Photo: BMW
If there’s one thing everyone will tell you about BMWs it’s that they’re sporty. That character pushed the German brand where it is today but it would appear like the trends are changing irreversibly and that sports cars demand is no longer what it used to be.
In a recent interview, Ian Robertson, the chief of BMW’s sales department, said that something happened in 2008 that deemed sports cars unviable and that the market is still dealing with the effects of that blow.
“The sports car market is roughly half of what it used to be. Post-2008, it just collapsed. I'm not so sure it'll ever fully recover,” Robertson was quoted as saying. That recovering part is the one that worries everyone today. It’s also the reason why BMW is seeking help in other areas.
That might not seem like a big deal for companies like Volkswagen and Toyota that are leading the worldwide sales charts but for BMW in particular, this is incredibly bad news. On the other hand, this explains a lot of the recent moves done by the Munich-based company.
What was seen as an exception not too long ago, now has become the norm, like it’s the case with the SUV range. The X5 and X3 were supposed to be the only models with such body styles but now we also have the X1, X4 and X6 while the X2 and X7 are being prepared. That clearly says that the money and profit lies in other sectors.
Furthermore, we have the 3 Series GT, 5 Series GT, 2 Series Active Tourer, cars that are entering new niches and are even redefining the brand as a whole, like is the case with the new front-wheel drive tourer.
The Gran Turismo models are clearly part of a reorientation towards luxury and comfort instead of sportiness. They are also probably amongst the most hated cars by the brand’s hardcore base fans.
A high volume brand like Toyota has more money and more resources for research and can invest into new technologies easier. However, they don’t have BMW’s know-how acquired over the years in Motorsport experience.
The collaboration between the two makes sense but only as far as the brands themselves don’t mix too much. After all, BMW has a reputation to uphold and the know-how that is shared with Toyota should be limited in a way.
On the other hand, BMW needs the hybrid technology from the Japanese to keep up with the current trends. The stringent CO2 regulations are forcing everyone out there to seek new ways of making their cars as efficient as possible.
A solution is provided by the hybrid or fuel-cell technology but even that has its limitations and research is costly as proven by the €2 billion invested by BMW into the making of the i sub brand. That’s why the cooperation was necessary.
The same trend is noticeable at other manufacturers as well. Daimler is now doing the same with the Renault-Nissan group while other Japanese brands are also looking to benefit from Toyota’s expertise and we’re including Subaru and Mazda here. Times are hard for everyone, as it turns out.
“The sports car market is roughly half of what it used to be. Post-2008, it just collapsed. I'm not so sure it'll ever fully recover,” Robertson was quoted as saying. That recovering part is the one that worries everyone today. It’s also the reason why BMW is seeking help in other areas.
That might not seem like a big deal for companies like Volkswagen and Toyota that are leading the worldwide sales charts but for BMW in particular, this is incredibly bad news. On the other hand, this explains a lot of the recent moves done by the Munich-based company.
The SUV and niche cars push
Everyone watching the car scene now knows that BMW is trying to get its hands into every possible niche, at times even inventing a couple themselves. Since the sale of their traditional sports models has taken a downturn in 2008, the company had to expand into new territory.What was seen as an exception not too long ago, now has become the norm, like it’s the case with the SUV range. The X5 and X3 were supposed to be the only models with such body styles but now we also have the X1, X4 and X6 while the X2 and X7 are being prepared. That clearly says that the money and profit lies in other sectors.
Furthermore, we have the 3 Series GT, 5 Series GT, 2 Series Active Tourer, cars that are entering new niches and are even redefining the brand as a whole, like is the case with the new front-wheel drive tourer.
The Gran Turismo models are clearly part of a reorientation towards luxury and comfort instead of sportiness. They are also probably amongst the most hated cars by the brand’s hardcore base fans.
The Toyota collaboration
The BMW-Toyota joint venture took yet another big number of people by surprise. Some even wondered why would BMW need the Japanese and viceversa. The truth of the matter is, the luxury manufacturer can’t afford the research and development in some key areas any more.A high volume brand like Toyota has more money and more resources for research and can invest into new technologies easier. However, they don’t have BMW’s know-how acquired over the years in Motorsport experience.
The collaboration between the two makes sense but only as far as the brands themselves don’t mix too much. After all, BMW has a reputation to uphold and the know-how that is shared with Toyota should be limited in a way.
On the other hand, BMW needs the hybrid technology from the Japanese to keep up with the current trends. The stringent CO2 regulations are forcing everyone out there to seek new ways of making their cars as efficient as possible.
A solution is provided by the hybrid or fuel-cell technology but even that has its limitations and research is costly as proven by the €2 billion invested by BMW into the making of the i sub brand. That’s why the cooperation was necessary.
The same trend is noticeable at other manufacturers as well. Daimler is now doing the same with the Renault-Nissan group while other Japanese brands are also looking to benefit from Toyota’s expertise and we’re including Subaru and Mazda here. Times are hard for everyone, as it turns out.
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