Automotive importers on the Romanian market are becoming increasingly aggressive in an attempt to grab as big a slice of the sales as possible. Whereas the only thing one needed to sell a car five years ago was to make sure it was in stock, importers are now investing a lot of cash in promotion, as well as in the development of well-rounded service packages.
The most recent examples in this regard are Automobile Bavaria and Porsche Romania, that is the local importers of the brands held by German BMW and Volkswagen groups.
They officially launched the two compact class models at the end of last week, during major events.
Automobile Bavaria introduced the BMW Series 1 model, which will be officially unveiled at the Auto Show in Paris. With a tax exclusive price of 16,900 euros to 20,900 euros, BMW Series 1 represents the entry of the German deluxe carmaker on the compact class segment.
Available in three options (1.6 and 2l engine running on gas and 2l diesel engine), BMW Series 1 will sell more than 40 units this year, Automobile Bavaria representatives say.
Automobile Bavaria last year sold 428 cars, and expects to sell 800 units this year.
Porsche Romania in its turn launched the Sportback version, which complements its Audi A3 range. Retailing from 16,700 euros tax exclusive, the newest A3 model will sell 100 units this year, the importer estimates.
A3 Sportback comes in three versions, two of which equipped with engines running on gas and one with a diesel engine. It will be purchased, Porsche Romania officials say, by independent women, wealthy young men who appreciate sportsmanship and want to stand out in the crowd or wealthy parents that want to buy a safe car for their children.
Porsche Romania sold more than 14,000 vehicles last year, almost 800 of which were Audis. It sees sales figures reaching 16,000 units in 2004, 900 of which will be Audis.
Autoitalia, the importer of Italy's Fiat group, had a different idea of what a model launch is. The company started selling the mini class Fiat Panda model equipped with a 1.3l Multijet engine by a series of road-show events in various cities across the country that are due to begin soon and last until early next month.
The actual sale of the vehicle in question does not mean a car importer or dealer has stopped spending. More and more importers are now working on post-sale services to ensure customer loyalty.
Renault Nissan is due to commence such a programme this week, called "Laguna 5 stele" (Five-star Laguna) card, which allows for an extension of the warranty period, replacement vehicle while the vehicle purchased is in the shop for repairs and non-stop free technical support. Renault Romania sold 10,000 vehicles last year and plans to sell 11,000 units this year. ionut.bonoiu@zf.ro
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