Quote:
Originally Posted by Outlaw M3
True that leasing is more popular with luxury brands yet on BMW's balance sheet isn't a lease is the same as a retail sale? It's just a different payment structure and contract than a traditional loan. So at the end of the year, if they lease 500k cars and retail 500k cars, they sold 1 million cars on their balance sheet. That's what matters to the stakeholders (investors) -- how much metal did they move?
[BMW also offers balloon financing which is a lease-like purchase. It's called BMW Select.]
Even with your perspective -- which I believe is a factor btw, the M brand shouldn't be affected by lease vs retail IMO. This misses my point. The audience of the M brand is the enthusiast. Other manufacturers are going full throttle WITH their loyal enthusiasts (Ford, Dodge, Corvette to name a few as I'm in the US). They drive a cult-like following that's engaged with their brand at the grassroots level. I don't see that with BMW (or Mercedes or Audi to be honest).
|
I wasn't referring to BMW's financial side of things, since over the short run they're likely better off leasing as many as possible; instead I was thinking of how leased cars are often treated like what they are to the typical person leasing it -- a rental car. There is zero incentive to care deeply about a car you're going to ditch in 30 month's time for the vast majority. Cold start and 60 seconds later wind it out to redline at full throttle getting on the Interstate with cold oil? No problem, car is under warranty through the lease period, who cares what happens to it? Etc. The "customer" is much different than someone who is deeply attracted to a car and writes a check for it.
As to engagement, I agree with you. Aside from the BMW CCA major events where BMWNA is a presence, I don't see it either. You'd think that they would maintain contact with someone who has driven BMWs since Max Hoffman days, has purchased them new and used from BMW dealers, currently owns four, two of which are iconic M-cars? One would think they'd offer drive events with the latest M-cars, ask for input and feedback, etc.
I guess that would be true if it mattered, but I don't think it really matters to them what rabid car enthusiasts think and feel, nor does it matter to court traditional enthusiasts with events like you mention. If it did actually matter, we'd not be asking these questions.