10-11-2020, 11:04 AM | #1 |
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Will there be any US Marketing program for the CS?
This is one thing that has been pretty baffling to me overall with the CS - no advertising, no magazine reviews, no real training or dealer point of sale items, no configurator, nothing. Do we think there will be any magazine review cars eventually, or is this the silent car release in the US? The only thing they did was the initial website splash and one bit of car show stuff back in November last year, and then radio silence.
Thoughts?
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10-11-2020, 11:46 AM | #2 | |
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10-11-2020, 11:50 AM | #3 | |
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I think the big thing that is interesting about the lack of marketing is just how many of my BMW and car enthusiast friends have NO idea the car exists at all, and when they find out about it get excited. Things like it finishing 3rd in the Top Gear speed week will certainly help it's "mystique" in the long term.
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10-11-2020, 12:03 PM | #4 | |
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10-11-2020, 12:16 PM | #5 |
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IMO this will ultimately help the status of the CS when allot of people figure out how very good it is and where it stands in BMW line up now and in the future.
Its one year production in relatively "low" numbers, lack of advertising, not being on configurator etc. Best play would be wait and pick one up for discount but for me have been thinking about getting back in/adding BMW to current garage line up and this checks allot of boxes for now and possibly future so will purchase new. |
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10-11-2020, 12:28 PM | #6 | |
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10-11-2020, 12:42 PM | #7 |
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All depends what it is worth to you etc. Some people are paying 5K markup, a few cases even more. Everyone else outside of military right now are at MSRP. If you go into the M2C lease thread etc you'll see that the discounts have faded on those and it's less than 10% now (I think they were saying 5-8%). So I wouldn't expect the CS to see discount beyond that for the cars that remain. My dealer sat on their heritage for months, and weren't willing to go to 10% from what I know of what was happening there. So basically, those of us at MSRP are at worst "out" 8k when the cars depreciate, which is the same as optioning in the CCB's. So don't option those in, and the differential one year out is probably not that large.
My personal view on the situation - I want the car, I love what it is, and the difference in price between MSRP and some theoretical "optimal" discount that may or may not materialize is pretty trivial to the total cost of ownership. I had/have no interest in spending time or effort trying to save money on the purchase of this car. The fact that the price was effectively no haggle, sign and drive, was in fact a huge bonus in the purchase experience.
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10-11-2020, 01:18 PM | #9 |
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If you really want to save money, then be genuinely patient, wait 1-3 years for these to pop on the used market and grab one as they come up. Odds are it'll be less than MSRP. All the same argument - buy now pay MSRP. Buy in a few months, maybe pay 5% less. Buy in 1-3 years, pay some amount even less. Wait 5 years pay less. Wait 30 years, pay 200% more, wait that didn't work .
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10-11-2020, 01:48 PM | #10 |
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Odd are better you'll have no idea how it was broken in and treated over the first couple years of life. I am OK buying used cars in the some situations, but not for something I plan to keep long term that has this level of abusability, for lack of a better word.
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10-11-2020, 01:51 PM | #11 | |
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I was trying to illustrate the slippery slope of the argument. If you have the time and patience... every year is probably saving you money. But you are bringing up a good point about a different tradeoff of condition coming in to play potentially that is harder to weed back out.
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10-11-2020, 02:59 PM | #12 | |
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10-11-2020, 05:18 PM | #13 | |
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10-11-2020, 08:50 PM | #18 | |
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I work with marketers on luxury product, and I use to work with a senior marketing manager from BMW USA that came to our company... I can tell you BMW doesn't think that deeply in that respect
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10-12-2020, 04:37 AM | #19 | |
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'Marketing 101' to get customers the feeling that (s)he's special, almost feel privileged / honoured to 'manage' to buy a commodity. Cf. the pick-up line: "You're no star - You're a universe !". Back in 2015, Porsche US (PCNA) offered a right of first refusal to all those on the Porsche 918 Spyder VIP 'early access' program, allowing these privilege customers to secure a Cayman GT4 allocation ($84,600) ahead of the normal 'line' ("It is my pleasure to offer you, per your 918 Spyder VIP privileges, the opportunity to be among the first to acquire the new Cayman GT4."). PCNA offered them one week to decide and allocated the remaining US-allocated expected production to US dealers (source: here). Porsche Cars North America - 2015:
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10-12-2020, 06:37 AM | #20 |
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Oh yeah, there are companies that do. It's an art form. I was just saying that from my conversations with him it certainly didn't sound like BMW did.
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10-12-2020, 08:23 AM | #21 |
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As part of the 918 VIP program, 918 owners had first shot at all of the special cars (e.g., 911R), the GT4 being the least significant. This was one incentive PAG used to get pcar enthusiasts to buy a 918. 918 sales were slow-going at first, but we all know what happened to that market not long after they dried up. There are many Porsche enthusiasts who regret not buying one (it's been discussed on Rennlist ad nauseam) not only because 918 values sky-rocketed, but because of the many fruits produced by this right of first refusal privilege.
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10-12-2020, 08:34 AM | #22 |
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That's the best part! Father always said if the salesman isn't cursing your name when you drive away you left money on the table.
I genuinely love getting the best deal I can on a car. The hunt is a big facet of the car buying experience for me. Everyone is different though, understanding what makes your experience a good one is all that really matters. |
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