The author charts the evolution of BMW’s design over the past sixty years and laments the dismal state it is in today.
In the late 1950’s BMW was a company in deep financial trouble. It had been posting losses for a number of years as an increasingly affluent West German middle-class turned away from its motorcycles and Isetta bubble car but could not afford its 501 luxury saloon.
Moreover, the BMW 507 roadster, although beautiful, had proved financially ruinous for the company. Only 252 roadsters were produced over three years in production between 1956 and 1959. It was virtually hand-built and, even at a price of almost $10,000 (equivalent to $97,400 in 2021) in the US market for which it was primarily designed, BMW lost money on every single one sold. Consequently, the company posted a loss of DM15 million in 1959 and found itself on the verge of bankruptcy.
Daimler-Benz considered what would effectively have been a takeover of its troubled Bavarian rival. A proposal for a merger was tabled, but this was rejected by BMW’s shareholders. Instead, it was the Quandt family, whose wealth derived from a wide range of industrial holdings, that came to the rescue and recapitalised the company. A plan was formulated for a product-led reinvigoration of BMW. Continue reading “A Longer Read: Six Decades of Separation”
The jury may still be out on the Mk8, but most commentators would adjudge the 1991 Mk3 to be the poorest articulation of the qualities that made the Golf into an automotive phenomenon over the past five decades.
The 1974 Volkswagen Golf Mk1 was a simply brilliant car. In retrospect, however, it appears to be something of an outlier in the eight-generation history of the model. When one thinks of Volkswagen’s C-segment stalwart, the characteristics that come immediately to mind are the high quality of its design, engineering(1) and build, its sober, timeless styling that eschews fads and fashion, good (but not outstanding) dynamics and most importantly, the quiet self-confidence, perhaps even bordering on smugness, it instils in its owners. Golf ownership says: “I could have spent more, but why would I?”
Unburdened by any of this later baggage, the Golf Mk1 was more Italianate than Germanic in character, with its sharp Giugiaro styling, lightweight construction, and peppy and eager (if noisy) engines, to the extent that nobody would have been surprised if it had emerged as Fiat’s hatchback replacement for the 128(2). It also shared another less desirable Italian characteristic, a propensity to Continue reading “A Poor Round”