The Americans are still salty about the lack of an M3 tour. But we have good news: In the future, rarer cars for the US market can be considered. In exclusive conversations with Bernd Koerber, Senior Vice President BMW brand and product management, we learned that cars could be on the American menu again. Of course there are some restrictive factors.
Rare BMW tours can meet the US coast
We asked Bernd Flat Out: Would he ever consider selling an M3 touring or a 3 series tour in the States? To our surprise he said yes. “There is a market for more extreme tours in the United States,” says Koerber. “Whenever we have something or do something special and then bring something to the USA, it can work,” he continues. He explains that the way in which Europe and American markets look at cars are similar, but also different.
“In Europe I would say that touring is a combination of cool, unique form, but also this functional aspect,” he says. In America he says that buyers are more touring for their unique form. And due to the attractiveness that is strictly in the silhouette of the car, he sees no reason to limit the tower models in the USA to just the 5 Series. “If we do it, it doesn’t have to be limited to 5,” he told us.
Of course we think that you are better lucky, an M3 tour or higher than, for example, a base -3 car. A large invasion of the cars is unlikely because Bernd “unique” shows every US tour. He explains: “I would never pursue a mass approach like in Europe. I would always go top engine. I would be the logic of” Okay, this is not a volume model, it will be a niche “. In our words, rare turm models bring the brand to a either wider audience and at the same time argue enthusiasts who have already asked for these models for years.
Was the G81 M3 a missed the opportunity?
When asked whether the brand’s decision not to bring the current M3 touring in Stateside, a missed opportunity, Koerber’s answer was also clear: no. He believes that something can be said for the uniqueness and our interpretation of his words is that BMW secured demand and ensured that the M3 touring was treated as something special special By excluding US buyers from the club. If you go “all in” and offer the G81 for the states, it could backfire by “watering down” the uniqueness of tours.
We are not sure whether we agree with the last part, but in both cases it seems that BMW will bring more than open to some exotic cars to the USA in the future. We can’t wait to see what is in the pipeline. And what is even more important how “niche” these models will really be.
