Yeah, so this is what I meant:
- I don't remember any prior leak that specifically called out the BMW 1-series, 2-series and lower-trim 3-series, and their Audi and Mercedes equivalents, as generating effectively near zero total income at and below ~$40k and ~EUR40k.
- This is not just a low margin versus high volume statement: the above quote, from an otherwise very well informed article, suggests that those model lines are not making any income worth speaking of, which is why they are being axed. (I doubt this is primarily emissions related - the penalties are not that high.)
- Per model profitability is a closely held proprietary secret at the German carmakers...
Actually this have long been known and very well documented but is also misleading because of the technicalities of accrual accounting. Basically all automakers, not just the German ones allocate development costs and other fixed costs along model classes rather than specific sub-models. That means the base versions of nearly all vehicles generate no fully-allocated gross margin. That is nearly always true for every manaufacturer.
However, a huge however, is that the marginal cost of the base models is nearly always much less than the marginal revenue. Thus, discontinuing, say, the base BMW 3-Series, would actually cost money because the fixed cost absorption would necessarily be spread among fewer vehicles.
Periodically some ‘genius’ discovers this situation and ignores the entry level model role so discontinues some of them, whereupon the fallacy re-emerges soon thereafter.
Where this concept does have merit it is because the base model has entirely different legacy running gear that no longer meets regulatory requirements so would necessitate new capital investment. That has been true of such long-lived but primitive models as the BMW 316, the original A-class MB and nearly all vehicles of the former Opel/Vauxhall lines. Despite that there are now numerous shared developments among manufacturers, especially for entry level models that effectively resolve some of that marginal cost problem.
In sum, the profitability by model GM equation is not inherently simple. One of the rare exceptions is the Tesla Model 3 LR AWD vs the P3D. There the marginal cost is virtually identical for both, but the P3D warranty costs will be higher because of usage, not inherent structure. Obviously, the P3D with 20” wheels will have higher cost, but nowhere remotely close to the ~$5000 charged for the wheels, tires and Brembo brakes plus the trim pieces. The highest rim models of competitors are somewhat analogous since the prices are vastly higher than the sum of the incremental changes.
Repeat, none of this is secret. It is buried in detailed disclosures in one place or another but is widely known within the industry.
FWIW, base models tend to be sold mostly in less well developed markets, producing volume that would not otherwise be likely, usually at higher prices than the same model would produce were it available in more developed markets. This is easily seen with VAG which continues to produce Audi, VW, Seat and Skoda models that are near-clones but at very distinct pricing and positioning. Capex spreads almost totally among all four brands.
Don’t be deceived about apparent new disclosures from BMW or DB. They are playing with their German shareholders and influencers to help buy time since they are ill prepared for required new regulations. OTOH, Tesla does have some serious advantages now that they are in the process of sharing much running gear among all their models. VAG is trying hard to catch up...