Heavy Rollers

THE LUXURY car market has hit the road running with sales in the industry burning rubber over the last six months. Luxury vehicles such as the BMW, Audi and Mercedes are racking up sales and tugging at deep pockets.  But newcomers Jaguar and Lexus are keeping their eyes on the competition. A press advertisement being put out by Bavarian Motors, the local BMW dealers,  named the BMW line of cars as the number one vehicle in the country last month, something that analysts say is going to become the norm in a small market. Last week, the company launched its BMW 3 series at MovieTowne. Bavarian Motors, which recently forked out money to revamp its showroom on Phillips Street,   has claimed sales of 68 BMWs for the last six months, while the Lexus, having been introduced only six months ago, with a price hefty tag doing five units. Officials at Sterling Services, the dealers for Mercedes Benz, said sales looked good but chose not to divulge their sales figures.

The sleek executive look of luxury vehicles, the smell of leather seats and the knowledge that you are in one of the safest, most beautiful vehicle that was ever created, is a feeling second to none. This though comes at a price. Southern Sales’ Director Reyad Ahamad explained that the Audi, which  was named the number one luxury car in the US in the Auto Week magazine, is the best luxury for money. With its high level of safety and sporty look, it carries a price tag ranging from TT$289,000 to TT $980,000. Ahamad explained that the Audi comes in A4 costing between $289,000 - $320,000; A6 between $350,000 - $370,000 and the company’s flagship vehicle the A8 at $980,000. The A8 features an aluminum body, new Multi Media Interface System, adaptive suspension, advance key system, leather-trimmed seats and eight or ten air bags. Ahamad explained that sales has been down by 25 units, compared to 72 last year. This year 47 units were sold up to July.

The drop in sales has been attributed to the high exchange rate of the Euro currency and the loss of the A3 model. Another company, Imperial Motors, will be bringing down Volvo, Land Rover, and Jaguar. Toyota also has its eye on the high end of the market. Lexus, the flagship of the company, described as the “car with the least defects” by Toyota’s representatives here, is also looking to rev up its sales. Toyota’s Sales Executives John Andrew Singh named the Lexus motorcar the “supercar” of the century. He noted that Lexus, which was developed 10 - 12 years ago was ranked the number one luxury vehicle, and has topped the list of cars with the least defects. He explained that the vehicle was developed using the best and most efficient parts from other luxury vehicles of its time. Some of these parts were modified, while others were used as they were, he said.

Singh explained that before the shell of the vehicle was designed, the chasis had over 10,000 km on it, which showed, he said, the type of rigorous testing done to ensure maximum use and safety. With a price tag starting at TT$375,000 and going all the way up to $1 million, the Lexus is giving other luxury stalwarts a run for its money.  Toyota’s other luxury vehicle, Avensis, starts at $225,000, and has caught the market’s eye. Acccording to the BMW’s ads, its vehicles outperformed the competition in the luxury passenger segment with sales of 68 units at the end of July. The company attributed its success to its fresh new management team, continuous training and an entire culture change directed towards customer service. In an effort to stay ahead, the company recently contracted BMW Service Consultant Manfred Vogt on a one-year contract from May, to conduct technical training in order to improve the level of customer service being offered.