BMW’s U.S. Chief rules out a fourth brand

[PanterroR]

Since the release of its official strategy back in September, media sources around the world have been speculating that BMW was looking at either launching its own new brand or acquiring one to help expansion. BMW already has a foothold in the luxury and ultra-luxury segments with its BMW and Rolls-Royce brands, respectively, plus it has the Mini small car brand as well, and latest reports claim a fourth brand is being sought after for a range of new budget models.

BMW’s U.S. Chief Tom Purves has put an end to such claims, reconfirming earlier statements from CEO Norbert Reithofer that no existing brand fits the criteria BMW seeks in a partner at present. It was previously thought BMW was interested in acquiring Volvo or possibly even the Triumph brand.

Speaking with Automotive News Europe at this week’s Los Angeles Auto Show, Purves said BMW would instead drive growth, especially in the U.S., with new SUV and diesel models. The overall goal is to sell up to 400,000 cars in the U.S. alone, however, Purves wasn’t willing to give a deadline.


Source: Motor Authority » BMW's U.S. Chief rules out a fourth brand

 

[Merc1]

Wow, 400K a year in the U.S. That must mean BMW is going to enter a many new segments and/or introduce new models in addition to the current lineup. I'm sure they can do it, especially with Mini. The growth factor there is huge.

M