Used car corner

Five questions to... James Crichton

There has always been a booming secondhand car market in the UAE, thanks mainly to the high turnover of expats. What can be difficult to find, however, is a used car that will be just as reliable as a new one, which is why BMW set up its Premium Selection programme. Launched in August 2006, it offers quality secondhand cars to people across the region, explains James Crichton, Sales and Marketing Director of BMW Group Middle East.

How did you come up with the idea of the BMW Premium Selection programme? It is BMW's global used car programme set up to offer customers in the used-car market peace of mind motoring and reassurance as if they were purchasing a new vehicle.

What are the pros and cons? The strong points are that the programme is reserved exclusively for used BMW vehicles that meet very strict criteria. Each vehicle must be less than five years old, have a mileage of less than 100,000km, and have a BMW importer service history. They then go through a comprehensive 75-point technical check. Every vehicle also comes with a one-year manufacturer's warranty, which brings further peace of mind that they not only have the best offer available in the premium used-car market but also a service warranty.

The main weak point is that while AGMC and Abu Dhabi Motors accept all BMW trade in vehicles, not all of them will qualify for the BMW Premium Selection programme. However, we will still sell all trade-in cars that are in a suitable resale condition.

Are there any rules or regulations? There are strict global practices that require a lot of investment in terms of finance, equipment, staff, training and showroom floor space. Eight of our importers across the region have invested in the programme, with seven setting up dedicated showrooms.

How has the programme been received? We are receiving extremely positive feedback from customers and our importers. Since it became operational in September 2007, we have sold 1,882 cars. Interestingly, we saw a spike in regional BMW Premium Selection sales in the fourth quarter of 2008 confirming the attractiveness of our offering during a period of economic slowdown.

How will clients be motivated to buy a used car at a time when they are facing incentives and financial facilities to buy new cars? We have to remember that a premium car purchase, like all luxury items, is rarely a purchase of necessity. That being the case, there remains a very strong premium car culture within the Middle East. What BMW Premium Selection offers is affordable luxury at a time when disposable incomes are perhaps not as high as they once were.

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