BMW X5 M and X6 M pricing announced

Following our recent post about the BMW X5 and X6 M versions, the Bavarians thought we should tell us what their prices are. Unexpectedly, the short answer is: a lot. But more importantly, how BMW prices things like this tells us some information about their target market, as well as their views on future sales (and potential company viability) and the company's direction.

“When the X5 M and X6 M go on sale this fall as 2010 model vehicles, they will retail for $86,225 and $89,725 respectively (including $825 Destination & Handling).” OK, so essentially 86 and 90 large for these guys, that’s the bottom line. And quite the bottom line it is. Plug in 80 – 90 thousand dollars as the price bracket in Craig’s List and see what kind of cars you come up with. Then ask yourself, ‘Would I rather have the sport version of BMW’s SUV, or would I rather have a

Ferrari 360- Mint condition – $875002009 Porsche Cayenne GTS – $846552009 Porsche Cayenne Turbo Sport Utility 4D – $899992008 Porsche 911 S Cabriolet – $819881970 Dodge Challenger R/T Convertible – $89995(Although I got to say that $90K for a Challenger is nuts).

See what I’m getting at? Yes, I know, comparing a new car to a used car, price-wise, might not be all that fare, but c’mon, a BMW X6 M or a Ferrari 360?

Exactly.

What this does point to, is that BMW thinks there’s enough (more than enough, actually) buyers out there that will plunk down the equivalent of the down payment on a house for the sport version of an SUV. And really, who am I to argue, I’m sure they have whole buildings full of marketing guys that have crunched the numbers on this and figured out that at the end of a given fiscal year, BMW will make money on the whole deal.

And yeah, insert the usual old saws about “fools and money” and “sucker born every minute” sort of things, but honestly, $86,225 and $89,725?

For what?

You want something SUV-like, nice view of the road, AWD, lots of room? Why not buy a Jeep on an Envoy or some such for half that price, and then sink the remainder into something like a good used 911 or an NSX?

Maybe I’m in the wrong business. Maybe car sales aren’t that bad of a way to go, if people are willing to drop this kind of dough on these kinds of cars.

BMW’s press release: