2018 Will Be “Year of the X” for BMW, According to CEO

BMW X, News | March 22nd, 2018 by 7
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BMW is ramping up its model offensive and this year will see the introduction of a few new SUVs in the line-up, prompting the CEO …

BMW is ramping up its model offensive and this year will see the introduction of a few new SUVs in the line-up, prompting the CEO to call 2018 the “Year of the X”. The statement was made during a recent press meeting where Harald Krüger presented the company’s results over the course of 2017 while also sharing some insight into what’s next for the blue and white roundel. 2018 will bring forward the results aimed at by the strategic decisions taken in the last few years.

While playing it cool for the last couple of months, the fact that Mercedes-Benz is currently wearing the premium segment ‘best-seller’ crown did set in motion a couple of measures inside Munich, which are expected to bear fruit in 2018. The broadest product initiative ever undertaken by the BMW Group continues this year, with the market launch of the BMW X2 in March, the ramping up of the BMW X3 at three production sites, the new generation of the BMW X4 and the unveiling of the X7, 2018 is sure to go down as the “Year of X” for the Germans.

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“We are bringing out completely new models and introducing a new design language for the whole product range. This is our recipe to ensure that the BMW brand regains pole position in the premium segment by 2020,” Krüger stated. “Our industry is currently experiencing a phase of unprecedented technological change. At the same time, however, it needs to cope with the challenge of present-day volatility. We are stepping up the pace in 2018 and targeting our ninth successive record year,” he added.

Despite major changes impacting the mobility sector, the one constant factor influencing the company’s strategic decisions is fulfilling the needs of its customers according to BMW. “Their passion and excitement is at the core of our growth strategy,” emphasised Krüger. “That is why the BMW Group offers a unique range of products (from the BMW i3 to the Rolls-Royce Phantom) and services, all of which contribute towards making our customers’ lives easier. With this point in mind, we are on our way to becoming a customer-focused mobility and high-tech company.”

7 responses to “2018 Will Be “Year of the X” for BMW, According to CEO”

  1. Andrewthecarguy says:

    This worries me.
    Mercedes can pull off multi-model launches in short time frames because it is a larger company and has the non-monetary resources to do so.
    BMW is a smaller company and behaves like a niche brand more than anything.
    I am saying it can’t handle this introduction of many models in a short period of time.
    The dealers are not ready. The public is not ready. All it takes is a few things to go wrong and BMW will be in trouble.
    I am no prophet but you can probably read the tea leaves as well as I do.

    • disqus_8YchtRit8p says:

      Haven’t they doubled their volume in a decade? Quadrupled it since ’80’s 3/5/6/7 days. How many of their new models didn’t exist until this century? Understand your concern but BMW have been doing this for a while – 1st post-War factory in former

      • Andrewthecarguy says:

        All true, and very good analysis. The issue is this: what propelled BMW to desirability is being dialed out for the sake of volume. Those who stuck with BMW through the years are leaving…because BMW did not do enough to take care of them.
        It is not enough to have a bunch of models, it is necessary of have models people want to buy and fall in love with.
        What the various enthusiasts clubs do for BMW is huge…and that is sharply dwindling. How many BMWs from the last decade are desirable enough to be collected?
        Again the dealer network is a HUGE problem. The Genius program was half-hearted, now it needs a revamp. The sale people are usually clueless and can’t keep up with the changes.
        If the upcoming Z4 is $75k for the high-spec as it was for the SDrive35is then NO ONE will buy it.
        BMW needs to figure itself out, and launching a flurry of products is not the smartest move ATM.

        • disqus_8YchtRit8p says:

          Their volume is down in U.S. so new product is smart, esp. going upmarket AND down (global sales of Spartanburg vehicles still make them largest American exporter). I find your complaints true of most manufacturers, have been reading R&T since 1970, can’t tell most brands apart now – will never wrap my head around a 3,000+ lb.Civic sedan. Or that Accord & Volvo ONLY offer 4 cyl. BMW still the only brand I enjoy following, partly to see what they’re up to next – e.g. i8, when typists want to know where their ICE supercar or 911 chaser is – wtf?! BMW’s model proliferation remind me of pre-1970’s glory days Detroit cradle to grave marketing, something for everyone.

          • Andrewthecarguy says:

            Quote: “will never wrap my head around a 3,000+ lb.Civic sedan. Or that Accord & Volvo ONLY offer 4 cyl.”

            Me either! Although I was quite shocked when Camry and Accord started offering V6 and leather.

          • disqus_8YchtRit8p says:

            Easier to charge for bells & whistles than actual innovation – don’t forget alloys!

    • M. says:

      This product launching will be seen as a good PR process, at its worst.
      Remember when the lineup was updated with the 2nd 6 series along with 1st X3 and some already established model replacements. This will be similar.

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