The BMW X6 is undeniably a niche car with BMW UK expecting to sell approximately 1,600 X6s in its first year - by comparison an average of 7,000 X5s are sold every year. Research has shown that three key buyer profiles exist:

  • Buyers who want the command driving position an X product provides, but who also aspire to the sporting style of a CoupĂ©.
  • Early adopters. BMW broke the mould when it launched the X5 and the interest for that model came from early adopters looking for something unique in the market. Early BMW X6 customers are expected to come from a similar demographic.
  • The BMW X5 or other Sports Activity Vehicle owner whose family has left home and still desires a similar car, but one that doesn't scream 'family'.


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