Why am I getting such a small discount for a new BMW X3?

I am a slightly older person, currently living in France. I have been making email enquiries into buying a new LHD BMW X3 (as you probably know, they have a specialist export/diplomatic/local authority etc sales department in London). The model of choice comes to £34,575, and they have offered a 2.5 per cent discount on this, for a private, cash, part-ex free sale. I have asked if more discount is available, because I feel that 2.5 per cent is remarkably little for a car at this price level. I have received comments from the sales-specialist that include, quote, "I'm not sure why you were expecting a discount on the X3... I thought that my 2.5 per cent discount was a kind gesture" and "I do value your enquiry, however it does not make commercial sense for us to discount the vehicle any further".

Nevertheless, I have managed to get this increased to 3 per cent, but this still feels too low a discount to do a deal on. Can you please tell me, has BMW become very stingy concerning cash sales to private individuals, or am I so completely out of touch that a 3 per cent discount as offered, is actually a very smart deal?

Asked on 18 February 2012 by SD, Gaillefontaine, France.

Answered by Honest John
There is apparently a 6-month UK waiting list for the F25 X3, so BMW does not have to discount it. Supply and demand. You get big discounts when there is a lot of profit in a car and it is hard to sell. You don't get big discounts when people are queuing round the block to buy a car at list price or more. But you are right to suspect that full order books might be an illusion. Obviously the best way to get full price is to pretend that demand hugely exceeds supply.
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