Sports ACTIVITY Vehicle...A Marketing Coup

Moving metal is as much about image as it is about performance or safety. When gasoline started climbing and the blame began to fall on the "gas-guzzling" SUV's, SUV sales went through the floor and so did the bottom line for the companies that at one time made billions on these gussied-up trucks. GM and Ford, whose SUV's are primarily truck-based got caught with their mileage down and their lots quickly filled with Explorers, Suburbans, Expeditions and Tahoes.

Meanwhile, the Asian and European automakers had already started building SUV's on car chassis. Back in the late 90's, when we were producing Motor Trend Television (and winning a number of awards for it), we tested and reviewed the Lexus RX300. For comfort, ride, handling and ECONOMY, it beat the pants of the domestics. In many ways, its newer iterations, the RX350 and RX400h still do. But, I digress.

BMW, always the company to look for something unique to set it apart from the rabble, (iDrive, for better or WORSE is a good example) coined a new term for
its SUVs: Sports Activity Vehicles or SAV's. I have to give them credit for this one. Shedding the gas-eating image of the SUV established by their competitors, BMW has created a lively, stereotype-free vehicle class that fits perfectly within today's active lifestyle. At the same time, the acronym almost says "SAVe gas (or the planet)" you choose.

Even though the mid-sized X5 only gets 16 MPG city and 22 MPG highway, slightly better than my massive Tahoe, the image is green, healthy and original. In the highly competitive automotive marketplace with over 250 nameplates competing for our attention, BMW has come up with a pretty cool marketing twist. Sports Activity Vehicle: Kind of makes you want to engage in some form of sports activity...like plopping on the couch to watch a football game on a Sunday afternoon.

Now, if they can just get rid of the goofy iDrive on their E Series and concentrate on ergonomics and performance, their reputation for precise steering, autobahn braking and superior handling will remain in tact.