The company reported total sales for the past month of 15,805 vehicles, as year-to-date sales volume amounts to 30,119, down 26.6 percent from the figures registered in the same period of 2008. The worst performer in the group's portfolio was BMW light truck segment, which registered a 31.1 percent drop.
"February was another downer for the whole market even though it was filled with compelling buys," Jim O'Donnell, BMW of North America president said. "While we assume our sales will be affected by the overall economic environment like others, we're now entering a period of a large number of returning lease customers and it's our challenge and opportunity to put them in a new BMW in the coming months and continue to increase our share of the premium market."
The company does have reasons for hope. February sales surpassed the ones in the first month of 2009 by 36 percent. It is a trend we are likely to see industry wide. Even if the figures are still down compared to 2008, the mild increase seen over January gives manufactures a breath of fresh air.
"In February, sales were up 36 percent compared to January 2009 and we're now seeing some who had been on the sidelines putting their feet back in the water shopping for cars as evidenced by increasing website traffic and online configurations being sent to dealers."
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