Following the highly anticipated launch of the BMW X6 in South Carlolina, Mohamed Khalaf takes time to sit down with Managing Director for BMW Group Middle East, Phil Horton, to dicuss the purpose behind the X6 and ultimately, whether or not we should expect an M version anytime soon?

Hello Phil. First up; What is the purpose of the BMW X6 and what niche in the market does it fill?

The purpose of the new BMW X6 Sports Activity Coupe is to establish a new segment and expand the company’s product range. BMW is a worldwide leader in innovation - first introducing the Sports Activity Vehicle segment with the trendsetting BMW X5, and now redefining the sports activity segment with the BMW X6. BMW Group is the world’s most successful premium automotive manufacturer and one of the fundamental prerequisites of this success is ongoing leadership and innovation.

How did BMW first come up with the idea for the X6?

We have extensive experience in producing high performance Coupés and it seemed a natural progression to bring this model to the growing Sports Activity Vehicle segment.

With the world leaning more and more towards more efficient vehicles that consume less, how can BMW justify the X6, with its weight, fuel consumption and room for only 4 people?

BMW Group worldwide has a strong focus on sustainability and emissions reduction. The company has a robust Efficient Dynamics strategy that is being implemented and encompasses many technology innovations to lower fuel consumption and reduce CO2 emissions.  All BMW X6 models in our region include two new High Precision Injection (HPI) engines and tyres with reduced rolling-resistance, which are Efficient Dynamics features. The X6 delivers excellent performance and is the most efficient SAV in its competitive class.

How  well do you think the X6 wll do in the Middle East region, and who is the target market?

We anticipate the X6 to do exceptionally well in the Middle East. Initial customer reaction has been extremely positive with the full year’s production almost sold out already. Our discerning customers are successful confident individuals who have an appreciation and desire to buy into strong powerful brands that offer luxury, safety, reliability and innovation. The X6 delivers on all these attributes.

Would you consider Porsche’s Cayenne and Range Rover Sport to be the X6’s primary competitors?

The X6 defines a new vehicle segment - it’s the world’s first Sports Activity Coupe and is unique without any direct competitors. However, the Porsche Cayenne and Range Rover Sport are vehicles which many X6 customers will come from.

Do you foresee the X6 getting any direct competition in the near future?

BMW was the first to establish the Sports Activity Vehicle segment with the X5 that created a new segment, which all our competitors followed, so I wouldn’t be surprised. However, I’m not in a position to speculate on other automotive manufacturer’s business plans.

BMW designs have usually been more mainstream and pleasing to the eye of the majority of people I would say. Chris Bangle’s take on design, the 7 series ‘bangle Butt’ look, and the flame-surfacing design philosophy have gotten a lot of flack by car critics and lovers alike worldwide. What’s your take on this?

Despite the initial criticism of some of Chris Bangle’s designs, every one of the models he designed sold many more cars than the predecessor models. As the new generation of BMW vehicles have become more familiar on the roads, this early controversy has faded away almost completely now.

Any plans for an M version of the X6?

We are constantly reviewing the M portfolio but I cannot confirm a M version of the X6 at this time.

With the Middle East being such an important market for BMW, and given the fact that BMW has several design bureaus worldwide, is it possible that there may be a design bureau operating out of here in the near future?

Designers need to cooperate and work very closely with development and production specialists in defining new car concepts and implementing their practical design. These specialists are based in Germany, our brand’s home base. However, due to the profile of our customers, not only the fact that they are wealthy but also worldly and trend setting, our designers are very interested in following Middle East trends with a view of developing special models, colours and trims that suite our customer needs.  Adrian Hooydonk, the current head of BMW design has made two trips to the region in the last eighteen months.