BMW is and has been one of the premier purveyors of performance luxury vehicles in its (year) existence. This is the brand built on the slogan “The Ultimate Driving Machine.”
While the core models have remained true to the brand’s original mission, new additions have drifted further and further away – the recently introduced BMW X1 and 5-Series GT, to give a few examples.
BMW has been on a relentless quest for volume , and it seems to now be going at any lengths to achieve those goals. wE thought MINI was supposed to fill the inexpensive, volume role, but we guess not.
The confirmation of front-wheel drive models came at the BMW Annual Accounts Press Conference by Dr. Norbert Reithofer, chairman of the BMW AG Board of Management. Here is his exact quote:
“In the future, we will generate growth both in the large model segments and in the compact and sub-compact model segments. We will launch more MINI and BMW models and variants – also in the small car segment. This segment is expected to grow further.
And we will take advantage of this opportunity. We are exploring the possibility of developing a joint architecture for the front and four-wheel drive systems of these cars.”
How low does BMW need to go, introducing a Corolla competitor? MINI could and should be expanded, but we think the core BMW brand should be left alone as much as possible – it is one of the most valuable brand names in the world and it should be protected.
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