In the current economic crisis the world over, that a car manufacturer is having difficulty in the North American market is hardly big news. But if that company is BMW, then you might take more notice: for 16 years straight BMW sales in this market have been consistently positive.

But it now appears evident that the change in the range’s options - vehicles having grown in both size and fuel consumption - no longer corresponds with the needs of local car owners who would perhaps prefer a few X6’s less and a couple of 1 Series sedan extra (which they don’t have anyway).

2008 sales figures leave no room for speculation: BMW has experienced a decrease of ten percent compared to the 2007 sales of 336,265 units, while the Mini brand has had increase of 12 percent, from 42,000 to 50,000.

New BMW North America manager Jim O’Donnell in January will present a new industrial plan to managers that should present a re-organisation of US operations to cut costs. It will likely be the X5 and X6 range where most savings will be made, possibly to the detriment of workers on these production lines.

BMW president Reithofer has demonstrated his pessimism for 2009, saying that the market is showing the effects of the constant rise in fuel costs and the changing demand for new and different products in the American and European markets. BMW will therefore concentrate on its longer term goals and prospects.

Source | Quattroruote

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