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    BMW current direction

    Anyone else noticed the recent marketing fuckups at BMW, dubbing an M2 with an Audi V10 soundtrack, insulting their ICE customers as 'boomers', their recent line-up,  canceling their Motorsport program, ...

    I wonder what made them decide to turn their back on their rich heritage. Their heritage to me would seem exactly what they need to cultivate going forward, not throw it in the bin as if they're ashamed for it? Smiley

    Exhibit 1:

    https://www.bmw.com/en/events/ces/2cars.html

    Exhibit 2:

    https://www.thedrive.com/news/38549/heres-the-v10-dubbed-m2-clip-bmw-released-and-tried-to-erase-from-the-internet

    Where they come from:

    https://www.youtube.com/watch?v=plxNfU-PA2c

     


    --

    1969 Mercedes-Benz 300SEL 6.3  / 2018 Mercedes-AMG E63 S / 2020 Ferrari 812SF


    Re: BMW current direction

    To be honest, similar to Mercedes, I think that BMW doesn't know exactly what direction to follow... Smiley

    I think VW Group has a much better grasp (and planning) of the future of cars.


    --

    RC (Germany) - Rennteam Editor Lamborghini Huracan Performante (2019), Mercedes GLC63 S AMG (2020), Mercedes C63 S AMG Cab (2019), Jeep Grand Cherokee Trackhawk (2019 EU)


    Re: BMW current direction

    The problem is the push of legislators especially in the EU incl. the UK for electrification particularly within a very tight timescale.

    Manufacturers are rushing towards meeting this goal and they have become confused. What is distorting matters more is the marketing effort to present EVs as a continuation of their desirable "normal" cars. A good example is the marketing campaign by Porsche to promote the Taycan as a most desirable performance car on par with the performance  legends of the marque.

    Formula E motorsport is also a joke. It's a good thing Audi and BMW are leaving this charade.

    The EV legislation is going to hurt mostly the premium brands which have relied on heritage, charismatic performance cars and on real Motorsport. If Renault, Peugeot or FIAT electrify no one will notice the difference or care enough but if Porsche or AMG or BMW M do the same, customers will eventually abandon. After all an electric motor is no more than an electric motor without any fascination or atraction.  The allure of the various gearboxes will be equally gone. Porsche want us to be excited about their 2-gear Taycan smiley

    We've had Petrolheads for years worshiping the various types of engines and their characterisitcs and sounds. I don't think we'll have Electricityhead in future. The car will become a mere appliance comparable to the refrigerator or to the electric toothbrush. The heritage of the successful manufacturers of yesterday will eventually be wiped out. See how Porsche are struggling to overcome Tesla.

    EVs will not reduce the overall pollution on the planet. The burden of pollution will just shift to other locations where the extra electric power will have to be generated. Besides, there are countries outside what we call "The West" which due to their limited wealth and/or huge geographical size will be unwilling and/or unable to electrify. I am sure China will oblige by satisfying this demand for ICE cars. And air pollution as we know cannot be held stationary.

    God Bless the Internal Combustion Engine fueled by petrol.indecision

     


    --

     

    "Porsche....and Nothing else matters"

     


    Re: BMW current direction

    https://www.youtube.com/watch?v=AgfyjA8mHNA


    --

    18 GT3 Manual, 73 Carrera RS 2.7 Carbon Fiber replica (1,890 lbs), 06 EVO9 with track mods. Former: 16 Cayman GT4, 73 911S, Two 951S's, 996 C2, 993 C2, 98 Ferrari 550, 79 635CSi


    Re: BMW current direction

    Fwiw I stand for a totally free market and am very opposed to any laws or tax advantages forcing EV adoption.  If it makes common sense for some then let the market create products for them.  Otherwise such laws are crap. Same goes for government interference in other industries. 


    Re: BMW current direction

    I think newer generations don't really care as much about car "heritage" and BMW is probably trying to simultaneously cater to every demographic. Which makes them fall short on all of them. 


    Re: BMW current direction

    newer generation are not into cars yes more into social networks and following influencer.


