BMW SALES PLAYBOOK FEBRUARY 2016

Transcription

1 BMW SALES PLAYBOOK FEBRUARY 2016 Inside this edition, you will find information on: And don t miss these key points: BMW of North America, LLC Automotive Sales Department February 2016 The Ultimate Driving Machine 2016 Promotional Calendar BMW First Quarter Loyalty Program 2016 Sales Support Calendar Extended Test Drive Program Integration February Programs SAV Winter Adder BMW edrive Spotlight CPO Sales Programs Order Now Button Upcoming Customer Communication Schedule

2 2016 PROMOTIONAL CALENDAR. PLAN YOUR DEALERSHIP S PROMOTIONS ACCORDINGLY TO CAPITALIZE ON NATIONAL THEMES AND MESSAGING. JAN FEB MAR SALES PROMOS CPO / CPO ELITE MARCH MADNESS NATIONAL ADVERTISING LOYALTY AND CONQUEST PROGRAMS PRODUCT FOCUS AND COMMUNICATION PRIORITIES 7 SERIES (G12) LAUNCH TWO PAYMENT WAIVER / PERF BONUS (BMW FS LOYALTY) UPGRADE (4 Series Gran Coupe) AND EXTENDED TEST DRIVE (i8, 7 Series) BMW i3, i8 X5 xdrive40e X4 xdrivem40i SAV LINEUP EVENT ACTIVATION CONS. ELEC. SHOW 24 HOURS OF DAYTONA Rolling launch of 330e Sedan will be slow until July production Refocus promotional messaging to support the SAV Winter Adder, announced on January 20 th This will help bring attention to the entire SAV lineup: All-new X1 Ground-breaking X5 xdrive40e New X4 xdrivem40i The first M Performance SAV in the USA

3 2016 SALES SUPPORT CALENDAR. OUR QUARTERLY FOCUS ON BMW LOYALTY CONTINUES WITH TWO PAYMENTS WAIVERS AND SUPPORTING PERFORMANCE BONUS. As promised in October, lease support continues to wind down on MY2015 models, ultimately shifting to dollar-based residuals in May X3, X4, and Z4 go to dollar-based residuals in March Cash allowances will stay in place to provide attractive APR and cash offers for a limited time Take advantage of the Buildout Allowance message, leverage the Service Drive, and make use of all available funds to increase showroom traffic! MY2015 residual support will drop by 3-4 ppts on most models in March MY JAN FEB MAR APR CPO ELITE AND CPO PROGRAMS MY2015 FINAL BUILDOUT (X3, X4, Z4) CPO ELITE PROGRAMS MY2015 MY2016 REDUCED BUILDOUT (2, 3, 4, 5, 6, 7, X1, X5, X6, i3, i8) NEW PROGRAMS (ALL MODELS) FINAL BUILDOUT (2, 3, 4, 5, 6, 7, X1, X5, X6, i3, i8)

4 FEBRUARY PROGRAMS FOR MY2016. MY2016 SALES SUPPORT REMAINS FOCUSED ON THE THEME OF UPGRADING, AND WITH MORE SAV AVAILABILITY, WE LEVERAGE THE WINTER ADDER FOR INCREASED CONQUEST AND LOYALTY TRAFFIC. January s MY2016 programs carry thru February unchanged SAV Winter Adders continue for a great cash/finance message to entice conquest and loyalty prospects alike X5 xdr40e Lease Credit of $3,000 may be combined with Option Allowance of $1,500 and SAV Winter Adder of $1,500 on BMW FS Lease contracts MY2016 Option Allowance (LOCKABLE) SAV Winter Adder (NON-LOCKABLE) Total Credits Available Take delivery by Feb 29 th 2 Series, 3 Series, 5 Series (all models) $1,000 $0 $1,000 4 Series (all models) $1,250 $0 $1,250 6 Series (all models) $4,000 $0 $4,000 Z4 Roadster (all models) $750 $0 $750 X1 (all models) $0 +$500 $500 X3, X4 (all models) $1,000 +$1,000 $2,000 X5, X6 (all models) $1,500 +$1,500 $3,000

