Andrew Hamilton previews the next generation of the famous ' 5'
BMW's new 5-Series is now going on sale on the Irish market under the aegis of a new company, BMW Automotive (Ireland) Limited, which is wholly-owned by the German parent manufacturer.
At the Irish launch, the new Irish managing director, Conrad Schmidt, promised Irish customers greater choice and better specification levels on the new 5 and other forthcoming model ranges.
"Unfortunately, we can't do anything about pricing in Ireland, but because our new operation here will be closely allied to our British company, we will be offering the identical SE specification level that British customers are getting on the new 5. The choice of options has also been widely extended. Price apart, we are out to show that the BMW Irish customer is at no disadvantage. We want our customers to appreciate aspects like our online facilities. For instance, a customer can modify or change the spec level within three days of their car being built."
According to Conrad Schmidt, this is the kind of "new intimacy" that BMW is developing with its customer base: "We want the customer to feel that everything is possible, rather than being told it is not possible."
The new company takes over from Motor Import LImited, controlled by Frank Keane, who had the BMS Irish franchise since 1967. He is now launching a new BMW dealership at the Motor Import premises at John F Kennedy Drive on Dublin's Naas Road.
Conrad Schmidt, who has a German/South African background, admits that Frank Keane did much to increase BMW brand awareness, "especially in the early days". He is pleasantly surprised by the strength of premium brands on the Irish market, in spite of the taxation.
The new fifth generation 5-Series is initially on Irish sale in three model choices: 520,SE, 530,SE and 530dSE, with ex-works prices of €53,700 and €64,000 for both the petrol and diesel versions. Later arrivals are the 525SE and the eight-cylinder range-topping 545SE.
The new 5-Series, taking over from the fourth generation of 1996, bristles with new technologies. The greater use of aluminium has made it lighter than its predecessor, in spite of being slightly larger. Innovations include Active Steering giving drivers extra steering assistance at low speed. There's also a simplified iDrive system for accessing communication, comfort, entertainment and navigation settings.
The 530d is expected to be a major seller, particularly because its performance characteristics are almost on a par with the 530 petrol model - a top speed of 152 mph, and a 0 to 62 mph time of 7.1 seconds. A 62mm increase in the wheelbase has made the new 5-Series significantly roomier in the back, with much improved knee-room in particular.