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      08-10-2013, 10:49 AM   #1
Jason
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Post BMW Expects to Sell i8 to Many 35+ Year Old High Earning Tech Savvy American Men

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BMW Expects to Sell i8 to Many 35+ Year Old Tech Savvy American Men
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Who will be buying the upcoming BMW i8 hybrid sports car? BMW believes that the largest markets for it will be the U.S., UK, Germany and France. The car will be sold in approximately 50 countries worldwide.

"The U.S. will be by far the largest sales market for the i8," said Hendrik Wenders, the i8's product manager, to the Automobilwoche publication.

Wenders says that the i8's target customers are high-earning, technology savvy males who are 35 years old and up.

The production i8 will make its world debut at the upcoming Frankfurt IAA show next month, followed by its market launch in approximately 9 months time, where it will have a simultaneous rollout at dealerships worldwide.

But, like the i3 electric city car, the i8 also will be sold online (in addition to dealerships).

Wenders said the automaker is still discussing whether i8 customers will be offered their choice of another BMW model if they are planning a long journey. As part of BMW's 360 Degree Electric service program, i3 owners can borrow a 5 series for the weekend.

For full details of the i8, see BMW i8 Official Specs (Prelim) Released Ahead of Frankfurt Debut


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      08-10-2013, 10:59 AM   #2
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"Wenders said the automaker is still discussing whether i8 customers will be offered their choice of another BMW model if they are planning a long journey. As part of BMW's 360 Degree Electric service program, i3 owners can borrow a 5 series for the weekend."

It's nice for them to offer another car for long journeys, but this is exactly why I disagree with plug-in hybrids and EVs. Normal hybrids are the way to go..
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      08-10-2013, 03:36 PM   #3
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I <heart> i8!
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      08-10-2013, 03:53 PM   #4
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Makes sense. Car and Driver is guessing 125k for a price. Not many under 35 will be able to foot that.
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      08-10-2013, 03:57 PM   #5
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I still think this thing is ugly.. Bring the 8 series back in make it a hybrid.
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      08-10-2013, 03:57 PM   #6
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i wonder what BMW thinks "high-earning" is? $100k, $150k, $200k+ ?
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      08-10-2013, 04:13 PM   #7
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I think BMW is dead wrong. Not sure how they compile these statistics or what kind of research they have done in order to help them define their target consumer. This press release/article seems like nothing more than a clever way to get said target demograph 's attention and maybe garner additional interest in the product. But for these 35+ year olds to actually cough up the money, and leap frog other much more qualified and technologically sophisticated "dream" sports cars will prove very difficult in my opinion.


How many of these are they planning on selling anyway?
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      08-10-2013, 04:15 PM   #8
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No performance and no practical usability. Sadly, the i8 is going to flop.

For the same or less money, buyers can have a GT3 (2x performance) or M5 (2x usability). And if it's electric a buyer is really after, Tesla has put the i8 to shame before its even been released.
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      08-10-2013, 04:36 PM   #9
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Sounds like the target market for any BMW M product :
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      08-10-2013, 04:46 PM   #10
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Will be a hit in liberal areas like DC and SF and places where ppl need attention. Car enthusiasts will ignore this release.
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      08-10-2013, 05:10 PM   #11
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Quote:
Originally Posted by matt_335Ci
i wonder what BMW thinks "high-earning" is? $100k, $150k, $200k+ ?
My guess--household incomes of 500k for a $125k car with limited practicality.
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      08-10-2013, 05:11 PM   #12
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Quote:
Originally Posted by JAM3S
Will be a hit in liberal areas like DC and SF and places where ppl need attention. Car enthusiasts will ignore this release.
+1.. This will sell in so cal no doubt
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      08-10-2013, 05:26 PM   #13
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oh so you mean facebook/apple/tesla engineers in silicon valley? Nope they already bought the Tesla S
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      08-10-2013, 05:28 PM   #14
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Quote:
Originally Posted by JAM3S
Will be a hit in liberal areas like DC and SF and places where ppl need attention. Car enthusiasts will ignore this release.
This.... Is pretty much reality.

And I mean its not even the 3 cylinder that kills it for me. Its those damned batteries. I mean they have to weigh as much as that husky RINO from New Jersey. If it were just a 3 cylinder in a car that weighed say 2,700 lbs. I'd be all over that.
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      08-10-2013, 05:39 PM   #15
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For that money I am in a brand new 911GT3.
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      08-10-2013, 05:42 PM   #16
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Quote:
Originally Posted by nmehta211
Quote:
Originally Posted by matt_335Ci
i wonder what BMW thinks "high-earning" is? $100k, $150k, $200k+ ?
My guess--household incomes of 500k for a $125k car with limited practicality.
I was going to guess a $400K household, but when I see new M3 leases going to people that earn far less than it costs while living in an apartment, you never know. Financially dumb people are always creating the flyer on the statistical model for what they can afford.
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      08-10-2013, 05:50 PM   #17
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A difference between the Tesla and the i8 is that you don't HAVE to search out a charging station when things get low on the i8, whereas, if you don't with the Tesla, you'll be waiting at the side of the road for a tow.
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      08-10-2013, 05:55 PM   #18
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Quote:
Originally Posted by matt_335Ci View Post
i wonder what BMW thinks "high-earning" is? $100k, $150k, $200k+ ?
Household income minimum should be at least 400k IMO to be able to really afford a toy like this. Of course you can buy it no problem with less than 300k household income, but I don't think that is wise.
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      08-10-2013, 06:00 PM   #19
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If it will come with an inline 6 RWD (even AWD as an option) or a 4CYL with a similar power like the AMG 2.0 with over 350 HP, I will be very interested.

I think BMW has a winning car but the wrong power plant.
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      08-10-2013, 06:06 PM   #20
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Quote:
Originally Posted by surlynkid View Post
I was going to guess a $400K household, but when I see new M3 leases going to people that earn far less than it costs while living in an apartment, you never know. Financially dumb people are always creating the flyer on the statistical model for what they can afford.
Maybe in Texas where you can get a apartment for $400 a month, a decent apartment out here is 3k. I rather get a Tesla, this car makes me sleepy.
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      08-10-2013, 06:13 PM   #21
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GT3 is not so great as a DD, and for going from home to the office you might not need the extra space from the M5.
This car will have road presence and the fuel consumption is quite low. Decent performances too
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      08-10-2013, 06:14 PM   #22
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Quote:
Originally Posted by surlynkid
Quote:
Originally Posted by nmehta211
Quote:
Originally Posted by matt_335Ci
i wonder what BMW thinks "high-earning" is? $100k, $150k, $200k+ ?
My guess--household incomes of 500k for a $125k car with limited practicality.
I was going to guess a $400K household, but when I see new M3 leases going to people that earn far less than it costs while living in an apartment, you never know. Financially dumb people are always creating the flyer on the statistical model for what they can afford.
Just an FYI: living efficiently is "in". Don't discount people finding higher value in other investments than a mortgage. Lots people still sunk in a home purchase that'll take years to turn into a good investment if ever (you know who you are and it hurts).

I understand your point but times are different. 350 sq/ft flat and putting savings into company matched 401K or better plus minimal utilities might not impress the neighbors but people might not be as broke as it looks. I wouldn't entirely discount BMW's target audience and would suspect the low end would be a small number of people.

Nick
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