5 FEBRUARY LEASE CREDITS. LEASE CREDITS ARE AVAILABLE THRU BMW FINANCIAL SERVICES ON MY2015 i3 AND i8, AS WELL AS MY2016 X5 xdr40e AND MY e. Take advantage of these lease credits and be the first in your neighborhood to live in the 21 st century. With BMW edrive, enjoy the benefits of emissions-free driving at the right times, and suffer no range anxiety. NOTE: X5 xdr40e qualifies for the SAV Winter Adder as well, totalling up to $6,000 in credits for BMW FS lessees who take delivery by Feb 29 th. BMW i Lease Credit LOCKABLE Buildout Allowance NON-LOCKABLE Total Credits Available For Lease Customers i3 Sedan (MY ) $7,500 $2,000 (MY2015) $7,500 (MY2016) or $9,500 (MY2015) i8 Coupe (MY2015) $2, $2,465 (MY2015) MY2016 Lease Credit LOCKABLE Option Allowance LOCKABLE Total Credits Available For Lease Customers 330e Sedan $2,000 $1,000 $3,000 X5 xdrive40e $3,000 $1,500 $4,500

6 APR OFFERS AS LOW AS 0.9% ON BMW i3. ALL OTHER MODELS AVAILABLE AS LOW AS 2.92% THRU 72 MONTHS. MY2015 i3 retains special APR offer of as low as 0.9% for up to 72 months Retail Finance contracts available through BMW Financial Services as low as 2.92% for up to 72 months on all other models Select contracts available through BMW Financial Services as low as 2.92% for up to 60 months on all models APR OFFERS for MY2015 i3 (all models) APR/SELECT OFFERS MY2015 and MY2016 (all other models) Up to 60 mo Up to 72 mo APR 0.9% Up to 72 mo APR 2.92% 2.92% Select 2.92% --

7 BMW edrive SPOTLIGHT. THE TOP 3 REASONS THE BMW X5 xdrive40e IS THE BEST SPORTS ACTIVITY VEHICLE IN THE WORLD, NO MATTER WHAT YOUR PURPOSE: PRE-CONDITIONING: All BMW edrive vehicles feature Cabin Pre-Conditioning, meaning you get all the benefit of Remote Start with none of the drawbacks! MORE TOTAL RANGE THAN THE COMPARABLE GASOLINE-POWERED VEHICLE: All BMW edrive PHEV vehicles have a traditional engine and fuel tank, and charging the battery merely increases the already excellent total range! Example Program your BMW edrive to heat the cabin to 72 degrees, 30 minutes prior to departure time. Example A standard X5 xdrive35i has a total range of about 400+ miles, and a charged battery can increase that by up to 100 more miles, meaning there is no range anxiety. DON T HAVE TO PLUG IT IN: All BMW edrive vehicles are capable of charging themselves while driving under gasoline power, meaning you can reap the benefits of edrive without ever actually plugging in the vehicle! Example Drive in SAVE BATTERY mode so the engine will charge the batteries, giving you up to 50% charge without ever plugging in.

8 BMW edrive SPOTLIGHT. MY2016 BMW i3 UPDATED WINTER SALES POINTS. Pre-Conditioning for more convenience: Remote start capability via BMW i Remote App Ability to use grid power to pre-heat or cool the cabin for saving erange THE BMW i3 IN WINTER Winter Tires designed exclusively for the i3: Intelligent Battery Heating: Insulated batteries with heater make the driving range more stable during winter. Heat pump (BEV only): Especially in winter, the innovative heat pump system not only ensures a warm atmosphere inside the BMW i3, but also increases the range by up to 30%. Bridgestone Blizzak LM-500 or Nokia Hakkapeliitta R2

9 BMW edrive SPOTLIGHT. MY2016 BMW i3 PRODUCT UPDATES. MY2016 MY2015 MY2016 BMW i3 Updates $550 Color Adjustments based on customer and dealer feedback $550 $550

10 BMW edrive SPOTLIGHT. MY2016 BMW i8 PRODUCT UPDATES. MY2016 BMW i8 Updates BMW Laserlight (5AZ): $6,300

11 BMW edrive SPOTLIGHT. BMW i CREATIVE ASSETS AVAILABLE FOR FEBRUARY. Digital Banners YouTube Video (i3) 360 Dangler Photography TV Website Assets Direct Mail Radio Spots Logos Social Media And more! Get directly to Marketing Central by clicking here

