BMW's dealer boss Kirk Cordill believes the brand should consider adding a larger SUV to its lineup to compete with established players like the Cadillac Escalade and Lincoln Navigator in the luxury full-size SUV segment. The current BMW portfolio has seen record sales in the US, driven by popular models such as the X3, X5, and X2.
Cordill thinks an even bigger SUV would allow BMW to challenge the market leaders and take a larger share of the US market. However, he also notes that the brand's existing lineup is strong and there is still room for growth in certain segments.
The luxury full-size SUV segment is dominated by established players, but there is potential for new entrants to gain traction. Alpina, BMW's performance division, could be a good fit for a larger product, according to Cordill.
He expressed enthusiasm for upcoming Alpina products and believes the X9 would be a strong contender in the market. The US market's appetite for ever-larger trucks suggests that a bigger SUV from BMW could find success.
With record sales under its belt, BMW is well-positioned to capitalize on this trend. However, it remains to be seen whether the brand will take Cordill's advice and add an even larger SUV to its lineup.
The decision would require careful consideration of market trends, consumer demand, and production capabilities.
A larger SUV from BMW could be a game-changer in the luxury full-size segment, but it would need to meet high standards for quality, performance, and features to compete with established players like Cadillac and Lincoln. The brand's success will depend on its ability to execute this strategy effectively.
