BMW 2007 Annual Report Download - page 191
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30
No matter whether we are talking about new or existing markets, new or well-proven con-
cepts – we will not lose sight of one thing: to always develop brand-specific premium
offers that fully meet our customers’ requirements and make best use of the respective
brand’s strength. If this cannot be done with existing brands, we might consider expanding
our brand portfolio in the future. As a result of our strategic review, we have acquired
Husqvarna Motorcycles to complement our motorcycle division. Together with BMW
Motorrad, the new brand will help increase sales in the motorcycle business by as much
as
50 percent by 2012.
But we will not stop at that: only 25 percent of total revenues to be achieved during the
vehicle life-cycle is created in the new car business, while service, parts and accessories,
and the used car business account for the other 75 percent. We intend to exploit the
greater potential along the vehicle life-cycle, with new sales channels in the accessory
business and a broader
range of services. As far as marketing of pre-owned cars is con-
cerned, the BMW Group benefits
from the fact that the company’s cars retain their value
better than most. In this field, our best option is high-end remarketing such as BMW
Premium Selection and MINI next. Accessory sales and resale are only two examples of
many opportunities in this business area.