BMW seduces companies

Long absent from the corporate market, BMW took advantage of the launch, in 2004, of its 1 Series – its first compact car – to create the BMW Solutions d’Entreprises (Business Solutions) label in France. “For us, this was a matter of consolidating all arguments for including BMW in a car fleet,” states Vincent Salimon, Sales Manager of BMW France.
Ecologically speaking, BMW boasts of being able to offer top efficiency in terms of engine power and consumption as well as the level of CO2 emissions. The 1 Series 116d offers 115 horsepower, along with combined fuel consumption of 4.4 litres for every 100 kilometres and 118 grams of CO2 emissions. The new 320d Efficient Dynamics (scheduled to be released in March), with 163 horsepower, consumes 4.1 litres for 109 g of CO2 emitted. Even the current 520d with 177 horsepower, falls below the fatal threshold of 140 grams of CO2 emitted (5.1 litres and 136 g CO2), thus preserving an advantageous rate of company car tax (the French TVS). “Ecological optimisation can be carried out without any detriment to driving pleasure,” Vincent Salimon says proudly. “We have managed to maintain this strength of the make whilst adopting a positioning that is respectful of the environment.” This outstanding performance is notably thanks to the Efficient Dynamics concept available throughout the range, with the presence of Auto Start/Stop (automatic stopping of the engine when the vehicle is stationary) or the regeneration of energy used while braking to charge batteries, for example.
BMW’s second selling point: trust. “We are a reliable make, and the quality of our vehicles is recognised,” argues the Sales Manager. “Our coverage of the territory also reassures our clients who like to know that they will always find a dealership on the road, wherever they may be.” Indeed, the BMW network comprises 122 dealers at 180 sales outlets. Around one hundred of these dealerships are backed up by corporate sales advisers, trained in the specific issues facing SMEs-SMIs, whilst a corporate client unit has been set up within the Special Sales Division, at the head office. The car manufacturer also highlights the investment aspect of its vehicles. “These are cars that will not depreciate much. Despite a high selling price due to the quality of our models, we can bank on a very competitive real price.” Not to mention the motivation a BMW corporate fleet stimulates amongst employees. “Especially at this present time, the fact that a company references BMW may prove to be an important factor in motivation, and may even make a difference in recruitments.”
Finally, BMW banks on the security of its vehicles. “We have always been at the cutting edge of technology in this domain,” explains the Sales Manager. Today, these innovations include head-up displays – whereby a transparent display allows certain data to be indicated on the windscreen, including speed limits read by an embedded camera – as well as run-flat tyres – that allow cars to drive 200 km at a speed of 80 km/hour on a flat tyre. Above all, the car manufacturer offers a range of vehicles adapted to a diversified demand. “The 1 Series, notably in its 3-door version, or the X1 released last October – a perfect alternative to the minivans produced by generalist manufacturers – are aimed more at sales people and technicians,” says Vincent Salimon. “The 3 Series is more for managers, the 5 Series for high-level managers, the 7 Series for members of executive committees and other administrative boards.” This is a positioning that has allowed BMW to reverse trends. “Corporate sales was our weak point 5 years ago; today, the opposite is true. “At the end of 2008, BMW counted over 4% of the corporate market in France, compared with 2.4% of the total market. And this segment now represents 25 to 30% of our global sales.”
All the same, after five years of steady progression – between 2004 and 2008, sales in France climbed from 33,000 to 49,000 vehicles – the manufacturer’s growth is slowing down. “2009 was a year of transition for BMW due to the ageing of certain vehicles in our range, notably the 5 Series and the X3,” concedes Vincent Salimon. “Renewal will accelerate this year with a series of launches: the new 3 Series 320d Efficient Dynamics and the new 5 Series in March; the hybrid X6 model in April; the hybrid 7 Series in May; and in autumn, the new X3. So we expect to renew our growth in 2010.”