Technology Slice

New BMW X1

New BMW X1 – On-sale from April 10, the smallest member of BMW’s X family is the founder of what has been dubbed the compact premium SUV segment.

But given the competition between luxury brands, its monopoly won’t last beyond 2011. That’s when competitors from Audi (Q3), Land Rover (LRX) and BMW’s own subsidiary Mini (Countryman) are confirmed to arrive.

Others, including Volvo and Porsche, are said to be considering entry into the segment as well.

BMW Australia marketing boss Tom Noble told drive at this week’s X1 Australian media launch that being first is a crucial step in sales success: “It’s important to us as a company and a brand that people continue to think of us as coming up with new stuff.

“I think you establish and own it and you almost turn it into your own segment,” he continued. “The competitor cars will be the other brands’ X1. I think that’s important for us to establish ownership of the concept, because people will always then go to us first and we are on the shopping list.”

Tags: Audi Q3, Bmw, Bmw Australia, Bmw X1, Boss, Competitor, Land Rover, Launch, Lrx, Luxury Brands, Mini Countryman, monopoly, New Bmw, New Stuff, Porsche, Sales Success, Segment, Shopping List, Subsidiary, Volvo
Posted in Cars