For the past few decades, BMW has consistently been one of the most loved and revered European carmakers. Their diverse line-up, which traditionally manages to effortlessly marry comfort with performance, continues to be the benchmark in the luxury saloon market.
And yet, in one specific department, they have always fallen just short. BMW are the masters of the mid-range saloon – but when it comes to a flagship, one capable of taking on the big boys, its a very different story.
Here then, is why BMW continues to struggle to make a flagship that resonates, in spite of their best efforts.
It should come as no surprise to many of you reading, that the modern-day, high-end saloon is struggling in the current climate. SUV’s are very much on the ascent, as they manage to combine spaciousness, straight-line speed, and off-road ability all in one vehicle. Today, more and more customers are choosing SUVs rather than saloons and coupes – BMW’s bread and butter.
With this in mind, its no wonder that the brand’s modern flagship, the 8 Series, is struggling to carve out its own niche in a crowded field. Its price tag of $87,500 Dollars, while not unreasonable, places in up against some very stiff competition. The 8 Series does everything well, but nothing is especially industry-leading. For such an extortionate fee, it perhaps needs a gimmick or a party trick of its own.
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The current 8 Series is the latest in a long line of commercially unsuccessful flagships. In the U.S, sales of the 8 Series and 7 Series have both been low since the early 1990s, with few exceptions. The first generation – the E31 – failed to inspire for a number of reasons. With a high entry price, as well as a surprisingly poor reliability record, its reputation was tainted throughout the 1990s.
Add below-par fuel efficiency, and you’re left with a bit of a white elephant. Only 7232 models were sold in the U.S during its 10-year run, a problem that no amount of technical innovation could solve. On paper, the 8 Series is everything you’d want from a high-end coupe, but it never quite worked out as planned.
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If you’ve ever wondered why BMW hasn’t attempted their own supercar flagship of late, then look no further than the disastrous M1. Created in 1978, it was a car designed with the race track in mind, at a time when a motorsport arms race was just starting to develop. German rivals Audi and
By: Tom Fenton
Title: Opinion: BMW Doesn’t Know How To Make A Flagship Car | HotCars
Sourced From: www.hotcars.com/opinion-bmw-doesnt-know-how-to-make-a-flagship-car/
Published Date: Sat, 01 Aug 2020 14:45:07 GMT