When YOU See Car Ads Like THIS Does It RUIN The 'Premium' Vibe Of An Automaker?

Today, I received a picture of a local advertisement that caught Agent 001's eye. And it shouldn't be much of a surprise.

A SoCal dealer is pushing some interesting deals on some leftover 2018 model year BMWs as well as some service loaners.

That would include a 2019 BMW X3 going for $359/mo for 36 months, a 2019 BMW 740i going for $599/mo for 24 months and $17,000 off not one, but five, 2018 BMW M4 convertibles. There's caveats for each of them, really. That particular X3 is an ex-service loaner from the dealer, the M4 convertible is the least desirable variant and the refreshed, 2020 BMW 7-Series is in showrooms.

To me, there's a certain whiff of desperation in the air with this ad. Good for buyers, provided they're dialed into the caveats.

But, from a brand perspective, I've got to ask: Does THIS type of advertising of these deals, which used to be done in quiet, RUIN the 'premium' status of an automaker?

PUGPROUD - 7/3/2019 5:47:12 AM

+3 Boost

Premium brands have gone mass, attainable by many on cheap leases and have weakened the brands high end image and margins. They have gone from aspirational to attainable as companies chase the required quarter to quarter gains to support their stock price and try to keep investors happy.

MDarringer - 7/3/2019 8:22:26 AM

+2 Boost

Pure snobby elitism: "...To me, there's a certain whiff of desperation in the air with this ad...."

It's also narcissistic because the implication is that if I show up with a new BMW people might know I didn't pay full price, so I'm not a big baller who makes it rain money.

CANADIANCOMMENTS - 7/3/2019 12:39:30 PM

+1 Boost

This is more the American example of selling luxury cars. You can visit both the US and CDN BMW websites and see the difference. The US site is promoting summer deals and has a trade-in calculator on the front page. The CDN site does neither of these things. It is all in how you see the market and what to appeal to buyers.

mre30 - 7/4/2019 10:00:51 AM

+1 Boost

It says something about BMW that is it is only June and they are trying to blow out inventory.

I was not surprised at the $399/month lease on the 530e. All of a sudden, the NYC area has been flooded by these - all driven by 70 year olds who look like their last car as a Lexus ES350. This 'giveaway' lease explains it all. In the NY area, 530e qualifies for a HOV lane sticker so not a bad option.

Since their EV and EV plug-in program is clearly not working, how long before BMW throws in the towel in USA on that front? Perhaps they are selling more EV/Plug-in's in China and Europe?

cidflekken - 7/5/2019 1:00:31 AM

+1 Boost

Wow you can lease an s-drive X3 for just 100 more a month than a Honda CRV. No wonder they’re flying off the lots and I see them everywhere where AWD isn’t needed.

bw5011 - 7/5/2019 10:47:54 AM

+1 Boost

If this was Audi, it would be 20 more comments on how the brand is dead or dying or cash on the hood, etc, etc, etc.
When I see ads like this I always think about them either trying to unload something that has been on the lot a while or a bottom of the line or a 1 of. Since they have a vin listed, it is probably only 1 car, but get people fooled to show up.