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  #11  
Old 06-16-2018, 08:28 AM
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haji haji is offline
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  #12  
Old 06-16-2018, 11:19 AM
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It is very obvious that BMW now discovered the luxury segment as their new favourite hunting ground. After years of diluting the brand and minimising margins with cars like Series 1 and especially Series 2 Active Tourer and Gran Tourer (the guys in Munich seriously thought they could get away building a van without calling it a van) they now decided to go for the big money.

I am convinced an honest approach entering the segment of luxury coupes could actually work for this brand. Actually, with their concept BMW Pininfarina Gran Lusso Coupe they have proven that at least some people in their organisation would know how to do it.

But what we receive now is short cut obviously influenced by some ambitious beancounters not shy trying to fool costumers. What has been announced as the new 8 Series is nothing more than a successor of the 6 Series, a car, that never had the ability to establish the brand in the luxury segment.

Reliable sources confirmed to me what you can actually smell and feel when you see the new 8 Series: When development started it was meant to be launched as a more sporty successor of the 6 Series. The aim was actually to meet criticism claiming that the predecessor was to big and heavy for ambitious drivers.

Such a repositioning of the 6 Series made a lot of sense since it actually widened the gap in the segment above. A true 8 series could have had the potential to position itself between the 7 series and the Rolls-Royce Wraith. We are not talking large volume but about a real chance to move the BMW brand closer to the luxury territory.

Unfortunately somebody got away taking a short-cut by rebadging the 6 Series into the 8 series. On a short-term base it might work in terms of pricing and margins. But I am convinced in two years the car will need massive sales support in all major markets. By that time customers will have detected that it is neither a real sports car nor a real luxury car.

Last edited by Vantage; 06-16-2018 at 11:21 AM.
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  #13  
Old 06-16-2018, 12:19 PM
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Naga Royal Guard Naga Royal Guard is offline
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Honestly, i think this is BMW's best attempt at building an LC 500.
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  #14  
Old 06-16-2018, 12:36 PM
madskillz madskillz is offline
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Quote:
Originally Posted by paranoidgarliclover View Post
I'm not really sure what this is supposed to be targeting.
That's obvious: BMW fans who are now willing to pay more for their rebranded 6-series.

Then again it could make some sense as there will probably be enough people willing to pay for it.
Having no direct rivals might help - when you want something between 911 and S-class Coupe that might be the choice - probably not the most sensible one, but if you want a pricey BMW badge, then why not?

The car itself is not bad(although quite far from the great concept) and should be a good drive, so I think BMW won't struggle much with finding customers.
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  #15  
Old 06-16-2018, 12:58 PM
madskillz madskillz is offline
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Quote:
Originally Posted by Vantage View Post

Such a repositioning of the 6 Series made a lot of sense since it actually widened the gap in the segment above. A true 8 series could have had the potential to position itself between the 7 series and the Rolls-Royce Wraith. We are not talking large volume but about a real chance to move the BMW brand closer to the luxury territory.

Unfortunately somebody got away taking a short-cut by rebadging the 6 Series into the 8 series. On a short-term base it might work in terms of pricing and margins. But I am convinced in two years the car will need massive sales support in all major markets. By that time customers will have detected that it is neither a real sports car nor a real luxury car.
BMW is shamelessly overpricing their products for quite some time, but the sales results show it works at least for now.

Rebranding 3-series Coupe into 4-series worked and now they're just repeating this move.
Not to mention all very pricey CS, Competition, GTS - they have no problem selling those.

We'll probably see the true luxury 8-series which you mentioned, but under 9-series name with proportionally elevated price.

Their brand power is just incredible, and as long as it lasts they're safe IMO - question is for how long?
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  #16  
Old 06-16-2018, 02:18 PM
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Quote:
Originally Posted by madskillz View Post
BMW is shamelessly overpricing their products for quite some time, but the sales results show it works at least for now...
In the USA, sales volume of BMWs dropped 9% in 2016 from 2015 and then another 9% drop in 2017 from 2016, so that strategy has not worked to push volume.

Then there are the steep discounts on the hood because the vehicles are overpriced and sales are soft.

Would you like to lease a 3 Series for $199 a month? That offer happens over and over because they need to clear out inventory that no one will buy at the asking price.

It would not surprise me if Toyota bought BMW.
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  #17  
Old 06-16-2018, 06:05 PM
paranoidgarliclover paranoidgarliclover is offline
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Quote:
Originally Posted by madskillz View Post
Having no direct rivals might help - when you want something between 911 and S-class Coupe that might be the choice - probably not the most sensible one, but if you want a pricey BMW badge, then why not?
B/c, in America, at least, all those people are probably buying an X6? I'm being half serious.

I'm sure it'll be a more than decent drive, but I just wonder what the point of the car is.

A true E-Class coupe competitor would've made sense (that coupe sells by the boatload where I live).

If it's supposed to be a Lexus LC competitor, I'd personally take the LC for the concept-car cool looks + Lexus reliability.

If I were in the market for a sporting BMW car, I might prefer the upcoming Z5 over this (which has the romantic appeal of open-top motoring and should also be a nice drive).

I think might end up like the current Mercedes SL -- a perfectly nice car that doesn't serve a purpose in the lineup.
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  #18  
Old 06-16-2018, 06:45 PM
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Naga Royal Guard Naga Royal Guard is offline
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Originally Posted by swizzle View Post

It would not surprise me if Toyota bought BMW.
Ok, taking the bait on this.

Not happening, not never.
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  #19  
Old 06-16-2018, 07:55 PM
madskillz madskillz is offline
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Quote:
Originally Posted by paranoidgarliclover View Post
B/c, in America, at least, all those people are probably buying an X6? I'm being half serious.

I'm sure it'll be a more than decent drive, but I just wonder what the point of the car is.

The point is to earn some money for BMW and it might be successful at doing so - all in all when you're desperate to have a sporty plus very expensive BMW to show off there is no other choice.
I think no one even at BMW thinks this will outsell X6, because it surely won't, but they must have done some market research to be sure this is a viable business case.

Quote:
Originally Posted by paranoidgarliclover View Post
I think might end up like the current Mercedes SL -- a perfectly nice car that doesn't serve a purpose in the lineup.
With Merc it's a bit different story - when they added fabulous AMG GT and reintroduced S-class Cabrio, SL became the least desired option and there is simply to much choice in their cabrio line-up at the moment. Oh and they also have a true E-class cabrio if you want something cheaper.
Plus let's be honest, current gen. SL is a horrible looking car, and the recent facelift haven't changed much. But they can't kill it due to a great long history of this model.
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  #20  
Old 06-16-2018, 08:45 PM
paranoidgarliclover paranoidgarliclover is offline
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Originally Posted by madskillz View Post
The point is to earn some money for BMW and it might be successful at doing so - all in all when you're desperate to have a sporty plus very expensive BMW to show off there is no other choice.
Well, until the inevitable X7 M xDrive is released.... ::running and ducking:: ;)
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