BMW expects 75% conquest rate for new 2-Series Active Tourer

Article by Christian Andrei, on July 22, 2014

Three of four buyers of the BMW 2-series Active Tourer minivan is expected be new to the brand. Frank Niederlaender, head of product management for BMW’s lower model range, told Automotive News Europe that the Active Tourer will have a conquest rate of around 75 percent.

The carmaker expects the 2-series Active Tourer to capture buyer who would otherwise purchase vehicles like the Mercedes-Benz B class or Volkswagen Touran.

BMW introduced the minivan with an aim of attracting younger families, who typically would remain as customer as they get older. BMW is expecting demand for luxury compact cars to accelerate over the next 10 years faster than for the overall luxury market.

BMW will roll out the 2-series Active Tourer in Europe in September at a starting price of EUR27,200 in Germany. Sales will then follow in China in January 2014 and in the United States early next year.

The 2-series Active Tourer is underpinned by the UKL platform that also underpins the latest-generation Mini. According to Niederlaender, developing a sporty minivan despite the lack of rear-wheel drive was easier thanks to knowledge gained from the Mini brand.

He noted that BMW has gained over 10 years in experience front-wheel-drive cars thanks to Mini. The BMW 2-series Active Tourer minivan will be made availed offer with three gasoline and three diesels engines in Europe.

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