Beyond the official statistics, Alexander Wehr, the CEO of BMW Belux, pulls out an even more magical figure from his sleeve: car deliveries from the Bavarian manufacturer should reach 60,000 for the whole of 2024. Never seen before. In addition, the X1 should logically be the best-selling car in 2024, enough to allow the Bavarian manufacturer to accumulate crowns.
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Enough to justify the broad smile displayed by Alexander Wehr while the European automobile industry is rather in crisis: drop in sales, restructuring plans and factory closures have become daily life in the sector against a backdrop of uncertainty over electrification. “At BMW, we invest and we recruit”he says.
Of course, BMW has some serious assets in its game.”To have such momentum, you need a complete fleet.”. Above all, it is a premium brand with a good range of electric vehicles. Now, what has worked in Belgium since the start of the year? Premium – 35% of total sales – and electric cars – + 43% in the premium segment, thanks to fleets of course.
gullIn Belgium and Luxembourg, the professional market is the driving force behind electrification.”
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In the premium segment, BMW (registrations up 3.06%) is firmly anchored in the lead ahead of Audi (-6.53%) and Mercedes (-10.01%). In terms of electric car sales, BMW is ahead of Tesla and followed by Volvo. “In Belgium and Luxembourg, the professional market is the driving force behind electrification“, he notes.
It is even more so at BMW. In September, sales of electric cars jumped to 62% of the total, compared to 11% for hybrid vehicles. The calculations are quickly made: electrified cars represent almost 75% of the Bavarian manufacturer’s sales in Belgium, thermal vehicles being limited to an increasingly small portion.
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Alexander Wehr also explains this good performance of the electrical offer by an interesting pricing approach. “Our electrical products are very accessible”he assures. “We are interested in all customer segments. The Auto Show will be a great opportunity to discuss with our customers“. Above all, the price is the price. BMW therefore avoids upward and downward movements, implied like others. “Price consistency is very important to maintain trade-in value“. And the appeal of the brand.
If the wind is blowing in the sails of the BMW brand, Mini has on the other hand reduced the sails this year, at least in the figures. Registrations are down almost 30% compared to the same period last year.
“For the brand’s 65th anniversary, we have begun its rebirth.” explains Gabriel Goffoy, General Manager of the other BMW Group brand. Renaissance is the launch of new models. “Stopping one production and relaunching another doesn’t happen overnight.” Hence a dip in the availability of cars, which explains why 2024 should be considered a year of transition.
The arrival of electric models (Countryman, Aceman, JCV) in any case allows Mini to actively approach fleets. “There are no small vehicles at BMW. So we are very complementary.” Sales of electric cars are also “almost 100% for businesses”.
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The individual must in any case expect a small revolution: the price is no longer negotiable. “It’s been the same price for everyone since the beginning of October. Customers are very satisfied with the sales model“The dealers too, says Gabriel Goffoy. “We worked for two years on the file in partnership with our dealers“. The principle, as at Stellantis, is that the customer buys directly from the brand. At Stellantis, this rather grinds teeth in the network.
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