    --

    GT Lover, Porsche fan

    991.2 GT3 manual

    Cayenne GTS 2014


    Re: BMW current direction

    Enmanuel:

    I think newer generations don't really care as much about car "heritage" and BMW is probably trying to simultaneously cater to every demographic. Which makes them fall short on all of them. 

    There's a difference between catering to both demographic (as Porsche is doing currently imo) and spitting on your old clientèle and products...


    --

    1969 Mercedes-Benz 300SEL 6.3  / 2018 Mercedes-AMG E63 S / 2020 Ferrari 812SF


    Re: BMW current direction

    The context is also different compared to 20y ago. for instance, look at F1 20 years ago and now formula E?

    A lot of cars are becoming boring and that starts from the top of the food chain. the political direction into greener and no emission standards.

    Heritage and connection to the past with actual context is a difficult exercise as the current hype is taking an opposite direction in term of image and trend compared to the ''heritage'' of any brand. But talking like that to your long term clientele and pretend to reinvent your image by neglecting your previous product is a dangerous bet.

     


    --

    GT Lover, Porsche fan

    991.2 GT3 manual

    Cayenne GTS 2014


    Re: BMW current direction

    The V10 sound fuck up was local to the US, no? Probably some local agency that dropped the ball...


    --

    997.2 4S / BMW 745e / Donkervoort GT 


    Re: BMW current direction

    spudgun:

    The V10 sound fuck up was local to the US, no? Probably some local agency that dropped the ball...

    The other add I showed was a BMW US one as well, but still how does that pass approval... It shouldn't/couldn't happen to a company like BMW.


    --

    1969 Mercedes-Benz 300SEL 6.3  / 2018 Mercedes-AMG E63 S / 2020 Ferrari 812SF


    Re: BMW current direction

    spudgun:

    The V10 sound fuck up was local to the US, no? Probably some local agency that dropped the ball...

    That was my thought too, but it still means people signed off on it, who had no clue what their own cars sound like..... Smiley


    --

    2017 Range Rover Sport S/C,  2019 Porsche 911 Turbo


    Re: BMW current direction

    Wasn’t the video on a dealer’s website versus the BMW USA site?  Just an attention getter that’s gone viral.  


    Re: BMW current direction

    BMW cars have been going down hill for years from a driveability standpoint. I started with E46s (330Ci, M3) and adored them. However, while newer versions have had fantastic engines they have gotten bulkier and more boring, progressively. Now, it's the designs that don't appeal. After owning 10 of them over the last 18 or so years, I'm done with them unless something changes.


    Re: BMW current direction

    JoeRockhead:

    BMW cars have been going down hill for years from a driveability standpoint. I started with E46s (330Ci, M3) and adored them. However, while newer versions have had fantastic engines they have gotten bulkier and more boring, progressively. Now, it's the designs that don't appeal. After owning 10 of them over the last 18 or so years, I'm done with them unless something changes.

    Isn’t that the case with all manufacturers? Sign of the times…


    --

    997.2 4S / BMW 745e / Donkervoort GT 


    Re: BMW current direction

    the-missile:

    newer generation are not into cars yes more into social networks and following influencer.

    True I'm afraid. New generation is not only (almost) asexual Smiley but also more interested in social media and appearances, rather than real products and especially cars. 

    Young people are still impressed with expensive cars (I think the price and appearance matters more than the car itself or what it can do) but in a completely different way.


    --

    RC (Germany) - Rennteam Editor Lamborghini Huracan Performante (2019), Mercedes GLC63 S AMG (2020), Mercedes C63 S AMG Cab (2019), Jeep Grand Cherokee Trackhawk (2019 EU)


    Re: BMW current direction

    If someone excludes the supersportscars and the like, I don't think that any of the numerous car brands and models from around the world offer a more satisfying drive than BMW and certain Mercedes models.

    Porsche is a unique case in that its cars rank between the premium  the luxury classes depending on the model, Porsche have a strong brand following but BMW and Mercedes offer better value for money for almost equivalent driving pleasure, This applies not only to SUVs and limousines but also to sportscars.


    --

     

    "Porsche....and Nothing else matters"

     


    Re: BMW current direction

    There was an oversupply of models in recent years. BMW still offers an upgraded product at an affordable price. It is just not as unique as it was 20-30 years ago. 


     
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