Car sales April 2013: Economic recovery or BMW no longer premium?

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If a premium brand gains 11 percent for the year through April, maybe it’s time to state economic recovery. Certainly for Mercedes, which extends lead over BMW in the U.S. with this gain last month. In the Netherlands though, economic recovery is not really a fact. To say the least. Therefore BMW attracts attention with a gain of 10 percent in April. What happened here? Is BMW no longer a premium luxury brand but the brand-of-choice in an economic downturn? .

The truth however can be found by closely examining an underlying trend: a new survey commissioned by Ford shows that motorists are still looking for greener and more efficient cars despite 71 per cent of us are actually cutting back on spending.

Since 2009, BMW has made a constant effort to make their cars, quite obvious, more efficient and economical by implementing new technology under their efficient dynamics label. Some brands applied the same technology to improve the power capacity of their motors despite this chance to upgrade their image to something more green. BMW, as leading lady, offers nowadays a range of cars with a green energy label, which qualify for tax advantages. And … tax advantages are beloved by the Dutch and are at least one explanation for the interesting growth last month.

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