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In attempt to lure more buyers to purchase diesels from the German automaker, BMW’s contemplating lowering the price of both its 335d and X5 xDrive35d models.
Currently, the twin-turbocharged inline-six diesels command approximately $4000 over their gas-fed siblings. Although BMW is presently offering incentives on the 3-series and X5 diesel models, it’s considering permanently slashing the premium in half. BMW of North America CEO Jim O’Donnell tells The Detroit Bureau that a $2000 premium could now be absorbed by the customer within 36,000 miles of driving.
BMW admits to experimenting with the price point, and has realized they can make up the higher costs of the new powertrain through volume – although diesels aren’t exactly the most popular engine choice here in North America. O’Donnell suggests that the next-generation 3-series diesel offering could gain all-wheel-drive in an attempt to appeal to a wider audience. BMW is banking on diesel characteristics of durability and residual value to entice American buyers.
Source: The Detroit Bureau
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