Following up on our recent post about BMW’s M versions of their X5 and X6, the Bavarians have seen fit to tell us what they’ll cost. The short answer, unexpectedly, is: A lot. But more than that, how BMW prices something like this tells us something about their target market, and where they see future sales (and potentially company viability) and company direction.
“When the X5 M and X6 M go on sale this fall as 2010 model vehicles, they will retail for $86,225 and $89,725 respectively (including $825 Destination & Handling).” OK, so essentially 86 and 90 large for these guys, that’s the bottom line. And quite the bottom line it is. Plug in 80 – 90 thousand dollars as the price bracket in Craig’s List and see what kind of cars you come up with. Then ask yourself, ‘Would I rather have the sport version of BMW’s SUV, or would I rather have a
Ferrari 360- Mint condition – $87500
2009 Porsche Cayenne GTS – $84655
2009 Porsche Cayenne Turbo Sport Utility 4D – $89999
2008 Porsche 911 S Cabriolet – $81988
1970 Dodge Challenger R/T Convertible – $89995
(Although I got to say that $90K for a Challenger is nuts).
See what I’m getting at? Yes, I know, comparing a new car to a used car, price-wise, might not be all that fare, but c’mon, a BMW X6 M or a Ferrari 360?
Exactly.
What this does point to, is that BMW thinks there’s enough (more than enough, actually) buyers out there that will plunk down the equivalent of the down payment on a house for the sport version of an SUV. And really, who am I to argue, I’m sure they have whole buildings full of marketing guys that have crunched the numbers on this and figured out that at the end of a given fiscal year, BMW will make money on the whole deal.
And yeah, insert the usual old saws about “fools and money” and “sucker born every minute” sort of things, but honestly, $86,225 and $89,725?
For what?
You want something SUV-like, nice view of the road, AWD, lots of room? Why not buy a Jeep on an Envoy or some such for half that price, and then sink the remainder into something like a good used 911 or an NSX?
Maybe I’m in the wrong business. Maybe car sales aren’t that bad of a way to go, if people are willing to drop this kind of dough on these kinds of cars.
BMW’s press release:
BMW X5 M AND X6 M U.S. PRICING ANNOUNCED
04/27/2009The latest models from BMW\’s M Division arrive in U.S. Dealers this Fall.
Woodcliff Lake, NJ – April 27, 2009… On the occasion of the world debut of the BMW X5 M at the Shanghai International Auto Show, BMW today announced U.S. retail pricing for both the X5 M and the X6 M. The X6 M was unveiled for the first time at the New York International Auto Show on April 8th. When the X5 M and X6 M go on sale this fall as 2010 model vehicles, they will retail for $86,225 and $89,725 respectively (including $825 Destination & Handling).Both the BMW X5 M and X6 M feature a new reverse flow V8 engine with patented twin-turbo technology. The lag-eliminating Cylinder-bank Comprehensive Manifold (CCM) enables the engine to produce 555 horsepower and accelerate both models from 0 to 60mph in 4.5 seconds. At BMW M, \”the chassis must always be more powerful than the engine.\” The X5 M and X6 M exploit the limits of physics through their reworked Integrated Chassis Management systems to provide maximum road-holding without conceding to harsh ride characteristics.
Power is delivered through an M derivative of BMW\’s xDrive all-wheel drive, allowing M typical throttle-steering. At the rear axle is BMW\’s revolutionary Dynamic Performance Control, tailored by BMW M to ensure near-perfect distribution of power. Four M-characteristic tailpipes emerge from the aerodynamic diffuser in the rear. Enormous brakes round out the package, providing confidence under all conditions.
The modern, sustainable legacy of BMW M began in 1985 when engineers placed the snarling, race-bred inline-6 engine from the M1 supercar into the production BMW 5 Series sedan, reworked the suspension and brakes, and created BMW\’s first M5. The M5 redefined the capabilities of a sedan with levels of power, precision, and linear control never before imaginable. Ever since, the craftsmen at BMW M have been focused on finding new ways to expand the performance boundaries using existing BMW models as a basis.
Additional information, videos and photographs of both the X5 M and X6 M are available at www.bmwusanews.com.
BMW Group In America
BMW of North America, LLC has been present in the United States since 1975. Rolls-Royce Motor Cars NA, LLC began distributing vehicles in 2003. The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand of motor vehicles, including motorcycles, the MINI brand, and the Rolls-Royce brand of Motor Cars; DesignworksUSA, a strategic design consultancy in California; a technology office in Silicon Valley and various other operations throughout the country. BMW Manufacturing Co., LLC in South Carolina is part of BMW Group\’s global manufacturing network and is the exclusive manufacturing plant for all X5 Sports Activity Vehicles and X6 Sports Activity Coupes. The BMW Group sales organization is represented in the U.S. through networks of 338 BMW passenger car centers, 335 BMW Sports Activity Vehicle centers, 142 BMW motorcycle retailers, 83 MINI passenger car dealers, and 30 Rolls-Royce Motor Car dealers. BMW (US) Holding Corp., the BMW Group\’s sales headquarters for North America, is located in Woodcliff Lake, New Jersey.
