BMW considering a 2nd facelift for their cars

[EnI]

BMW considering revamping models more often to hold onto customers

09.14.07, 4:37 AM ET


FRANKFURT (Thomson Financial) - Bayerische Motoren Werke AG is considering revamping its models more often to keep customers from defecting to rivals in search of more up-to-date cars, Financial Times Deutschland reported, citing chief executive Norbert Reithofer.

'More freshening-up of models could make sense,' he told the newspaper on the sidelines of the IAA car show.

'We are thinking about revamping our models twice during their lifetime instead of only once as we have done until now.'

Currently, a model's average lifetime is at about 7 years.


Source: Forbes

 

[RikfromBelgium]

makes sense, other brands are also doing more "packages" or more substantial facelifts during the lifetime of a car.

 

[LaArtist]

good call..they can need it..

 

[martinbo]

Seems like a logical step to me...

 

[Giannis]

Volvo has done it with the current S60. Facelift for MY2005 and another minor one for MY2007 and if i recall correctly it was launched in 2002

 

[coolraoul]

Awful idea.
The Japanese did that, some carmakers do that when a model does not meet success or sells suddenly less, ....

But a good car does not need to be facelifted every 2 years. A facelift every 2 years will not be followed with the same attention than one bigger facelift, and the clients won't be happy to see their expensive car changing every 2 years.

You pay more for a BMW, don't want it to change every 2 years like a Korean car, like if it needed that to keep up-to-date.

German cars often have a longer life, 7 years instead of 6 for a lot of other cars, because they are better cars and don't need to change as often. Don't break that.

If would not like it if my brand new car became a brand old car so soon.

 

[Yperion]

Like Raoul says this sounds like a stupid idea.

 

[KokkenTor]

BMW considering revamping models more often to hold onto customers

Told you so

http://www.germancarforum.com/bmw-lounge/14641-new-facelift-strategy-bmw.html

 

[EnI]

I guess they will "legalize" what they are doing already:

one facelift will bring new engine + tech upgrade, the other one will bring the design changes.

Mind that word "revamp" does not necessary mean design changes!!!

 

[Imhotep Evil]

>



^ Seems logical.
The ///Ms need to keep more in touch with AMG.

 

[Tarek]

Only bad designs needs regular fixing IMO

 

[coolraoul]

No, don't think so EnI. BMW is always bringing on new motors, or new options.

BMW, for me, here speaks of what the client will see, mean a face-lift so bumpers, lights modifications, new wheels and colors, plus some technical upgrade.

it is not good for the clients.

But on a marketing point of view, just economical, it is good: face-lift means that there will lots of test in the magazines, more attention, people will comment the changes, see the new model, try it, maybe change their car for the new.

And that, twice instead of once in the car's life.

But it is not good for the clients, I would not like it. A good German car does not need to change too often like a Korean one. You don't pay so much to see your car oudated so soon, sorry.

Hope they won't do this. Because it may will oblige Audi and Mercedes to do so...

Audi has already a different view: only one facelift but with big big modification of the look, see the B6 to B7, all panels were new.

Mercedes on the contrqry is trying to make its cars last longer (like the old Mercedes), see the SL almost 10 years or the CoupeSport on the old base. In that case only it makes sense to do 2 facelift, one of which will be much more important than the other.

2 FL in a car should only be an emergency-way to boost the sales of a model that does not meet success or faces an unexpectedly strong competition.

Bad move BMW.

 

[klier]

I guess they will "legalize" what they are doing already:

one facelift will bring new engine + tech upgrade, the other one will bring the design changes.

Mind that word "revamp" does not necessary mean design changes!!!

Now THAT would be great. Keep the tech of the cars on top of the game all the time, but only do the facelift for the body once.....Kinda like what they are doing with the E90 I assume???

Audi has already a different view: only one facelift but with big big modification of the look, see the B6 to B7, all panels were new.

That was only one car, an exeption to the rule. And it was BADLY needed to keep the car in the single frame Audi family. No way this is going to happen with all the current Audis. The facelift for these cars will be much smaller I think.

 

[Centurion]

2 facelifts, W00t??? Are BMW suddenly insecure about their designs? What a stupid idea, the early adopters will be screwed big time. Further more, who the hell is going to pay for the R&D for those face lifts, the buyers?

 

[coolraoul]

The e90 is about to get a real facelift, so bumpers, front end, surely the rear lights, and some technical upgrade.

Is it soon? Don't know when the e90 exactly came on the market.

For the A4, I agree, the facelift for the A6 will be minor in the front, the rear will be adapted to look like an A4/A5.

And the facelift for the A8 is not groundbreaking too... But it is the second facelift. So Audi makes the facelifts when needed, and as needed. Adaptation. That is good.

 

[siko]

I'm not sure I like that idea mainly for the reasons coolraoul listed.

The only thing I wouldn't mind is some interior tweaks and maybe some additional M-packages (which would be a way to refresh a model without an overall facelift).

 

[Bartek S.]

I found great comment: "How will we get attached to models if they change constantly ? But even Porsche, who made they fortune with the never changing 911, are now getting into 3 year face lift. And it seems to work very well for them so far. That surely makes the new car buyer proud to show their latest models, and how many owner will decide to avoid maker who abuse of this practice?"

 

[EnI]

IMO there is one significant reason why more frequent facelifts: leasing.

A significant number of BMW owners lease the car, not buy it.

So, it's very easy to plan facelifts & new introductions when you know the lease statistics.

Probably they just figured it up earlier facelift would pay off - so majority of customers would be able to lease a facelifted model, and not left for eg. a rival brand with fa resh new product in the same segment.

And I guess 42-month lease (3.5 year) is not very popular & frequent, so BMW have to adopt to the most popular lease time frame --- bringing facelifted model earlier, and then again during the life cycle.

 

[Yperion]

So BMW policy is dictated by leasing procedures?

 

[EnI]

So BMW policy is dictated by leasing procedures?

Could be. Natural adaptation to a market situation. Offering "new products" or "special offers" exactly at time when people get money, or when their contracts expire. Clever.

Just like retailers always offering biggest "special offers" on day in the month when people usually get salaries & pensions. Clever!

Or eg. your internet, cable or mobile phone provider comes & offers you a great deal just in time when your contract expires. Clever.

Same case with cars: offering refreshed product when initial bunch of leases expire. Clever.

I'm sure they can afford that since most BMW cars are leased to the new owners.