Published on January 29th, 2016 | by Daniel Sherman Fernandez0
BMW Malaysia Commits Sales Harakiri With RM100k Discount On A NEW 7-Series
BMW Malaysia this morning launched the all-new 7-Series sedan in 2 variants with a pricing of RM698,800.00 for the 730iL which is a 2L 4-cylinder TwinPower Turbo petrol version and RM888,800.00 for the 740iL 6-cylinder TwinPower Turbo.
Right after the detailed presentation of both versions and its high level of equipment, safety features, technology fitment and cabin refinement which impressed all the attending media, BMW Malaysia announced an immediate RM100,000.00 discount on both variants effective for all 7-Series customers who purchase this year, which happens to be BMW’s 100th year anniversary.
BMW Malaysia is using the 100th anniversary celebration which starts March this year to win back some of their luxury sedan customers who have moved to Mercedes Benz….that is why a RM100k discount………but on a brand new luxury sedan?
With the runaway success of the Mercedes Benz S-Class 400L Hybrid, which is priced from RM598,888.00 there is little BMW Malaysia can do but drop its pricing (now reduced to RM598,800.00….just RM888.00 cheaper than the S-Class) to compete, however by doing so, customers will not coming running back into BMW showrooms to buy and instead customers will play the waiting game for the infamous BMW pre-registration sale to start.
The ‘pre-reg’ sale will start when the ‘metal does not leave the showroom’ and BMW buyers know this as this has been the BMW Malaysia sales format for many years to keep ahead of the competition. However this selling format hit them hard in 2015 when sales fell way below Mercedes when BMW car buyers realised how much ‘pre-reg’ selling had dropped the used values of BMW’s in the used car market in the last 5-6 years. This is why BMW buyers prefer to play the waiting game which save them lots of money on a new BMW.