EnI
Piston Pioneer
Since everybody is trying to copy BMW's sportiness, are you somehow going to change the brand positioning to stay ahead?
Panke: No, we are going to stick with our positioning as the most dynamic & the sportiest premium brand. We are not aiming to produce the most comfortable cars in the class. Therefore for example we have made the most dynamic and the most successful AWD system (xDrive) among premium car makers.
Are you going to join the "HP war"? E.g. rightnow BMW offer no alternative to Mercedes-Benz S63.
Panke: You are right: we have no M-version in the 7-series model line - but in the US there are many people wondering why not. This is the subject we'll have to deal with in the future. But no decision have been taken yet. I also think that in the future the "Powerplay" will not be only about the HP numbers.
Can you tell us something about the new Crosover positioning?
Panke: The Crossover and the RFK Concept are the vehicles that follow the trends / development in the society / lifestyles. Today there are no such segments established yet for such a vehicles. The Crossover features the AWD technology from the new X5. It also combines characteristics of a sporty 4-door coupe-shaped vehicle with a higher driving / seating position. The biggest market for this vehicle will be the US, but the vehicle will be sold worldwide.
Is a RFK direct competitor of MB R-class?
Panke: RFK's characteristics are induvidual cabin space and versatility. We are not aiming either for providing as many seats as vehicle's cabin can take, or offer a space for transporting e.g. two refrigerators or two rubber trees at once. We are aiming to offer more individual space than any vehicle in the market.
Will the price for this vehicle be in the 7-series range?
Panke: We see more market potential in the 5er / 5er Touring range, not in the 7er's range.
Is there any room for a BMW vehicle between 7er & Rolls-Royce?
Panke: A top-end 7er with all the possible equippment is already in the 180.000 Euro price range. The price for RR Phantom is aprox 380.000 Euros. So there is a room for a vehicle in the 250.000 Euro range. But I do not think this vehicle will wear a BMW badge.
What about the sports car segment?
Panke: We were present in that segment with the Z8 roadster, but now we are not present there anymore. We have to answer the question how to offer something more permanent in this segment in the future, not only a one-generation teasing car.
