Compact BMW aimed at younger car buyers

The Jakarta Post, Jakarta

Carmaker PT BMW Indonesia launched on Thursday its BMW 1 Series hatchback, opening a new market in the premium compact car segment.

While most BMWs are classic sedans, the company said that the latest model was aimed at setting a new benchmark in its class and was expected to be popular among a younger group of customers.

"We realize that to strengthen our position in the premium segment, we can't rely on our loyal customers," said PT BMW Indonesia president director Josef Honsel. "Instead, we have to look for a new target group."

The provision of Bluetooth wireless connections and/or compatible plug-in connecters for an iPod to play MP3 tracks are other features that could lure younger buyers.

"The internet and gadgetry are a great combination," said vice president of sales and marketing Harald Mayer. "It is reflective of our modern, dynamic, mobile, sporty customers for whom multimedia items are a constant companion."

Although four types are available worldwide -- the BMW 116i and BMW 120i with gasoline engines and the BMW 118d and BMW 120d with diesel engines -- only the 120i has entered the Indonesian market.

The car, which was first launched in Europe last September, is offered at Rp 435 million (US$46,880). After the launching, a total of 39,247 units of 1 Series had been sold worldwide.

However, Honsel declined to speculate on the company's sales target for the 1 Series in Indonesia. "You know, we don't talk about targets."