BMW under pressure
04 August 2019
The BMW network is not a happy place. Just four years ago it was the second favourite franchise, according to the NFDA Dealer Attitude Survey. Since then the scores have been falling and at the start of the year the winter NFDA survey revealed BMW was the fastest faller in the previous six months and was ranked 24th, sandwiched between the FCA brands.
From what Auto Retail Agenda is hearing, don’t expect that score to improve in the summer NFDA survey, for which voting closes today (Sunday, 4 August). Sources have told Auto Retail Agenda that at the latest investor meeting a couple of weeks ago, retailers were stunned when they were told they weren’t working hard enough in terms of selling cars. This kind of communication isn’t going to boost the relationship between retailer and brand. And therefore it’s unlikely to help the NFDA score.
Perhaps it’s not a surprise that BMW GB is telling retailers they’re not working hard enough if the pressure is just as great on the national sales company from the manufacturer in Germany. This week saw BMW bosses tell shareholders that despite falling profits it will still hit all its targets for 2019.
In order to do that, it’s going to have to shift the metal and, perhaps, care less about survey scores.
Auto Retail Network