BMW and Daimler continue to talk platform sharing, just like BMW has with Fiat and PSA Peugeot Citroen. BMW realizes that in order for it to remain “independent ” (in quotes because we feel platform sharing is not really independent) it must share platforms on at least some of its models. There are internal and external concerns that platform sharing would not only diminish the characteristics of what makes a BMW a BMW, but the brand ‘s image.

“There are clear limits. The BMW brand, which one study has valued at $24 billion, must not be diluted or the brand identity damaged, ” BMW ‘s Norbert Reithofer told the Frankfurter Allgemeine Zeitung in an interview according to Reuters.

The real question for us is if all this talk of platform sharing really makes sense to keep the brand alive. With the down turn in the economy, large scale manufacturers that rely on volume to stay a float are having serious issues and burning through capital reserves like it is going out of style. Toyota lost in excess of $6 Billion last quarter, in no small part because they can ‘t move the volume they need. While BMW had a loss for the quarter in the hundreds of millions, it was less proportional to the cash reserves on hand than the most manufacturers. Smaller brands have advantages in times like these.

If you look to the Daimler-Chrysler merger of less than a decade ago, it is a prime example of what not to do in the world of automotive manufacturing. The image/design of one brand suffered because of compromises that needed to be made in order to share platforms. Even though only the smaller MB products shared platforms with the Chrysler line, there was an obvious difference in the style and overall performance because of it. Some of the obsolete MB platforms were also used for the larger Chrysler products. While this was a merger and there were other reasons for its demise it also shows how being locked into a chassis that does not perfectly fit your brands needs is a compromise that just can not be successful; no matter the cost savings.

If BMW were to cross share platforms with Daimler, we would see the A class, B Class, MINI (and variants), and 1 series all more than likely off the same platform.Dr. Zetsche said to Reuters in an interview some weeks ago that there are only a few areas that cooperation were out of the question. This indicates that there is a strong possibility that many of the components would be shared except for exclusive technologies and such. With that scenario the overall differences would be basically in styling. Not to dismiss BMW styling but with Alfa Romeo destined to the US shores, if people are going to buy a car based on looks and emotion solely that is where the purchase is going to be as some of those models are just gorgeous. If the models drive like a BMW should there is less of a concern but if they drive like a MB or even a watered down BMW that is a huge concern.

As enthusiasts there is the unrelenting fact that no matter what BMW has thrown at us, it has driven well. With the cross sharing of platforms and more this may become compromised, and in reality wipe out all the brand has stood for. While we would tend to think BMW would not make such compromises it is always a possibility, as we have already begun to see a shift of cars originally marketed as sports cars now approaching touring car status but that topic is for another day. The idea of making an internal “super ” platform seems to make more sense than going outside the group; but we are just enthusiasts!