With exceptional clarity, BMW makes clear the X Series will deliver a higher percentage of BMW dealer sales. Expectations are for X Series to grow from 34% of BMW sales in 2015 to 40% in 2016. Production drives this change. In a recent Automotive News article, CEO Ludwig Willisch acknowledged supply had not kept up with demand for the first nine months of 2015. Indeed, X Series vehicles made up only 32.5% of BMW’s U.S. sales in the first three quarters of 2015, less than the 33.8% during the same period in 2014.
The Spartanburg plant may be ready to produce all the X Series dealers can sell, but that doesn’t mean all dealers are ready to sell all they can. Lack of supply often leads to lower marketing and merchandising efforts, and those habits will need to change. The interior functionality of an SUV is more complex. These vehicles require more photos and videos demonstrating the capacity and versatility of the vehicle.
The growing lineup of X Series vehicles delivers the choice shoppers need, but that does little good if shoppers cannot compare to find the right vehicle for them. Dealers need to step up with websites allowing vehicle comparisons on the Search Results Page (SRP). Fortunately, Dealer eProcess, the only provider of dealer websites showing all photos on the SRP, is also a BMW certified website provider. The websites below allow shoppers to search any consideration set they want, and see every photo of every vehicle.