Yep, we think it looks bad as well. The BMW X5 meets
the Dodge Pickup.
Controversial
New Models for the Beemer Brand
April
16, 2004
BY AUGUSTE HOCKING, GENERAL EDITOR @ bmwfirst.com
It's quite a shock
to the system when things change. Change brings a whole new set of challenges,
namely the slow and sometimes painful process of adaptation. I'm anticipating
such a challenge in relation to BMW's latest models.
For some, news
of the BMW "Pickup" (we have been unsuccessful in our attempts
to get an actual name from BMW) heralds a new age in the urban trendiness
of the brand. For others, among whom I count myself, the Beemer 'truck'
strikes horror into my mind as I grumble to myself about another entirely
ostentatious vehicle without any practical function on our roads.
MARKET EXPANSION
It seems
BMW wants a finger in every segment of the automobile pie. From the
strategic outlook demonstrated over the last few months and the huge
release of new models, the line coming from BMW is that "if we
don't sell it, we will soon sell it". This statement applies to
the wide variety of automobiles with four-wheels available in the world
market. The BMW 1 Series has established the Bavarian carmaker in the
hatchback market for urban dwellers, while the X Series has brandished
BMW as a viable competitor in the fast emerging and highly popular city-SUV
market segment. Still further, it seems, that BMW will produce a 'ute'
and a 'people mover' to extend sales to new market territory. On top
of that, a super 'SUV' (or 'SAV' as BMW keeps insisting) in the name
of the 'X7' will represent an ultra-luxury and ultra-sized addition
to take on the larger American offerings by Ford, Dodge and Jeep head-to-head.
PROPOSED
NEW MODELS
- BMW 'Pickup' (Name not confirmed)
- X7
- BMW 'People Mover' (Name not confirmed)
- Drop-top Six Series
Enter
the ultra-luxury SUV (or SAV), BMW style , the X7. |
This is BMW trying something its never done before,
the "People Mover". The results could be scary. |
Say
'hello' to the snazzy Drop-Top Six Series
CHRIS
BANGLE - THE 'BANG' BEHIND THE NEW BMW
I'm not the first to question the aggressive styling strategy adopted
by BMW. BMW's new Head of Engineering and Design, Chris Bangle is a
man who's not afraid to pull a few ambitious shots in the aesthetic
arena. His first strategic deployment of new age styling arrived with
the E65/66 7 Series in 2002 and has continued with the Z4, the 2003
5 Series and the soon to be available 1 and 2 Series models. Bangle's
design impetus is expected to continue throughout all new models planned
for release before 2007. Some have their reservations about the significant
design revamp undertaken by BMW in recent months but others have praised
the ingenuity of the carmaker for its resilience in the promotion of
innovation - at a time where it seems other brands have 'run out of
ideas.' And this is true, some manufacturers would have remained static
in design and reluctant to make any major moves once in possession of
a hugely popular model (say for example BMW's E39 Five Series). But
BMW has crusaded ahead and gambled on the aggressively seductive newer
models which may at first shock but do seem to have lasting appeal.
WILL
BMW HAVE THE STRATEGY TO DOMINATE A NEW MARKET?
BMW
has traditionally been a maker of luxury saloons. BMW's recent foray
into small hatchbacks, enter the 1 and 2 Series - while too early to
tell is an ambitious move. These smaller cars are generally highly fuel
efficient, priced cheaply and previously hit a certain segment of the
market of which BMW had little penetration. The 316i Compact made small
inroads but was never really competitive. What BMW must realize, and
hasn't embraced by the look of the first round of pricing on 1 &
2 units, is that these are cheap cars. They are meant to be produced
bought for precious little cost. In Australia, the Toyota Echo and Hyundai
Excel are examples of the highly successful hatchback. Both retail for
under $15,000 (AUD). BMW's first 1 Series will sell for $37,000 (AUD),
clearly above that of the average price range of the segment. To compete
effectively, BMW will have to reflect the price concerns of the market
for such a vehicle. Again, the 'People Mover', the stable product of
car companies such as Toyota and Kia, is marketed as an economical choice
on price terms. BMW, traditionally a luxury carmaker will either have
to reduce production costs in these vehicles, forgoing quality and prestige,
or accept what must be a limited proportion of the market share.
Thats the round up for now.
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