12 FEBRUARY PROGRAMS FOR MY2016. KEEP THE FOCUS ON THE THEME OF UPGRADING THE BMW GRAN COUPE MODELS OFFER A MORE DYNAMIC TAKE ON THE TRADITIONAL MODELS. MY2016 Average Lease Payment Payment Change from December Payment Index to 328i Sedan 320i Sedan $439 +$25/mo 82% 228i Coupe $500 No change 94% 328i Sedan $534 +$27/mo 100% 428i Gran Coupe $602 No change 113% 528i Sedan $681 +$30/mo 128% 4 Series Gran Coupe will continue to be featured in various BMW owner communications from CRM during the First Quarter, leveraging its position as a new alternative to the traditional sedan segment Sales Support stays steady from January, keeping the Gran Coupe well within range of 3 Series Sedan owners and prospects. MY2013 Maturity Payments (1Q 2016) 328i Sedan $ i Sedan $ i Sedan $605

13 FEBRUARY PROGRAMS FOR MY2016. KEEP THE FOCUS ON THE THEME OF UPGRADING THE BMW GRAN COUPE MODELS OFFER A MORE DYNAMIC TAKE ON THE TRADITIONAL MODELS. MY2016 Average Lease Payment Payment Change from December Payment Index to 535i Sedan 535i Sedan $806 +$30/mo 100% 550i Sedan $974 +$30/mo 121% 640i Gran Coupe $1,110 +$9/mo 138% 740i Sedan $1,267 No change 157% 650i Gran Coupe $1,323 +$10/mo 164% 750i Sedan $1,462 No change 181% Emphasis remains on MY Series Gran Coupe during its final 3 months of production with December-level support programs. Returning lessees will find a slightly different product offering with no short wheelbase 7 Series in MY2016, but this niche is well filled with 5 Series Gran Turismo offering the same rear legroom and more utility, and with 6 Series Gran Coupe offering better performance and emotional appeal of the old SWB 7 Series. MY2013 Maturity Payments (1Q 2016) 535i Sedan $ i Sedan $ i Sedan $1,254 Note that for 7 Series, the MY2013 maturity payment and MY2016 average payment shown are 36-mo programs

14 FEBRUARY PROGRAMS FOR MY2015. MY2015 Residual Values (36-mo) Buildout Allowance NON-LOCKABLE 2 Series 54% $500 3 Series 53%-55% $3,000-$3,500 4 Series Coupe 54% $1,500 4 Series Convertible 54% $2,500 4 Series Gran Coupe 56% $1,000 5 Series 54%-55% $3,000-$3,500 6 Series 47% $6,500 7 Series 59% (24-mo) $6,500 Z4 Roadster 56% $2,500 X1 56% $1,000 X5, X6 51% $2,000 i3 50% $9,500 (incl. $7,500 Lease Credit) i8 Coupe 53% $2,465 (Lease Credit) FEBRUARY MAINTAINS CONSISTENCY: December-level programs continue on most MY2015 vehicles Allows better APR offers while keeping lease payments slightly below their MY2016 counterparts MY2015 BMW i3 and i8: Maximize retail traffic by promoting the Extended Test Drive program!

15 BMW LOYALTY RETAIL OFFER. FOR 2016, BMW OF NORTH AMERICA AND BMW FINANCIAL SERVICES WILL BE OFFERING QUARTERLY PROGRAMS TO RECOGNIZE BMW-LOYAL SHOPPERS WITH SPECIAL SALES BENEFITS. In the First Quarter, we announce TWO PAYMENT CREDITS on a new MY2016 BMW when current BMW Financial Services customers lease or purchase a new BMW through BMW Financial Services with delivery by March 31, See Automotive Sales bulletin B2-US-V for details. MY2016 BMW PURCHASED PAYMENT CREDITS 2 Series, 3 Series, 4 Series, 5 Series, Z4, X3, X4, X5, X6 6 Series Two payment credits, up to $500 each Two payment credits, up to $750 each Offer excludes X1, M2 Coupe, M4 GTS Coupe, and 7 Series. This program is supported by a Performance Bonus for Client Advisors and Sales Managers who most effectively work through their books of business See next page. BEST PRACTICES: Use these payment waivers to generate the effect of a pull ahead program where one does not exist, or staple a Two Payment Credit postcard to each Service Repair Order every day!

