option it the way I feel not get options that I don't even want. Hell I would pay more for some of the lesser quality options.

[Twisted]

Well in my opinion (where i live anyways) and i've mentioned this before is that the value of a 1er coupe stocked out (125i) is almost the same price as a 325i coupe and bearing in mind that the 3er coupe doesn't have such a high depreciation and a lot more options standard i'd probably lean towards the 3er coupe but that's just my opinion...

[imported_Dodgy]

Not sure how the prices work in US but.....

In Australia (comparing coupe to coupe)

135 $72000
335 $108000

That's a 30k difference. The 3er is 50% more expensive than the 1er. Given we have the family truck (Merc ML), and this is my car, 90% of time just me, the choice is a complete and utter no brainer. (I still don't understand how 35k USD translates to 72K AUD (at 1:0.8 or 0.9), but that's the free market economy for you).

It would seem that BM has aggressively priced the 3 series in the US to gain market share, and that's going to step on the 1er's toes a bit.

I'd have to say that the Infiniti does absolutely nothing for me, not to mention it's just a tarted up Nissan (simplistic I know). The Audi's are nice, but they are just completely different types of cars.

Maybe BMW NA recognises the limited market the 1er appeals to, especially in the US with such wide choices, and hence the reduction in import numbers.

[WAY]

In Australia, the 1 series is actually a bit of a bargain!

[imported_Dodgy]

Originally Posted by WAY

In Australia, the 1 series is actually a bit of a bargain!

Or the 3's are daylight robbery!

[Call]

I'm buying the 1er because I want it...plain and simple. No other underlying motivation...and I've already had the 335i Coupe.

Call

[brianpasch]

Originally Posted by SlideAddict

Does your survey have questions about the need to be able to option the car better. Such as cloth seats,NO sunroof,Le Mans blue and other color options available to other markets,anthracite headliner, etc.? I really want to order one , but I want to be able to option it the way I feel not get options that I don't even want. Hell I would pay more for some of the lesser quality options.

The survey has over 400 free form comments included, that are directed to BMW on various topics, which includes comments about additional options.

It is interesting reading and it shows that passionate range of opinions on this line. I did not have a multiple choice questions on options to tabulate a response like "Most requested improvement".

[ersatzS2]

As I have expressed a number of times, I think most people are misinterpreting BMW's product strategy with the 1er. The common assumption is that they are launching a low priced entry level bimmer as a way of attracting newcomers/young people to the brand. I believe this is an incorrect impression. BMW and Mercedes (and to some extent Porsche) have tried this before (318, C coupe, 914) and each time have retreated from the strategy. A core premise of competitive strategy in business is that you can compete on price, quality, or significant differentiation, with some combination of two, but almost never all three. Historically, entry level models have diluted the value of brand equity of premium automakers and they abandon the strategy once that becomes apparent.

I think what BMW is doing with the 1 is trying to finesse a re-positioning/re-inforcing of their brand because it has slipped in recent years too far in the direction of a prestige/aspirational/trophy purchase at the expense of their enthusiast base and engineering/motorsports credentials.
In short, Bmw never wanted the 1ers to be significantly cheaper, they wanted them to be DIFFERENT, in substantive ways that restored and reinforced the idea that bimmers are drivers' cars built for true enthusiasts, not vanity purchases by sales reps that got big bonuses and want to show off to their peers.

Now, they are clearly not ignoring the goals of luring newcomers/young buyers to the brand, hence the 128/135 dual product tactic. But read the reviews. The first thing every reviewer says is "If you think lower price means bmw has skimped on features, think again" The reality is that bmw ADDED new features like the fancy brakes, deep cycle charging system, signature wheels etc.

So while this poll was interesting, all I think it proves is that potential audi/vw buyers who thought this was going to be a bargain bimmer were disappointed. I doubt BMW cares: those were not their target customers!

[GatoGrande]

ersatzS2 - Nice conclusion... I did give a moments thought to the 335i as I have pretty much fully optioned the 135i and am within just 5K of a similar optioned 335i. But my final conclusion is that I want something different and that is what the 135i is. I also want to have something I consider to be truer to BMW's original intentions - a Drivers Car. To that end, I went with the manual stick transmission. I have read some reviews that say the throw of the stick is a bit too long... others say its just right. I will figure out whether I need a shorter throw or not... but I think this speaks to really getting back to the driving experience. I am looking forward to the 16th or 17th as this may be when I get my 1er.

Thanks for the poll and the ensuing discussion - for us sticking to the 1er I am sure we will be more than just satisfied but truly enthused!

[128er]

135i Coupe to be a 3:1 favorite over the 128i Coupe.

^^Great news 4 me!!

[brianpasch]

Originally Posted by ersatzS2

As I have expressed a number of times, I think most people are misinterpreting BMW's product strategy with the 1er. The common assumption is that they are launching a low priced entry level bimmer as a way of attracting newcomers/young people to the brand. I believe this is an incorrect impression. BMW and Mercedes (and to some extent Porsche) have tried this before (318, C coupe, 914) and each time have retreated from the strategy. A core premise of competitive strategy in business is that you can compete on price, quality, or significant differentiation, with some combination of two, but almost never all three. Historically, entry level models have diluted the value of brand equity of premium automakers and they abandon the strategy once that becomes apparent.

I think you make a great point in that BMW wants to appeal to a specific "enthusiast" group of consumers. If that is the case, I think the survey data points to the fact that BMW did a poor job of communcating that message to existing BMW customers and potential BMW 1 Series buyers.

If their marketing direction was clear, then I think the consumer response would have been different.