In an interview with Automotive News, BMW executives hinted at a new product sitting above the 7 Series luxury limousine. The rumored model has been mentioned in the past few months but different sources with the 8 and 9 Series badge names being thrown around. The flagship BMW aims to compete with the Maybach version of the S-Class offered by Mercedes-Benz.
“Just like certain competitors, we will see that we occupy with credible offers the price bracket of 150,000 euros ($170,000) and beyond,” BMW development chief Klaus Froehlich said.
Froehlich said BMW wouldn’t just take an existing 7 Series and stretch it, but rather a new model.
“Some simply do 4 or 5 wheelbases [in length] and add varyingly thick chrome packages,” he said. “That will not be the BMW approach.”
“The luxury class will remain a high-margin segment, so we intend to enhance our presence by adding another new model,” BMW CEO Harald Krueger said also.
The most expensive BMW 7 series starts in Germany at around $126,000 and the next most expensive limousine in the BMW Group family is the Rolls-Royce Ghost. The large gap between the two models would allow BMW to tap into a new customer base.