Our friends at TopSpeed put together an interesting editorial on whether BMW is making a mistake and reaching out beyond its limits by introducing so many new models to the consumers. According to TopSpeed editor, Myles Kornblatt, might be on the wrong track following the steps of its number one competitor, Mercedes-Benz.
As Myles points out as well, in the late 80s, early 90s, Mercedes mainly built three passenger vehicles: medium sedan, large sedan, and sports car. Looking to gain new markets, Mercedes decided to introduce a variety of new classes, that were going to cover a broader range of customers’ preferences. New classes as A, C, G, SLK, and later GL, R were introduced, some of them successful, but others failing short of MB’s expectations.
BMW followed a similar trend but at a smaller scale and introduced new models, such as the X series, which proved to be quite successful (X5), the 1 Series hatchbacks and later on, the coupe versions.
But recently, there seems to be a larger push of new concepts produced by the Bavarian automaker, starting with the BMW X1, an urban sports activity vehicle, the Progressive Activity Sedan, a concept that it is still unclear which market will cover, the CS Concept, a rumored Z2 roadster and a future BMW X4, a smaller X6 with coupeish lines.
There is also another rumor of the 8 Series coming back to life, in a shape of a four-door high-end luxury sedan.
We can not wonder if BMW falling into the same trap as Mercedes-Benz did, despite the fact that most of their new cars are based on existing technology which is being reused as much as possible across the line.
Does BMW have a solid plan and a future successful marketing plan laid out, or …..?
I encourage you to read Myles’ analysis as well, he has some good points.