The European car is not dead: this is what BMW wants to affirm when the negative signals are multiplying. In particular, in the context of the accelerated transition to Electric, with the limit of 2035 and the planned prohibition of sales of new thermal cars, and faced with a fierce foreign competition incorporated by Tesla and Chinese brands.
“BMW is a world leader in Premium Motorized Mobility (…) with 18% sales in 100% electric. In France, we are also leaders, with a historical record last year in a crisis market,” said Vincent Salimon, managing director of the BMW France group and guest of Good Morning Business. Notably highlights the correct BMW figures on electrical and hybrid sales in France:
“We are 25% sales of 100% electric vehicles in France and 48% electrified, that is, adding hybrids.”
“The more competition, the more cars we sell”
But in the face of the arrival of many Chinese competitors in Europe, should we strengthen customs barriers? Vincent Salimon is not of this opinion:
“I am really on the side of the market opening, we see that the closure of the market is the consumer that pays, because there is less innovation, because it causes inflation with the increase in costs. We saw it with Brexit, we contain and automatically it is negative. Therefore, it really has to open the market.”
Competition that, according to him, historically stimulates European actors, instead of threatening them. “When I started in the car, 30 years ago, they told us” the attention that the Japanese are arriving, it must be put in quotas. “At that time, BMW sold 25,000 cars in France per year, 20 years ago, it was the Koreans who arrived, at that time BMW sold less than 40,000 cars per year. And now, we are told about the Chinese and last year. More competition, more competition, more competition, more competition, more competition is sold more.
The dealer network and the historical relationship with customers are still great forces for European brands against these new players:
“You must leave technology, let customer service, let the offer make the difference and see that the best will defeat and the BMW group is one of the best,” said the manager.
Do not impose electricity in Europe
The German group in particular is based on its new generation of vehicles, with the “Neue Klasse” platform and a first model that occurs in the Munich Motor Show this Friday morning. In the program, a 100% electric SUV shows 800 km of autonomy and the ability to recharge 350 km in 10 minutes. A model sold “more than 70,000 euros, but with rentals of 740 euros per month.”
“Today, 85% of our 100% electric sales are rented,” Vincent Salimon explained a little earlier, evoking the brand’s best-seller in France, X1, “to 490 euros per month without contribution, 100% electric, in rechargeable-hybrid and thermal analysis.”
One way to remember the “choice power” strategy in BMW: “Leave the choice of consumer” in the engine, while Europe has chosen 100% electric alone, since 2035 “. Consumers are pushed to buy 100% electric and all are not convinced, therefore, consumers in general do not renew their car,” explains Salimon Salimon, inviting to leave a room for alternatives or alternatives.
Source: BFM TV
