BMW has set a target to increase the brand's annual vehicle sales in the U.S. by 25%. In an interview with Automotive News Europe, U.S. chief Ludwig Willisch said that it hopes for the BMW brand to sell 300,000 units in the U.S. in the mid-term. He wouldn’t say a particular year of when BMW expects to attain its goal but he is confident that the company will be able to achieve this due to a refreshed model lineup that will feature the new-generation 3-series sedan beginning in the early part of 2012 that’s likely to have the X1 small crossover.
Insiders said that the goal to reach 300,000 in annual sales is expected to be achieved in 2013/2014. Ian Robertson, BMW head of global sales and marketing, anticipates success in the U.S., the world's second-largest market. Robertson had said that BMW seeks to be the top premium brand in the U.S. starting in 2011. He pointed out that year to date, BMW is ahead of Mercedes in the U.S., a position that it aims to defend.
From the start of 2011 through November, BMW's U.S. vehicle sales grew by 12% to 221,073 units. Meanwhile, Mercedes's volume climbed by 12% to 219,491. Willisch also said that BMW's target to sell 240,000 units in the U.S. this year is a marked increase from 220,113 units sold last year. Both BMW and Mercedes are seeking to overtake Lexus, which was at the top of annual U.S. luxury sales for the last 11 years. In the first 11 months of the year, Lexus had been able to sell 201,769 units in the U.S.