BMW have enjoyed a decade of success selling an ever-expanding range of four wheel drive hatchbacks. Now they are making their largest one yet. What madness is this?
“I think if you try and make something impressive, rather than good, you’re doomed.” Spen King, engineer and creator of the Range Rover.
On paper at least, BMW is the smallest and theoretically most vulnerable of the German premium big three. Daimler is bigger and its business more diverse. Audi is insulated to a large extent by nestling within the VW mothership. This however ignores BMW’s deftness as a business, to say nothing of its profitability and net worth, which may well outstrip its rivals.