He recognizes the particularities of our automotive market, even if he hasn’t been here very long. “It’s the same for every country. I’m happy that I got to learn that fact during my various postings.” Naturally, Jung acknowledges the success of the 3 Series in Canada. Our country is also the biggest market worldwide, per capita, for M series models. However, he admits that the 7 Series here isn’t particularly successful. “We’re missing a large sedan to rival the S Class, but it’s coming,” he noted.
He is counting a lot, in fact, on the imminent arrival of several new models to satisfy customer demand: the X5 M and X6 M this fall, two new 7 Series models, the 750i xDrive and 760i powered by potent 6.0-litre V12s, the surprising 5 Series GT, which the manufacturer avoids calling a hatchback (even if it is one!), the small MINI Crossman SUV, for which Jung sees huge potential in Canada, and finally the X3 2.8, a model with a smaller engine destined exclusively for our market and designed to make this SUV more affordable and thus more competitive in the face of the Mercedes GLK.
“Like elsewhere in the world, consumers in Canada are price-sensitive. A car can be outstanding in all aspects, but if it’s too expensive it won’t sell,” admits the new head of BMW Canada. “Currently, financing is the name of the game.” To kindle buyer interest, the automaker must also fine-tune its marketing strategy by offering attractive financing rates, reduced monthly payments, enticing packages and accessories, etc.
Customer satisfaction is also achieved through the dealers, and Jung would like to make changes there too. “We currently achieve higher customer satisfaction levels in the U.S. than in Canada. Not so long ago, the demand for BMW products was higher than the supply. But the opposite is true today. Logically, this should help our dealers pay more attention to customer expectations.” In other words, better to fix the problem reported by a BMW owner on the first visit! As Jung says, after all, “a BMW is recognized as sporty and dynamic. Driving being an emotional thing we must treat our consumers accordingly!”
In keeping with this thought, since his arrival in April, Jung has visited 90% of his dealers. “It’s important to visit each dealership and shake the hand of each businessman who manages it. It’s a stimulating exercise where you learn a lot of important things about the efficiency of our company’s methods and naturally about the products themselves – those that sell well and those that don’t, but also those that dealers would like to be able to offer, even if their wishes are realistic or pure fantasy.”
Keeping an open mind ensures that the addition of new products can be considered. Thus, Franz Jung isn’t dismissing the idea of launching of a diesel-powered MINI in Canada, or a five-door BMW Series 1 through 3. “We need to study the market and see what business case there would be for those models. I can’t make promises yet.”
photo:Matthieu Lambert
He is counting a lot, in fact, on the imminent arrival of several new models to satisfy customer demand: the X5 M and X6 M this fall, two new 7 Series models, the 750i xDrive and 760i powered by potent 6.0-litre V12s, the surprising 5 Series GT, which the manufacturer avoids calling a hatchback (even if it is one!), the small MINI Crossman SUV, for which Jung sees huge potential in Canada, and finally the X3 2.8, a model with a smaller engine destined exclusively for our market and designed to make this SUV more affordable and thus more competitive in the face of the Mercedes GLK.
“Like elsewhere in the world, consumers in Canada are price-sensitive. A car can be outstanding in all aspects, but if it’s too expensive it won’t sell,” admits the new head of BMW Canada. “Currently, financing is the name of the game.” To kindle buyer interest, the automaker must also fine-tune its marketing strategy by offering attractive financing rates, reduced monthly payments, enticing packages and accessories, etc.
 |
| On July 8, 2009, BMW Canada's new president, Franz Jung, invited a few Canadian automotive journalists from Montreal to share a discussion on the industry and BMW's successes. |
Customer satisfaction is also achieved through the dealers, and Jung would like to make changes there too. “We currently achieve higher customer satisfaction levels in the U.S. than in Canada. Not so long ago, the demand for BMW products was higher than the supply. But the opposite is true today. Logically, this should help our dealers pay more attention to customer expectations.” In other words, better to fix the problem reported by a BMW owner on the first visit! As Jung says, after all, “a BMW is recognized as sporty and dynamic. Driving being an emotional thing we must treat our consumers accordingly!”
In keeping with this thought, since his arrival in April, Jung has visited 90% of his dealers. “It’s important to visit each dealership and shake the hand of each businessman who manages it. It’s a stimulating exercise where you learn a lot of important things about the efficiency of our company’s methods and naturally about the products themselves – those that sell well and those that don’t, but also those that dealers would like to be able to offer, even if their wishes are realistic or pure fantasy.”
Keeping an open mind ensures that the addition of new products can be considered. Thus, Franz Jung isn’t dismissing the idea of launching of a diesel-powered MINI in Canada, or a five-door BMW Series 1 through 3. “We need to study the market and see what business case there would be for those models. I can’t make promises yet.”
photo:Matthieu Lambert
Article Gallery