Holiday Special: Subscribe for $1.52/week.

Early-booker rebate for the new 1 series

A German BMW dealer group has started offering an "early booker " discount for the new 1 series ahead of the new model's September 18 launch in Europe.

The dealership says the move is necessary because BMW is entering a new segment -- the entry-level premium -- and needs to win customers from rivals such as Mercedes-Benz and Audi.

The offer comes from the Kaltenbach-Gruppe in the Rhineland region of Germany. The dealership offers buyers a 2,000-euro reduction for a new 1 series model when they trade in their old car.

Kaltenbach managing director Norbert Amelung said they have had a lot of interest from potential customers.

But BMW bosses in Munich are annoyed at the dealers' go-it-alone offer. "We're not happy," said a BMW manager.

And BMW's dealer association spokesman Peter Enders condemned the offer.

"It's totally unnecessary because there is a great demand for the 1 series."

BMW says it will sell the 1 series in the US, but won't say when. The car will compete against the Audi A3 and Mercedes-Benz A Class.

0

Shares

ATTENTION COMMENTERS: Over the last few months, Automotive News has monitored a significant increase in the number of personal attacks and abusive comments on our site. We encourage our readers to voice their opinions and argue their points. We expect disagreement. We do not expect our readers to turn on each other. We will be aggressively deleting all comments that personally attack another poster, or an article author, even if the comment is otherwise a well-argued observation. If we see repeated behavior, we will ban the commenter. Please help us maintain a civil level of discourse.

Newsletters