75% of BMW 2 Series Active Tourer buyers will be new to BMW

BMW has revealed that they expect three out of every four buyers of the new, FWD, BMW 2 Series Active Tourer will be new to the brand.

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The new BMW 2 Series Active Tourer – BMW’s front wheel drive small family mover – went on sale in the UK in May and looks set to take on the Mercedes B Class and bring new buyers to the BMW brand.

BMW say they are expecting around three quarters of all buyers of the new 2 Series Active Tourer will be new to the brand, which is a big opportunity for BMW.

BMW purists may bemoan the front wheel drive setup as a betrayal of all BMW stands for (although you will be able to get xDrive 4WD versions), but for BMW it’s a very pragmatic way to go.

Launching a family-focused small stuff mover like the 2 Series Active Tourer will expose a whole new wave of buyers to BMW, buyers who may well go on to explore more of BMW’s products as their needs change.

Based on the same platform as the new MINI, the new 2 Aeries active Tourer will get a selection of BMW”s smaller petrol and diesel engines, the option of xDrive 4WD on some models and, before too long, is expected to spawn a seven-seat version to move even more children around.

And with buyers still looking for smaller, more efficient cars, the 2 Series Active Tourer is entering a market that is expected to grow significantly in the coming years – far more so than the ‘Premium’ market in general.

We’re expecting the new BMW 2 Series Active Tourer to be a real success for BMW, and if it does that on the back of a whole raft of new buyers for the brand, so much the better for BMW.