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Originally Posted by Zen2001 Completely fail to understand the logic behind this especially during such an economic situation. Agreed that BMW's clientele might not have be so negatively affected during the past year, but indirectly some effects are going to remain. Also, many new aspiring (young & not so young) upper middle class, who would have been thinking of buying will only be more discouraged. Now was the time, especially for big profit brands to absorb their yearly "inflation" and instead offer substantial discounts to maintain their sales, if not increase them. |
Completely agree with you on this!
Last I checked the X1 diesel pricing in April, here in Kolkata and the OTR was crossing the 49L mark along with the Basic BSI and BRI packs!

Seriously atrocious pricing for a car like the X1, that should have been around the 35L Ex-showroom mark in the very first place!
Also, I was hardly offered any discounts and the reason was the low supply from BMW and on the other hand, quite a strong demand. (For X1 Diesel, at least).
The pandemic has seriously affected the supplies of these cars and as a result, the demand even after being the same as before, is more than what BMW can produce.
Also, I was offered a factory fresh piece with waiting of 20 days. Apparently, the BMW Dealers are not stocking up their stockyards at this moment. Hence, low or no discounts at all and only new factory-fresh pieces available.
I believe the dealers are doing this to preserve cash and reduce old stock liability during this uncertain and dynamic pandemic time when the demands of such luxury vehicles have only decreased and the luxury car market has been badly hit.
The dealers are now concentrating more on the Dealer Margin Profits than the volume and numbers from sales. Instead of selling 10 cars with an avg discount of 5L, they are selling maybe 4 cars a month now, but at full price with or without minimal discounts, keeping their Dealer Margin profits intact.
The reason again being the fall in demands and for the dealers, even selling 10 cars a month now has become difficult. That is why low or no discounts as the dealers don't want to bleed now, at any cost.
As far as I know, these cars usually sell with discounts of 10L minimum, on average, in the peak seasons such as Nov/Dec or Jan/March...
Coming to the other part now, there is a supply shortage of the CKD parts right from Germany (due to lockdown and restrictions in Germany), as a result, the input costs are rising and BMW is increasing the ex-showroom and transferring the complete hit to the customers

.
But again, in no way, this justifies the crazy price increment. 20/30K for models like the X1 would have been fine, but ₹1,10,000!! Not at all!
What I believe is that BMW is also, in turn, creating a special provision for giving out discounts at the peak seasons by increasing the prices now. If ex-showroom was 38L and discount was 10L and now if ex-showroom is 40L and the discount is 12L, it is practically the same thing and BMW would be offering the same *net* discount and the dealer margin would also be the same but we customers would have to bear the hit and we would end up thinking that the discounts have only increased!
This is what BMW and the other german brands are doing and will be doing this year. They are simply creating provisions for discounts by effectively increasing the prices now. In simple words, fooling us, the customers.
BMW and the dealers very well know that a X1 is a highly popular and overpriced car. No one will be interested to offer more than 33/35L ex-showroom for such cars and hence, the 10L discounts on average.
"Sale volumes would be anyway low, no matter what, so why bleed when we can fool the customers!!"-- BMW India and the Dealers, right now.
They will slowly yet steadily keep on increasing the prices and at the year-end, during the peak season, they will simply offer the "already created" provision for discount from our own money and would fool us pretty swiftly.
It will be a Win-Win situation. BMW won't lose out on money, Dealers will have their net margins intact and the customer would take the actual hit and still think about the extra 2L discount he was offered by the dealer in a hush-hush, last-minute meeting during the negotiations.
WOW BMW!
It is upon us now to be very rigid this year and to take out the max discounts as much as possible. When we are spending our hard-earned money on these highly overpriced cars, we have to be one step ahead of them, always!