16 BMW LOYALTY PERFORMANCE BONUS. CLIENT ADVISOR AND SALES MANAGER INCENTIVES TO DRIVE EFFICIENT MANAGEMENT OF THE BOOK OF BUSINESS. In the First Quarter, we are running a Performance Bonus which pays on BMW FS Loyalty Conversions, depending on threshold reached. Any current BMW FS Lease or Loan customer converted into a new BMW FS Lease or Loan contract on a new MY BMW will qualify. See Automotive Sales bulletin B2-US-V for details. As usual, the 25% Longevity Adder will apply, increasing payout for those who have been with BMW for more than 2 years. In addition, be sure to check out the FS Retention Kit for resources, tools, and more Best Practices, available as a new, interactive microsite on Infobahn! BMW FS Loyalty Conversion Target Client Advisor Payout Sales Manager Payout 16 units or more $300 per unit $100 per unit units $200 per unit $75 per unit 8-11 units $100 per unit $50 per unit 4-7 units $50 per unit $25 per unit 0-3 units $0 per unit $0 per unit

17 EXTENDED TEST DRIVE PROGRAM. BEST PRACTICES. The key to success with highline vehicles is capturing the imagination and generating excitement among the target demographic. With the all-new 7 Series, one way to do this is to offer something that very few expect A chance to drive the vehicle to the places they will be taking it as owners. Positive buzz is generated when prospects do the promotional work for you by taking an Extended Test Drive vehicle to various highline venues and talking about the great phone call they received from their dealer. Don t miss any opportunities! Jack Clemens of Milton, FL, loved his Extended Test Drive experience and talked about it to the local lifestyle publication!

18 SERVICE LOANER AND EXTENDED TEST DRIVE PROGRAMS NOW INTEGRATED. NEW PROGRAM STRUCTURE ALLOWS MORE FREEDOM AND FLEXIBILITY WITH YOUR MOST VISIBLE LOANER UNITS. In December, the new Extended Test Drive program (ETD) was announced with Enrollment Allowances for specific vehicles. It may be beneficial to explain the new ETD program in the context of the Service Loaner program (AMP) dealers are already familiar with: Current AMP Fleet Max limits remain in place These can be increased through the existing process with your Area Team A certain number of 7 Series (G12) units are required in AMP to participate in the Ultimate Benefits program for 7 Series These can also be used interchangeably as ETD units The enhanced ETD program allows dealers to put other highline models into the AMP fleet and use them for either Service or Sales contacts, making it easier to achieve the target utilization Eligible Models: i3 Sedan, i8 Coupe, 6 Series, 7 Series (G12), and X5 xdr40e

19 2016 OFF-LEASE MATURITY PROFILE Objective Maximize natural loyalty opportunity. Excellent used car retail opportunity Maturities 139,000 down from 165,000 vs. 5-year average 95, Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

20 Q1 PURCHASE BONUS FINANCIAL SERVICES. Q1 stair-step purchase bonus Tier 1: Will earn $250 back to car 1 Tier 2: Will earn $500 back to car 1 Eligible purchases are from January 1 st - March 31st, This is a tactical incentive on top of Full Circle. See chart below for vehicle eligibility: Refer to NA bulletin B8_0116_10 or FS Bulletin 16-N-17

21 BMW CPO SALES EVENT PROGRAMS JAN/FEB. January / February CPO Sales Event Keep the great sales momentum going! Low APR (.9%/60 3/6/7) combined with free MPU (3/6/7)) Rate Programs Buy-Rate by term Free MPU Model Year Series MY12/13 3, 6, 7 Series 0.9% 0.9% 0.9% 0.9% 1.9% 1.9% MY12/13 All other models 0.9% 1.9% 1.9% 1.9% 2.9% 2.9% MY14 All models 0.9% 1.9% 1.9% 1.9% 2.9% 2.9% But wait, there s more CPO manager and client advisor trip incentive program! CPO Leasing continues on MY12/13 (3 & 5 Series). FS purchase bonus in addition to Full Circle. National pull-aheads are over, but discretionary pull-aheads return. CPO Elite support continues on all MY14/15/16 models. Sell strongly through inventory heading into March maturity spike.

