BMW Delays 2011 X3 US Launch

BMW will delay the launch of the new X3 on the US market in order to perfect a new system designed to encourage buyers to custom-order the crossover to their specifications, says Jim O'Donnell, president of BMW of North America. The delay can take up to 6 months, which means that the redesigned X3 will probably hit showrooms in mid-2011.

This means that the US-built X3 will first be launched in Europe, which is rather ironic. In the past, BMW launched American-built cars, such as the X5, in the United States before introducing them in Europe. This move will also affect the engine line-up, as it will allow BMW to offer up to four engine variants at launch, making lower-priced versions available from the outset. Engines could include a four-cylinder gasoline and a diesel, O'Donnell says. BMW will decide by year end whether to offer a six- or four-cylinder diesel.

The new X3 will no longer be produced at the Magna Steyr in Austria, but in BMW's Spartanburg factory, where an assembly hall is being constructed. The new flexible plant allows dealers and customers to push custom orders and to make changes to their orders up to five days before assembly begins.

"Several years ago, we discussed this customer-ordering concept. It is very difficult to do if you are producing cars in Europe and shipping them here," said O’Donnell. This program will be launched to the dealers next October. O'Donnell thinks customers who special-order tend to add several thousand dollars in options.