Photo: BMW
A couple of months ago we were telling about how BMW is fighting a mute war in a variety of segments, sub-segments, niches and other subdivisions of the auto industry. While some might think that it’s now over, we’re here to remind you that it’s not even close to an end as we speak.
That’s because the auto industry is morphing by the day and the rivalry between brands grows to further new heights with each passing minute. However, is it wise for the BMW brand to stretch to new niches or has the rubber band been pushed too far already?
Not even 10 years ago, the BMW range of cars was so pure, you’d think we’re still in the 1980s. Come to think of it, the Bavarians had fewer models on sale than back in those days. You could buy a 3 Series, 5 Series, 7 Series, Z4 the pariah X5 and newly re-introduced 6 Series. That was it!
Today we have the 1 Series, 2 Series Coupe, 2 Series Convertible, 2 Series Active Tourer, 3 Series Gran Turismo, 4 Series Coupe, 4 Series Convertible, 5 Series Gran Turismo, 6 Series Gran Coupe, X1, X4, X6 and more models coming in.
By the end of this decade we’ll also be looking at a couple new models like the X2, X7 and a possible return of the 8 Series as a rival for Mercedes-Benz S-Class Coupe. And that’s where all these new models are coming from.
No matter what BMW says, the 2 Series Active Tourer, their first front-wheel drive model, was brought to life only to give the Mercedes-Benz B-Class a run for its money. It’s a car that will be bought mostly (over 75%) by people new to the blue and white roundel that want the badge but not the history behind it.
While the company might be ok with that (profits will be considerable) the enthusiasts are not. Sure, this is a discussion that can go on forever as nobody forces anybody to buy such a car and you can still get one of the core models but it is rather disappointing to see your favorite brand offering such services.
It’s like your favorite singer keeps on making the same kind of songs you’ve grown to love but also has tracks with Justin Bieber on them. You won’t be as proud to say you’re fan, will you?
And the examples can continue from the other side as well. Mercedes just launched the new GLE Coupe model to rival the X6 and BMW will unveil the X7 to counter the GLS model (also known as GL-Class). We can go on forever...
The point is, when will BMW say enough is enough? While fans of other brands have seemingly embraced the same approach from their favorites, the ‘Bimmer-heads’ out there seem to put up the fiercest fight but even they showed they can adapt.
If initially the X5, for example, was seen as an abomination, soon the same treatment was applied to the X3, X1 and so on. Other models stirred up controversy as well and over time grew to be loved by the community so conventional limits can be broken after all. But what new niches should be approached next?
Shooting brakes? Convertible SUVs? Minis? Superminis? MPVs? Or should I take things even further? How about a BMW rival for the Unimog or, while we're in the heavyweight category why not a new division that sells vans and trucks. Hell, Mercedes is doing it, right?
But we want to know what you think. What would you like and dislike to see wearing the BMW badge. What would work and what wouldn’t?
Not even 10 years ago, the BMW range of cars was so pure, you’d think we’re still in the 1980s. Come to think of it, the Bavarians had fewer models on sale than back in those days. You could buy a 3 Series, 5 Series, 7 Series, Z4 the pariah X5 and newly re-introduced 6 Series. That was it!
Today we have the 1 Series, 2 Series Coupe, 2 Series Convertible, 2 Series Active Tourer, 3 Series Gran Turismo, 4 Series Coupe, 4 Series Convertible, 5 Series Gran Turismo, 6 Series Gran Coupe, X1, X4, X6 and more models coming in.
By the end of this decade we’ll also be looking at a couple new models like the X2, X7 and a possible return of the 8 Series as a rival for Mercedes-Benz S-Class Coupe. And that’s where all these new models are coming from.
No matter what BMW says, the 2 Series Active Tourer, their first front-wheel drive model, was brought to life only to give the Mercedes-Benz B-Class a run for its money. It’s a car that will be bought mostly (over 75%) by people new to the blue and white roundel that want the badge but not the history behind it.
While the company might be ok with that (profits will be considerable) the enthusiasts are not. Sure, this is a discussion that can go on forever as nobody forces anybody to buy such a car and you can still get one of the core models but it is rather disappointing to see your favorite brand offering such services.
It’s like your favorite singer keeps on making the same kind of songs you’ve grown to love but also has tracks with Justin Bieber on them. You won’t be as proud to say you’re fan, will you?
And the examples can continue from the other side as well. Mercedes just launched the new GLE Coupe model to rival the X6 and BMW will unveil the X7 to counter the GLS model (also known as GL-Class). We can go on forever...
The point is, when will BMW say enough is enough? While fans of other brands have seemingly embraced the same approach from their favorites, the ‘Bimmer-heads’ out there seem to put up the fiercest fight but even they showed they can adapt.
If initially the X5, for example, was seen as an abomination, soon the same treatment was applied to the X3, X1 and so on. Other models stirred up controversy as well and over time grew to be loved by the community so conventional limits can be broken after all. But what new niches should be approached next?
Shooting brakes? Convertible SUVs? Minis? Superminis? MPVs? Or should I take things even further? How about a BMW rival for the Unimog or, while we're in the heavyweight category why not a new division that sells vans and trucks. Hell, Mercedes is doing it, right?
But we want to know what you think. What would you like and dislike to see wearing the BMW badge. What would work and what wouldn’t?
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