Originally Posted By: Quattro Pete
Originally Posted By: d00df00d
IMO, what's really wrong with BMW today is that they are trying to be Mercedes. Less focused on the joy of driving, more focused on comfort and kitsch. It's like they completely forgot what made them great. But that's another story.
They haven't forgotten, IMO. They just want to appeal to a different/bigger piece of the market in order to increase sales.
Here is my take on it. Others are free to disagree.
An average new BMW car buyer in the US may like to brag about the fact that they own an UDM, but he/she doesn't really care to drive a true UDM which would sacrifice comfort for crisp handling and sporty/stiff suspension. What he/she wants is a couch on wheels with a BMW logo on it. And so BMW plays into it. Recent new BMWs have toned down the sportiness in exchange for more comfort. BMW has become much closer to Mercedes in that respect.
This made it easier for other car makers to catch up to BMW when it comes to handling because BMW has started moving backwards in that department. Example: Caddy ATS.
Is it a bad thing? As far as BMW is concerned, it's a great thing. Their sales are doing well. Now, if you're one of the minority, looking for that best handling fun small sedan, you might have to look elsewhere, or pay up for an M3.
Alas, as the article in the OP states, some of these top performing BMWs are currently far from reliable.
Welll yeah. That's why I said it's
like they forgot what made them great. I'm sure it's all sitting in a drawer somewhere in HQ.
I think you're generally right in your assessment. I feel pretty much the same way. There are only two things that give me pause.
First, it's not like there's no major market for what BMW used to offer. It must have been a pretty big deal for a long time, or BMW would never have become the powerhouse it now is. The market must also still be pretty significant, because Cadillac is picking up BMW's slack. It may be true that the market for plush barges is bigger, but it can't be true that no one cares about cars that are more fun to drive.
Second, BMW was successful not just because it made good products, but because it had a sustainable brand. Brand sustainability depends (among many things) on having a distinct offering that appeals to a loyal customer base, and it seems to me that they are deliberately giving something up in those respects. It may pay off now, but at some point the chickens are going to come home to roost. The 3-Series and 5-Series have lost their long-held positions as the best driving cars in their respective classes, and the M brand is no longer secure as the enthusiast's choice. That's bound to spell trouble unless BMW turns things around in a big way.