22 BMW CPO SALES EVENT PROGRAMS JAN/FEB. CPO Programs Jan/Feb Sales Support APR MY12/13 3 Series, 6 Series, 7 Series APR: MY12/13 All other models APR: MY14 all models SELECT & Owners Choice: MY12/13: 3 Series, 6 Series, 7 Series SELECT & Owners Choice: MY12/13: All other models 0.9% up to 60 Months 1.9% at 72 PLUS free 1 year MPU 0.9% up to 24 Months 1.9% at 60, 2.9% at % up to 24 Months 1.9% at 60, 2.9% at 72 SELECT: 0.9% up to 48 Months Owners Choice: 0.9%up to 36 Months SELECT: 1.9% up to 48 Months Owners Choice: 1.9%up to 36 Months CPO Leasing MY12/13 3 Series & 5 Series Jan/Feb Sales Support 24, 27 or 36 month term 10,000 mile/year lease 35,000 or less inception miles

23 CPO LEASING IS BACK! Strong tactical tool for January/February sales event. Dollar based residuals supported. MY12/13 CPO 3 and 5 Sedans only 10,000 mile/year lease. 35,000 or less inception miles. 24, 27 or 36 month term Fits to used car customer sweet spot holding period (24-27 Mo) 24, 27 mo term ensures vehicles return with 1 year of CPO remaining. MY13 Target Monthly Payment 24 Month Term Down Payment 328i $349 per month $1, i xdrive $349 per month $1, i $475 per month $1, i xdrive $475 per month $1,750 Highly Compelling Payment Walk New MY16 328i xdrive Sedan CPO Elite AMP MY15 328i xdrive Sedan 2013 CPO 328i xdrive Sedan (24 mo) Visible Monthly Payment $509 $398 $349

24 CPO ELITE PROGRAM SUPPORT JAN/FEB. MY14. APR/SELECT OFFERS MY2014 (all models except i Series) Up to 60 mo mo APR 2.92% 2.92% Select 2.92% -- APR OFFERS MY2014 i3 & i3 Range Extender Up to 36 mo mo mo APR 0.9% 1.9% 2.92% APR OFFERS MY2014 i8 Up to 36 mo mo mo APR 2.92% 2.92% 2.92% Can be combined with build-out cash if applicable

25 CPO ELITE PROGRAM SUPPORT JAN/FEB. MY15/16. APR/SELECT OFFERS MY2015 (all models except i3 and i3 REX) Up to 60 mo mo APR 2.92% 2.92% APR OFFERS MY2015 i3 & i3 Range Extender Up to 36 mo mo mo APR 0.9% 0.9% 0.9% SELECT OFFERS MY2015/MY2016 All models (except i Series) Up to 36 mo mo Select 2.92% 2.92% APR/SELECT OFFERS MY2016 (all models) Up to 60 mo mo APR 2.92% 2.92% Can be combined with build-out cash if applicable

26 FREE 1 YEAR MPU FOR JAN/FEB. Free 1 year MPU (12 MO/25K) on all BMW CPO 3, 6 & 7 Series for MY12/13. Benefits: Great value story/marketing hook that highlights our competitive maintenance advantage everything from oil to wiper blades to brakes! This is in addition to the attractive 0.9% APR. Strong position to upsell customer to a 2 year MPU to match 6/100 CPO warranty. Aftersales is offering an MPU Awardline of $25-$500 for every MPU upsold to a 2 or 3 year agreement. Target 100% upsell!

