BMW prepares for a record 2008

BMW achieved a record 17,200 sales in Australia during 2007. Indeed, the company says it might have cracked the 18,000 barrier if world demand for the latest X5 hadn't generated a local waiting list extending several months into 2008.

In this context, BMW's target of 18,000 sales for 2008 seems soft, with three new models coming and higher X5 stock levels on hand.

Last week, at the launch of several 3 Series upgrades, BMW detailed model plans for 2008 and provided some context for the individual life cycle status of each model.

According to BMW's Toni Andreevski, BMW models typically have a 14-year lifespan with a major evolutionary appearance change at the halfway point. Andreevski says that all the current models -- except for the new X5 launched locally in 2007 -- are still within the first half of their life cycles.

The styling relationship between the first X5 and the evolutionary looks of the current model provide concrete evidence of BMW's model life strategy. This effectively illustrates that if buyers are expecting a radical new look to replace the current Chris Bangle-inspired styling of the current range, it won't happen before the evolutionary updates of each model are released and run their seven-year course.

So, exactly where do BMW's current models sit in their respective life cycles and what can we expect from the Bavarian brand Down Under in the medium term?

1 Series: Following the 2007 upgrades, the 1 Series has just passed the half way point in the first seven years of its 14-year model evolution. For 2008, BMW will add a 1 Series coupe in 125i and 135i spec in May and a convertible version of both in June along with other running changes. BMW anticipates that both models will add a further 400 sales each per year.

3 Series: Following the 2008 running changes and range additions just announced last week, the current 3 Series is almost at the half-way point in the first seven years of its 14-year model evolution. The M3 convertible is expected by July 2008, at which point the new 7-speed Dual Clutch Transmission (DCT) will be offered on both the existing M3 coupe and new convertible (see separate story here). The M3 sedan, already launched elsewhere, is under evaluation and not yet signed-off for Australia. Andreevski says it cannot appear until January 2009 at the earliest.

5 Series: Now past the mid-point of its first seven years in its 14 year evolution following its June 2007 freshen-up, the current 5 Series will be subject to ongoing running changes and model upgrades. The 520d, with BMW's latest common rail four-cylinder diesel announced at the close of 2007 (more here) is the most recent addition. [Ed: Interestingly, overseas speculation that an all-new 5, featuring Concept CS-like lines flies in the face of BMW's 7 x 2 life cycle strategy.]

6 Series: Just reached its half-way point in its first seven years with major running changes in December 2007 (here), on sale in January 2008. It will continue to benefit from technology upgrades of other models as running changes.

7 Series: Well past its half-way point in its life cycle, the 7 Series is due to be replaced at the close of 2009.

Z4: Due for its midlife update, BMW's sporty Z4 will be replaced by a new model late in 2009 [Ed: with speculation that the new model will be a folding hardtop -- more here]. For 2008, it will receive a freshen-up, mainly to address the plain interior. To be announced at the end of January 2008, these will include two BMW Individual cabin and paint packages at no extra cost called Edition Sport and Edition Exclusive.

X5: The new model released in 2007 was the start of the second seven-year evolutionary phase in the X5's 14-year model cycle. Additional models such as a new twin-turbo diesel will appear in February 2008 (more here) and running changes will continue, including the addition of an M Sport body option -- and perhaps even a full M version -- in 2009.

X6: This new model due in August 2008 is projected to add up to 400 sales per year locally. It will appear first as a twin-turbo six-cylinder diesel and twin-turbo six-cylinder petrol. It will be followed by a wild twin-turbo V8 petrol in January 2009. [Ed: The X6 is also tipped to be the first BMW production car to feature the maker's dual-mode hybrid technology. This technology is currently in development in conjunction with Daimler, General Motors and Chrysler, and will also debut in 2009/10, in vehicles like Mercedes-Benz's ML range.]

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