An excellent critique article regarding the direction of the BMW brand published recently at Peter de Lorenzo’s Autoextremist.com. Here are some excerpts:
>But that wasn’t all, because it wasn’t just on the auto show floor that BMW’s strategy was becoming glaringly apparent. BMW marketing had embarked on an aggressive, sales-at-all-costs mentality, with the idea of a BMW being in “every garage in America†seemingly the thinly-disguised goal. End of year sales “events,†massive incentive marketing gambits, and every sales trick in the book were used by BMW marketers to push the brand on the American consumer public. And because of that BMWs were becoming as ubiquitous in some parts of the country as Camrys – and it was a giant bowl of Not Good, especially for an automaker that built its reputation on the inherent goodness of a boxy little sport sedan that was a blast to drive, the now legendary 2002.
>BMWs were never about being all things to all people. If you drove one of those original 2002s back then you marched to a decidedly different drummer and when you think about it – what with the 2002 being introduced to this country at the very end of the muscle car era – you couldn’t have driven a more different vehicle if you tried. But not surprisingly driving enthusiasts flocked to them, and the BMW “thing†grew exponentially over the years.
>But where BMW grew to was another thing altogether. The brand was in danger of losing its connection to whatever it was that was magic about the 2002 to begin with, and not only that, it was veering dangerously close to becoming just another car company.
[ Rants 464 ] Autoextremist.com
Maybe we’ll see some change not just at BMW USA but at BMW AG. Stop making the 3 series bigger every time you refresh it – start making it smaller. No one who is seriously interested in a BMW is going to choose a Camry over a 3-series just because the Camry has more rear leg room.
Stop making more ugly and useless X models. Stop making 17″ and 18″ wheels standard equipment. And above all stop making the MINI bigger and tamer. Abandon the SUV variation. Drop the Clubman. Give the USA the One and some diesels, and get out some hybrids and electric models.
I’d much rather drive my R50 Cooper in urban, dynamic settings than my Wife’s E90 sedan, even though it has Sport package and a sweet 6 speed manual.
Reason?… it’s too heavy and does not inspire nearly as much confidence in the cut and thrust of urban commuting. Highway driving, well the E90 wins there for smoothness, a quiet ride, and the fuel economy becomes more reasonable.
I like the 3 series, it’s a quality drive, but give me one that’s 2,800 lbs. with the 230 hp six or a turbodiesel four, and now you’re talking.
As it is, the weight penalty kills the driving dynamics, and for those who say get the twin turbo six and stop your whining, those 300/300 hp/torque don’t make up for the excessive weight hauled through corners and under braking.
I agree with Ron, just forget about the SUV, Clubman etc peripherals and concentrate on those hybrid,electric versions!
Maybe the cutting back will allow BMW to improve the quality and reliability issues that it has been experiencing the past few years.
Right on, Ron!!! Why does each succeeding model year have to keep getting bigger? Never could understand the reasoning behind that. If I had wanted a larger car I would have bought a different car.
Lets keep the MINI mini! Lets bring back the handling and character of the R50 & R53.
Uhhhh, rubbish.
Seems in all the bru-ha-ha, people actually FORGET that the R56 is a lighter car than the one it replaced!
Interesting turn for BMW… Just a year or so ago, the goal of the company was to double world-wide sales… Dropping 44k units from the US market is directly opposed to that goal. Now if you take our current economics into account…..
Anyway, the premise of keeping volume lower to keep prices high is the Ferrari model. I think it was Enzo who said “I want to build one less of each model than people want.”
Matt
Yea Ron and Bilbo. I’ve been banging on about this for some time. BMW used to be an exclusive car with racing pedigree – remember the slogan “the Ultimate Driving machine”. Then they went the luxury way. Now the cars are wheeled computers that when programmed take out control units. Get back to basics. Stop upsizing every model. Get out of SUVs. Stick to your roots – like Porsche. Stop upsizing MINI.
LIke Porsche….??? Huh…! Cayenne, Panamera super salon or whatever that 4 door thing is being called.
Have you seen the dashboard of the Panamera? Looks like it was yanked out of some 1970’s Pseudo mobile!
I think the article is spot on, hence why brought it over to the attention of our fine readers.
No, its rubbish. It, and our fine readers, are romanticizing the past. All cars have moved more technological. You are critting BMW for an industry wide movement. As for the SUVs, well you vote by not buying them. I’d love to see the 1 series about 500lbs lighter, the Mini too for that matter, but with all the crap that goes into all cars these days its just not possible. But expecting BMW to roll back to making a car like the 2002 again is just ridiculous. Its a worthy subject for a kit-car, but you’d never see numbers on it bigger than a kit-car either.
If you ask me this thread is just another angle at woe about change..
Part of the reason cars are constantly getting fatter, and more expensive is safety. The BMW 2002 and E30 were awesome cars, but they didn’t have half of the equipment that is now standard on cars. 6 airbags, traction control systems, and creature comforts like power windows, locks, and seats are now “must have” items. I miss my old 1988 16v VW, but it couldn’t hold a candle to todays cars when it comes to safety and comfort.
I tend to respect Peter de Lorenzo’s opinions. Afterr all the man has more than 35 years experience working at all levels of the auto industry (Read: He has seen it all) and his father was a higher up in General Motors back in the day.
The way I read his critiques, is that he says it like it is. He is not afraid of ruffling feathers. His weekly column is read by auto executives the world over.
I agree that progress and change are a constant force driving the automobile industry. But it is also important to never lose sight of what brought you here in the first place. I don’t think anyone is clamoring for a 100% return of a BMW 2002 like vehicle. But a lot of us would like to see newer vehicles from BMW reflecting on the core principles that put them on the map in the first place.
To me the 1 Series is a return to those principles. While still a porker and chock full of wizardry, the car makes a better connection to the 2002 and E30 Bimmers of yesteryear. There is a fine line that every manufacturer has to walk. Customers demand and pay for safety (That was nt the case 20-30 years ago), legislation around the world is tighter and demands vehicles that meet minimum safety and emissions standards, etc, etc.
Is not an easy position to be in. But converserly, I don’t think that a 4,000+ BMW M3 is what you would call “progress”. Something is amiss in that equation.
I meant a 4,000+ pound BMW M3.
Go retro like Ford did with the Mustang and bring back the 2002Tii.
<blockquote>Right on, Ron!!! Why does each succeeding model year have to keep getting bigger? Never could understand the reasoning behind that. If I had wanted a larger car I would have bought a different car.</blockquote>
That’s pure nonsense. The R56 has stayed the same size for the last 3 model years (’07-’09). If anything it’s shorter due to the tailpipe protruding less.;) Yes, the Clubman is larger by a whopping 9.5″ but they STILL offer the R56. As soon as they drop the R56 completely in favor of the R55 or R60 then complaints are due. Offering more choice is definitely the MINI way. Also, I will welcome the R60 if that makes them profitable enough to introduce newer, smaller variants as has been promised.