BMW Could Eliminate Some Models

Over the years we’ve been used to BMW continually slicing the pie thinner and thinner with model variants. However that may be about to change. In an interview with Automotive News Ian Robertson, head of global sales and marketing, said: “The checkerboard is getting quite full. There are not many more concepts. And I think we are reaching the phase where we will start to take some out — it’s too complicated, and there are too many. And there are products whose market has dropped and not recovered.”

Our immediate thought goes to wagons. And yes, we have heard that the lone wagon in the US market will be dead when the current F31 ceases production. But outside the US they still sell in volume. So where does he see opportunity to contract?


“The areas where recovery didn’t happen were places like roadsters and convertibles, so most manufacturers are extending the life span of those types of products or looking for joint venture partners.”

Will BMW reduce the number of body styles? “We will refine it, shall we say,” Robertson said.

BMW 6 series

Immediately what comes to mind is BMW’s upcoming join venture with Toyota that will spawn the successor the Z4 roadster. Additionally we’ve seen the MINI Roadster (and coupe) get axed with no replacement in sight. But we do know that BMW is planning on continuing the large convertible with the ultra luxurious 8 Series coming to market in the coming year. So further model “refinement” might include other fixed room models.

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  • SockRolid

    There really is way too much overlap between many BMW models. E.g. 5-Series vs. 4-Series Gran Coupe, 5-Series GT vs. X5, 6-Series Gran Coupe vs. 7-Series, ad nauseam. I can’t believe that BMW can sustain so many variations within each Series line.

    And now there are spy shots of a camouflaged 8-Series. Or is it just a bigger next-gen 6-Series? Sure, I can understand the something-for-everybody concept. But in practice, I think BMW has already put too many variations on a theme in their lineup.

  • flyinace2000


  • Their wagon’s don’t sell here because they are too busy placating Americans with their SAV’s. If they really cared they would do a better job of marketing the wagon’s and take a Volvo and Audi route and create a soft road version of their existing wagon’s since they’re already being sold elsewhere in the world anyway so they would continue to leverage economies of scale and provide a product that there are very few of. This would even create an alternative to the X models that they could sell when those models become low in inventory. Not everyone wants and SAV/SUV/CUV in the U.S. Subaru and VW are proof of that. Axing the BMW wagon in the U.S. is a mistake more so than the creation and launch of their genius “GT” bodystyle.

    • Couldn’t agree more

      • Kathy Rick Talbot

        Loved our ’14 F31 M-Sport wagon…got it ED with re-delivery in Spartanburg..alas turned it in at lease-end.

  • Nick Dawson

    BMW has just released official pictures of the all-new 5-Series Touring, ahead of the Geneva Auto Show. Wow – how could anyone not love this car. It’s a real shame that my American cousins won’t be able to buy one.