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BMW launching -- technology to improve athlete performance coinciding with the automakers official -- -- role in the 2012 Olympics automotive partner.
Here to discuss Olympic marketing campaign and the future of luxury auto sales of BMW North America CEO.
-- big village thank you so much for joining us today my -- why -- Obama Olympics -- at a special opportunity Burris is you know golfer footballer something else well.
BMW is a company that's about all -- that engineering real engineers it's about precision -- approaches sees what we're doing as we team up with certain sports.
And see if we can help.
To improve that.
Technique buying giving them -- data on what they doing that funnily enough haven't had these state to be fall.
When we it today actually releasing.
In new technology for slimmest which always have.
You know being watched from that trend is from the Coach out of the water.
And -- were not able to kept -- date don't what they actually doing we're doing this now.
Without a helpful but what -- you measuring that we're looking at the -- right now I mean how how exactly are you helping them.
Look we look really looking.
Act how bad touching the -- how they getting back -- what.
Pro says they're moving so if you could compare this.
Two a wind tunnel it's the same basic it doesn't matter if you swimming in the -- at all move.
Shaping a -- on a wind tunnel and you really have to see how this movement would.
Really be the best way in order to be this is the -- -- the as quick as possible yeah.
Interest largely because of the debt crisis European auto sales are something at a fourteen year low is this why BMW is focusing so much marketing and so much sponsorship.
On United States from what I understand this is about the largest marketing campaign you guys -- executed in the US.
It is that on the other hand we are globally the most successful premium brands so will to doing.
Relatively well in Europe but we are doing well all over the world.
-- anyhow it is true it's the biggest marketing campaign we've ever had which will launch -- the beginning of the Olympics.
How more competition because competition with the other luxury makers and -- you Mercedes-Benz are really neck and neck.
Yes that we've been always been.
Chased by others we used to that ever since we came into this country first.
That would -- Japanese automakers that were attempting to get close to us.
The Europeans kicked in now also be -- this.
Following -- so.
We used to that we're if you being chased you gets back to.
We were looking at -- sales numbers on the screen right now which are down.
From 2007 still haven't got back to that pre crisis level but are up year over year.
Or in Europe level do they not care because they're spending so much money in a car they're not that worried about fuel efficiency.
They do care and I think.
It is very important that calls -- efficient.
But they still look how that from the want to drive that it ultimate driving machine that they will tell -- neighbor it's still the best in segment as far as fuel efficiencies.
So you have this -- designed SUVVX one it was on display in New York auto show.
-- -- used to see your big model SUV via X five all over the streets but because of gas prices to your point in because of people just not having so much free cash flow.
I think there's a sea change what people are looking for in terms of their sport utility vehicles -- tell us more about this you model coming up.
Well not really we could we could probably sell even more X five and what happened but do they demand globally is a lot of them.
-- and -- and -- that people are still in love with the -- still the leading.
Car accident -- come out every design model.
Well this is a different cards a totally different car -- -- different purpose yes this is the smaller car but.
Who haven't had this kind Europe Asian in the the US so far we just into the we've been just introducing its coming to the market in September.
It will open up a new segments which.
Luckily doesn't have any competitors.
Are -- again thank you so much live it thanks for joining us we've.
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