New franchisee slashes BMW prices

The prices were announced at a press conference to mark the launch of the new BMW 1 Series.

By AVI SHAULY, DUBI BEN-GEDALYAHU/GLOBES
BMW M5 521 (photo credit: Reuters)
BMW M5 521
(photo credit: Reuters)
Ford and Mazda importer Delek Automotive Systems Ltd., which recently bought BMW importer Kamor Motors, intends to sell Minis and BMWs for up to NIS 235,000 less.
The Mini Cooper S will now cost NIS 180,000 instead of NIS 240,000; the BMW i528 will cost NIS 398,000 instead of NIS 485,000; and the BMW 650i Coupe will be reduced from NIS 955,000 to NIS 720,000, Delek Automotive Systems, which is controlled by CEO Gil Agmon, said Monday.
The prices were announced at a press conference to mark the launch of the new BMW 1 Series. The event was held at Delek Auto’s premises at Moshav Nir Zvi.
“The partnership is a win-win situation,” Agmon said. “2012 will be a good year for Delek Auto... For years, we dreamed of marketing these cars. We’ll turn BMW into the number one premium car in Israel, with the most sales. We’ll take the championship; the rules of the game will change.
“The list price will be the real price, and the days of the bazaar are over. Every customer will know what he is getting and how much the customer next to him paid. These are not sale or market-launch prices. These are our prices. In the past, BMW was considered a top brand that was completely inaccessible, and we’re bringing it to the Israeli customer.”
Delek Auto vice president Shahar Shemesh said the company is planning to invest heavily in infrastructure.
“At the La Guardia intersection [in Tel Aviv] we’ll build two towers where we will place the flagship showrooms on the 14th and 15th floors for our luxury cars and motorcycles,” he said.