BMW has really immersed its toes in the small volume segment between the exclusive concept for reality cars such as speedtop and skytop and adventurous new products such as the BMW “Rugged” off-road “off-road SUV. We recently learned that the brand is planning to continue to explore niche models with great interest. A precedent that started at 3.0 CSL from 2022 has led to tailor -made and exclusive models in the past three years than in most cumulative history of BMW. And in exclusive conversations with Bernd Koerber, Senior Vice President BMW Brand and Product Management, we learned that Bayern is just starting.
BMW will introduce new niche models
Koerber begins to reduce BMW’s basic brand strategy. First, the car manufacturer focuses on doing the volume segments correctly. In particular models such as the 3 Series. “As soon as we have the volume segments correctly, we started to see:” What can do with M? How do we deal with niche cars? “, He says. It includes cars such as skytop and speedtop, cars that were” small series, very much in the focus of the past two or three years “. Why exactly does BMW continue to do such things instead of investing in more democratized platforms? It’s simple and obvious: branded trunk tree.
However, if Koerber’s words are a gospel, there is a lot that you can look forward to. “There will be a lot to see without going into details in which we pay in unique areas, things that pay a lot into the brand,” says Koerber. He claims that BMW “differentiates between competitors who remain in the mass segments”, which is true. No rival has developed at the level of Skytop or Speedtop. Even the 3.0 CSL has no real comparison about the rest of the German brands, although Porsche’s cultural-driven models could perhaps be in the same conversation.
BMW produce special models
It is easy to hear, as Koerber points out that special BMWs are on the move. It is twice to hear that there is a focus on brand heirs. Most of it also connects what Koerber said about cars to get to the US market. In fact, his words reflect almost exactly on this topic. When he spoke of extreme touring models in the USA, he claimed that this paid off for the brand. This could mean some exotic iterations in the states, but it also sounds as if BMW will be in the next few years. Interestingly, the usual competitors do not seem to be in sight anywhere. We can’t wait to see what Koerber and the brand have prepared for us.
