70 percent of BMW 2 Series Gran Tourer customers are new to the brand

2 Series | December 10th, 2015 by 4
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There is no other model that has been received with more criticism than the BMW 2 Series Active Tourer and Gran Tourer. The two are …

There is no other model that has been received with more criticism than the BMW 2 Series Active Tourer and Gran Tourer. The two are not BMW’s first foray into the minivan segment, but also the first BMWs with a front-wheel drive architecture. When BMW unveiled the two tourers, it spent quite some time communication the reasoning behind the decision and what they meant for the brand. BMW executives hoped that the two minivans will bring new customers to the brand who have never considered buying a BMW before.

According to an analysis by data experts at Dataforce, the BMW 2 Series Gran Tourer, 2er Active Tourer, X4 and 4 Gran Coupe, are all bringing new customers to Munich. Furthermore, the BMW 2 Series Gran Tourere stands out with a conquest rate of 71.3 percent. The vast majority of buyers came from Munich’s competitors: 24.7 percent previously drove a Volkswagen car, 9.7 percent Open and 6.7 percent Mercedes.

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BMW 2 Series Active Tourer shows a conquest rate of 48.4 percent, while significantly lower than the Gran Tourer, still very important for BMW. The report says 11.7 per cent of 2 Series Active Tourer customers have previously driven VW, 11.0 percent were previously Mercedes drivers and sat at the wheel of a B-Class. Anyone who has previously driven BMW, mostly transfers from a 3 Series, 1 Series or X1 to Active Tourer.

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Dataforce also provides a look at the average age and thereby confirmed the prognosis of F46 Project Manager Peter Krist, who had predicted in an interview several months ago that the 2 Series Active Tourer tend to be older, while the Gran Tourer caters to a much younger audience. The proportion of Active Tourer customers over 75 is over 20 percent, more than half of the customers are at least 65 years old. Majority of BMW 2 Series Gran Tourer are between 35-44 years old.

READ THIS: BMW 2 Series Active Tourer vs. Gran Tourer

The data chart below also show a conquest rate of 31.6 percent for the 4 Series Gran Coupe customers, and 32 percent for the X4 drivers.

dataforce-bmw-data

[Source: Bimmertoday]

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