27 CPO MANAGER & CLIENT ADVISOR TRIP INCENTIVE. Based off of February/March achievement. Top 20 Client Advisors and 20 Sales Managers, with guests! This will be a 5-day/4-night trip to Mexico! (May 15-19) CPO Managers Managers will be competing in groups and highest percentage of objective attainment in each group wins. Higher volume stores are in smaller groups, smaller dealers are in larger groups. Client Advisors CPO CAs only, highest volume attainment for 2 month program. Top 4 from each region and 4 wild cards with highest volume from any region. Please see bulletin # B8_0216_14

28 Q1 Opportunities. Discretionary Pull-Ahead Waive up to 3 payments for your lease customers to ensure their loyalty and sell them another vehicle. See bulletin 16-N-16 for details. FS Two Payment Loyalty Waiver With the DPAs and this loyalty waiver, that s 5 payment waivers for the customer! See bulletin 16-N-07a for details. Q1 Purchase Bonus Qualifier Additionally, this will help count towards your Q1 purchase program objective.

29 CPO MARKETING CREATIVE. Creative Assets: FMA Digital Banners Dealer Templates Radio Radio Digital Signage National Conquest CRM Follow up after purchase MPU Thank You

30 CPO JANUARY/FEBRUARY SALES EVENT MARKETING LEASE CREATIVE. Tier 1 Website FMA Dealer FMAs

31 ORDER NOW BUTTON ON BMWUSA.COM. CONSUMER CALL TO ACTION ENABLES A 30-MINUTE TURNAROUND. Will be available on Desktop as well as Mobile Takes shopper to Dealer Contact form for submission Lead Sources: Order Now - BYO Order Now - Offers Commitment of Response Time: Less than 30 minutes Have a process in place for qualified people to handle these leads! If desired, services are available to handle these leads for you See next page

32 ORDER NOW BUTTON ON BMWUSA.COM. CONSUMER CALL TO ACTION ENABLES A 30-MINUTE TURNAROUND. Leads will be tracked via DCSNet: Leads will count above the line on Balanced Score Card Lead Tracking Report available to dealers in istar program Tracking refreshed every 5 minutes Optional Concierge Service offered by Trilogy to manage these and/or other incoming lead types: Available hours are 900a-1000p EST, 7 days per week Do not have to be enrolled in Trilogy SmartLeads to take advantage Opt in or out at any time $2.25 per lead Contact Kim Irwin at or Kim.Irwin@smartleads.trilogy.com

33 UPCOMING CUSTOMER COMMUNICATIONS. THE FOLLOWING PIECES PROMOTE THE BMW TWO PAYMENT WAIVER AMONG CURRENT BMW DRIVERS. BMW FINANCIAL SERVICES COMMUNICATIONS: purl s, statements, Lease End communications (within 6 months) Promotes Two Payment Waivers for FS customers TWO PAYMENT WAIVER PROMOTION Sent 30 days from Lease End Sent by BMW NA on dealer s behalf Click-to-call originating dealer TWO PAYMENT WAIVER PROMOTION Available for dealers to print or Post on Service Drive or in Service Loaner vehicles Staple to Repair Orders and Parts Counter tickets See Marketing Central for assets

34 UPCOMING CUSTOMER COMMUNICATIONS. THE FOLLOWING PIECES ARE GOING OUT TO BMW CUSTOMERS IN FEBRUARY AND BEYOND. G12 TELL ME MORE STREAM Sent to G12 Handraisers; focuses on technology and features G12 CLOSED ROOM DIRECT MAIL Sent to Closed Room attendees and highly qualified conquest prospects; 7 Series awareness and excitement X1 MONTHLY CONQUEST Sent to general conquest targets; reviews reasons to buy BMW SAV lineup, especially all-new X1 BMW ULTIMATE BENEFITS QUARTERLY PARTNERSHIP Sent to current BMW owners, by segment; promotes the Ultimate Benefits available to each segment based on vehicle purchased BMW i8 DECONSTRUCTED DIRECT MAIL Sent to highly qualified conquest prospects (Maserati, Porsche, Tesla, Lamborghini, Ferrari, McLaren) and M6 owners from 2010; focuses on technology and features, promotes dealer contact for test drive FPO

35 DEALER TEMPLATE OVERVIEW. THE FOLLOWING PIECES ARE AVAILABLE ON MARKETING CENTRAL FOR YOUR DEALER TO CUSTOMIZE AND SEND OUT. General 3er Upsell 5er Upsell Download Assets Here: Marketing Central > Campaigns > BMW Loyalty Two Payment Credit