BMW slashes M3 Pure pricing as sales war with AMG continues

BMW’s aggressive pricing strategy for M Division cars has paid off in early sales results, but the brand still lags behind arch-rivals Mercedes-AMG.

The latest M Division car to have its price slashed is the M3 Pure, with a limited drive-away offer of $119,900.

The cheapest member of the M3 family usually has an MLRP of $129,900.

M3 sales are up 14.3 percent year-to-date compared to 2017, and up 44.4 percent compared to the same month last year with 64 sales in February.

However, the M2 – priced at $93,300 for the Pure, and $99,900 when equipped with a DCT transmission – remains the most popular M product in Australia.

Despite growing sales for BMW’s performance sedan, it is struggling to match the C63, which Mercedes-Benz tells Wheels outsells the M3/M4 three-to-one.

That said, it’s not exactly comparing apples with apples, given that the C63 is offered in a popular wagon form as well as the coupe, sedan and Cabrio versions that tally up to M3/M4 models. A Mercedes-Benz spokesperson estimated the company sells on average 150 C63 variants each month in Australia.

Sales figures supplied to Wheels by BMW Australia shows BMW sold 53 M3 and M4s (coupe and convertible) in February this year.

A total of 12 M4 sales for the month represented a 40 percent downturn compared to February 2017.

A BMW Australia spokesperson says the company’s keen prices helps boost sales, while letting the product speak for itself.

“I think the aggressive pricing strategy we have pursued locally, first with M140i then with M3 Pure and flowing onto the M5 at under-$200K, is paying dividends and making M more accessible, with no dilution of performance the key,” they told Wheels.

The Mercedes-Benz Australia spokesperson explained the performance sedan market is not driven primarily by price, with customers instead preferring to buy on features and specifications

BMW’s M Performance models have been a highlight for the company locally, with 72 cars from the range being sold in February.

The M Performance range includes the M140i (28 sales), M240i (30). M760Li (1), X5 M50d (7), and x6 M50d (6).

M3 CS and X3 M40i will go on sale locally later this year, and will likely further boost BMW Australia’s sales figures. But it remains to be seen if the company can match their German performance rivals.