Unusually for the company, BMW’s large coupés have traditionally been rather fickle creatures.
The success of the German car industry is founded upon consistency and evolution. BMW is no exception, as exemplified by its core 3 and 5 series models, which have rarely deviated from the proven and tested formulae.
While other BMW models haven’t been as consistent and successful what with the 7 series never quite recovering from the after effects of the very disruptive E65 generation, it’s the brand’s large coupés that have been by far the most systematically unsteady. Continue reading “What’s It Going To Be Then, Eh?”
Even marketing isn’t as one-dimensional a domain as some would like to believe – as proven by two very different promotional videos marketing two supposedly very similar products, albeit more than two decades apart.
Don’t be simply any person – be the person. By driving the car. The 8.
This largely sums up the essence of what the promo video for BMW’s all-new (for 2019) Achter is telling the viewer. Don’t drive anywhere – only LA and some salt river will do. Don’t live somewhere – a minimalist industrial chic loft will just about do. But only if your car can access it too. Then, and only then, are you smart, cool, cosmopolitan enough to understand that The 8 is just what you need in your life.
Despite arguably being the most gifted automotive engineer and manager of his generation, Prof Dr Wolfgang Reitzle would only ever enter the captain’s chair once he left the car industry for good.
It is one of automotive history’s more baffling paradoxes that a man of such undisputed talents as Wolfgang Reitzle never reached the post of chief executive at an automotive business. But as with a great many other high achievers, it actually was the same traits that had brought Reitzle so close to the apex that ultimately prevented him from arriving there.