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Industry: Email Alert RSS FeedLetter to the Editor: BMWs should not be too cheap.(Letters)(Letter to the Editor)
Automotive News Europe, November, 2004
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To the Editor:
With its new 1 series, BMW enters a sector where most purchases are cost-driven. But the quality of the product and the strength of the BMW brand allows substantial premium pricing, essentially taking it out of the volume market.
The real risk to the BMW brand is not the 1 series, but the huge number of 3 series models now on the road and the inevitable impact on resale values.
This isn't helped by BMW's desire to boost sales during the model run-out by making affordable models indistinguishable from more powerful and exclusive models.
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So far a strong, ...
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