BMW's second-generation X3 has been such a big seller that the Greer assembly plant is on track to blast through production records and stretch its output way past the 240,000 vehicles set as yearly capacity after last year's $750 million expansion.
Through last Saturday, Upstate workers had assembled close to 80,000 sports activity vehicles, with more X3s rolling off the line than the larger X5. Based on the numbers, the automaker figures the plant will put together at least 260,000 vehicles and leave the 2003 record of 166,090 in its dust.
BMW CEO Norbert Reithofer said the company is taking “full advantage of our flexible production” to stretch BMW Manufacturing's capacity, but automotive analysts told GreenvilleOnline.com that BMW wasn't prepared to sell so many X3s in Europe.
John McElroy, an industry analyst, said that BMW was “really caught off-guard by this X3's popularity in Europe.” Fuel efficiency and interior changes attracted European buyers, he said.
“Without question, the new X3 is better than the old one,” he said. “They put the Lexus RX, which has been the top seller in the segment in the U.S. market, in their crosshairs with a vengeance.”
Dealers say they have been delighted with the new X3 after selling so few of them last year.
Scott Dobler, general manager of the Century BMW and Mini dealerships in Greenville, said he doesn't have enough X3s on his lot.
“If I had 10 more on the lot, I could get them sold,” he said, adding that he has orders for the inventory he anticipates receiving through July. “I can't get enough of them.”
He attributed the popularity to enthusiastic ratings and reviews, to a more stylish look than the first-generation X3, a bit more size, better fuel efficiency and an attractive price.
The production increase at the Greer plant is significant, said Kenn Sparks, BMW of North America spokesman, “A lot of that has to do with the X3.”
Max Metcalf, spokesman for BMW Manufacturing, said, “We're seeing strong demand for all our vehicles.”
Year to date, the plant's approximately 7,000 production workers have built 79,316 vehicles — 31,712 X5s, 13,935 X6s and 33,669 X3s. About 75 percent of them are exported, primarily through the Port of Charleston.
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