BMW’s ‘Business Sedan’ enters a new era.

For two carmakers so often portrayed as being in diametric opposition, more appears to unite Bavaria’s BMW and Stuttgart’s Mercedes-Benz than separates them. Take their (once) core products for example. Both carmakers remade their post-Wirtschaftswunder identities with medium-sized saloons, recognising that catering to an emergent middle (and business) class was a more lucrative business model than the (slow-selling) plutocratic conveyances previously proffered[1].
In BMW’s case, the (New Class) 1500 Saloon of 1961 was to prove its lifeline and subsequent profit engine, a model which not only set the carmaker’s visual and conceptual template for over half a century, but would over time evolve into BMW’s most commercially significant — the 5 Series — whose eighth (G60) incarnation was officially announced last week[2].
The timing of this announcement is perhaps at least as interesting as the product itself, with BMW and Mercedes seemingly locked into a self-defeating race for market domination. So with Sindelfingen showing their hand in late April, it was clearly deemed necessary for Milbertshofen to Continue reading “Doing the Business”