BMW 6-Series Gran Coupe priced higher than Audi A7 and Mercedes-Benz CLS!

2012 BMW Gran Coupe front angle

BMW unveiled the 6-Series Gran Coupe this month. The new car is hailed as a serious rival to the Audi A7 Sportback and the Mercedes-Benz CLS. Now, a bimmertoday.de has some how managed to get hold of the pricing of the new BMW product and we aren’t quite perplexed by the numbers. BMW does not seem to have any plans to price the new four-door coupe aggressively compared to its rivals. Instead, BMW has gone chosen a premium approach when it comes to pricing.

Audi A7

This isn’t new if you compare their overall market strategy. BMW products aren’t always the cheapest but, even an entry-level car from the Bavarians offers a premium experience and driving pleasure. Having said that, it does not mean that their rivals aren’t offering exclusivity. From a marketing point of view, a product that is priced higher will being in low volumes but at the same time it’s more exclusive. That is exactly what could be in BMW’s mind. If the folks at bimmertoday.de are right, then the 6-Series Gran Coupe will be priced at a premium compared to the competition.

The base 640i with 3.0 litre straight-six cylinder gasoline engine that puts 320 bhp is priced at EUR 79,500 while the base diesel variant with a similar capacity oil burner and 313 bhp on tap will set you back by a heft EUR 83,000 and that’s not all. The top-of-the-line petrol V8 model dubbed the 650i with 450 bhp from its twin-turbocharged engine will cost EUR 92,600 and the model with four-wheel drive will be almost EUR 100,000!

Mercedes-Benz CLS 63 AMG

Compare these figures with the Audi A7 and the Mercedes-Benz CLS and the extent of the premium charged by BMW is evident. A base Audi A7 in Germany costs EUR 48,900 while the model similar to the 640i powered by a 3.0 litre petrol engine costs just EUR 58,600. Even the new Mercedes-Benz CLS isn’t that expensive when compared to the Gran Coupe. The CLS 350 costs just EUR 64,617 which is higher than the Audi A7′s price but way cheaper than the bimmer. Even the hardcore CLS 500 has a price tag of EUR 80,563.

With such a high pricing, is BMW trying to eat into market share of other premium brands like Porsche Panamera? Whatever the reason BMW is known to play their cards in a unique way every time and this is yet another example of how the car maker deals with the competition. All said, we do expect the Gran Coupe to come to India and then it will a different ball game altogether.

Via Bimmertoday

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