Sections: E81/82/E87 1 Series, Sales/Marketing Feb 28th, 2008 6 Comments 
According to several sources at the US 1 Series launch event a few weeks ago, BMW has decided to cut US bound 1 Series production from 30,000 to around 10,000 for time being. Apparently the weakening dollar is making 1er margins razor thin and BMW doesn’t want to commit more money to marketing which would help sell the more cars.
Our original information was recently confirmed through other sources and contacts. The allocation dealers have been quoted are much lower than originally estimated. From what we have learned they are only being alloted 4-6 cars per month currently for the entire model line. If you do the math that is around 15,000 cars and that does not mean every dealer will be given that many cars. Some of the first cars at dealers on the East Coast will be 128 convertibles which are currently sitting awaiting clearance from the EPA and are more than likely dealer showroom/demo cars. Many of the first batch of coupes that were destined for this role were damaged last month in a shipping accident.
So if you want that 135i for 2008 you may want to make the call asap and of course pay at least MSRP.
Very interesting news Michael. Not to surprising due to our economy, should be a good thing also as it will make the 1 series a bit more exclusive in the States, which for a release of a car I believe actually increases the buzz about the car.
ReplyWhich I imagine will mean elevated demand for the 09 model year as well. I think I better place that deposit soon if I expect to ED one in 18 months time.
Replyshould be a good thing also as it will make the 1 series a bit more exclusive in the States, which for a release of a car I believe actually increases the buzz about the car.
I believe this to be a major factor in marketing, that the car is not a mass produced entry level car for someone that wants a BMW, but rather a niche vehicle for the enthusiast. I think they are taking a cue from MINI on this one, the waiting lists, the buzz and MSRP+. I do think the lousy economy and weak dollar play a role as well… essentially BMW can blame the low numbers on that but it was what they had in the plans to begin with.
ReplyHaha, Australia is only getting 200 135s for 2008, so stop complaining! 
Replyman and i was planing to save up and buy one next year probaly in april or may of 09
ReplyWe saw 5 cars at our BMW dealer today, fresh off the transport carrier. Very stylish….very distinctive…. Probably all five will be sold after test drives tomorrow. I hope the existing 3 series crowd stay with their macho 3-5-6-7 egos. The 1 series market lies between the Mini and the 3 series. This is where the action is going to be over the next ten years. The North American market is considered a banana republic for leading edge technology and performance. (2008 Green Car of the Year will not be sold in USA.)
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