BMW Group V2-US-B-1 Option Harmonization May Option Harmonization. Overview.

Transcription

1 0 Overview.

2 1 3 key objectives. 1. Create packages with consistent option content across multiple models 2. Reduce total number of packages/options offered per car 3. Enhance standard equipment to competitive levels

3 2 Objective #1: Packages with consistent option content across multiple models. Eample: Technology Package MY Series 3 Series 5 Series SA Technology Package (ZTP) (E82/E88) Sedan (F30) Sedan (F10) 3AG Rear View Camera No Package 609 Navigation system Offer 610 Head-Up Display 5 Series GT (F07) No Package Offer MY2013 Note: std = standard No clear definition of package content or availability SA Technology Package (ZTP) 1 Series 3 Series 5 Series 5 Series GT (E82/E88) Sedan (F30) Sedan (F10) (F07) 609 Navigation system 610 Head-Up Display n/a 6NF Smartphone integration 6NR BMW Apps 6NL/639 BMW Assist std std Consistent and relevant package content across multiple models

4 3 Objective #2: Reduce the total number of packages and options offered per car The average BMW currently has 7 packages and 18 stand-alone options BMW Mercedes-Benz Audi Leus Packages Options

5 4 Objective #2: Reduce the total number of packages and options offered per car will reduce the number of packages and options to Mercedes levels BMW Mercedes-Benz Audi Leus Packages Options

6 5 Reduction in the total types of packages and a more consistent package offer across models. MY2012 MY2013 Segment Package Type 1 Series 3 Series 5 Series 6/7 Series (UKL+) (KKL+) (MKL+) (GKL+) Premium (ZPP) Cold Weather (ZCW) Premium Sound (ZPS) M Sport (ZMP) Driver Assistance (ZDA) Luury Seating (ZLS) Dynamic Handling (ZDH) Technology (ZTP) Convenience (ZCV) Sport (ZSP) Sport Activity (ZAP) Active Ventilated (ZAV) Parking (ZPK) Segment Package Type 1 Series 3 Series 5 Series 6/7 Series (UKL+) (KKL+) (MKL+) (GKL+) Premium/Eec (ZPP/ZEC) Cold Weather (ZCW) M Sport (ZMP) Technology (ZTP) Lighting (ZLP) Driver Assistance (ZDA) Driver Assistance Plus (ZDB) Luury Seating (ZLS) Dynamic Handling (ZDH) Premium Sound (ZPS) Convenience (ZCV) Sport (ZSP) Sport Activity (ZAP) Active Ventilated (ZAV) Parking (ZPK) 13 Types of Packages 9 Types of Packages

7 6 Objective #3: Enhance standard equipment to competitive levels. Eample: 328i Sedan MY12 Competition Option BMW 328i MB C250 Audi A4 Leus IS Power front seats Universal garage door opener Auto dimming mirrors Split folding seats = standard equipment 328i lacking basic standard equipment features

8 7 Objective #3: Enhance standard equipment to competitive levels. Eample: 328i Sedan MY13 Competition Option BMW 328i MB C250 Audi A4 Leus IS Power front seats Universal garage door opener Auto dimming mirrors Split folding seats = standard equipment

9 8 Typically equipped prices are not significantly affected. Eample: 328i Sedan MY2013 Base MSRP $36,500 MY2012 Base MSRP $34,900 New Standard Equipment Universal Garage Door Opener Auto Dimming Mirrors Power Front Seats Split Folding Rear Seats Premium Package (ZPP) $3,100 Comfort Access Moonroof Lumbar Support Dakota Leather Satellite Radio Technology Package (ZTP) $3,100 Navigation System Head-up Display BMW Assist with Bluetooth and USB BMW Apps Stand-Alone Options TOTAL EQUIPPED MSRP $42,700 Identically equipped MY12 328i costs $75 more Premium Package (ZPP) $3,600 Comfort Access Moonroof Lumbar Support Dakota Leather Universal Garage Door Opener Auto Dimming Mirrors Power Front Seats Technology Package (ZTP) $2,550 Navigation System Head-up Display Stand-Alone Options BMW Apps $250 Satellite Radio $350 Split Folding Rear Seats $475 BMW Assist with Bluetooth and USB $650 TOTAL EQUIPPED MSRP $42,775

10 9 Typically equipped prices are not significantly affected. Eample: 328i Sedan MY2013 Base MSRP $36,500 MY2012 Base MSRP $34,900 New Standard Equipment Universal Garage Door Opener Auto Dimming Mirrors Power Front Seats Split Folding Rear Seats Premium Package (ZPP) $3,100 Comfort Access Moonroof Lumbar Support Dakota Leather Satellite Radio Technology Package (ZTP) $3,100 Navigation System Head-up Display BMW Assist with Bluetooth and USB BMW Apps Stand-Alone Options TOTAL EQUIPPED MSRP $42,700 Identically equipped MY12 328i costs $75 more Premium Package (ZPP) $3,600 Comfort Access Moonroof Lumbar Support Dakota Leather Universal Garage Door Opener Auto Dimming Mirrors Power Front Seats Technology Package (ZTP) $2,550 Navigation System Head-up Display Stand-Alone Options BMW Apps $250 Satellite Radio $350 Split Folding Rear Seats $475 BMW Assist with Bluetooth and USB $650 TOTAL EQUIPPED MSRP $42,775

11 10 Increased customer value with standard equipment changes. Eample: 328i Sedan Model 328i Sedan MY12 Base MSRP $34,900 Standard Equipment Changes Universal garage door opener Auto dimming eterior mirrors Auto-dimming interior mirror Power front seats Split folding seats Lumbar support (deleted) - Options added to standard equipment at 20% discount! MY13 Base MSRP $36,500 - MSRP Increase $1,600 - Added Equipment Value $2,000 Increased Customer Value $400

12 11 Roll out starting with MY2013 July production models. Included MY2013 models: 1 Series Coupe and Convertible 3 Series Sedan 5 Series Sedan and Gran Turismo 6 Series Coupe and Convertible 7 Series Sedan Ecluded MY2013 models: 3 Series Coupe, Convertible, Wagon 6 Series Gran Coupe X1 X3 X5 X6 Z4 Will be integrated in the Option Harmonization strategy as of the net model year changeover