One Series After Another

Last year BMW announced that they would be launching a 4-series, in order to compete with Audi's A5 model. The 4-series, which will be a smaller 5-series GT in coupe style with four doors (as shown below), is an extension to the 3-Series family of saloons, coupes, convertibles and estates. Following BMW's tried and tested rear-wheel drive model, the 4 will also be offered in the X-drive format, in some markets.

Photo: Auto Express

However, is it just me or is it just one new series after another?


It's like keeping up with the competition or that famous idiom, 'keeping up with the Joneses'. David Kiley, author of 'Driven - BMW: The Most Admired Car Company in the World', argued that what set BMW apart from the others was that they didn't make vehicles to fill "a sudden popular market niche." I cannot help but feel that this is what's happening. 


Contrary to Kiley's statement, a blog about the 4-Series on Force GT described BMW as "currently the biggest niche product manufacturer in the world and they are about to add another niche line up to their range – the BMW 4-Series." I wonder if this model was always on the cards or if it was born on the back of the A5's success? 


Either way, BMW's product expansion will no doubt cause confusion amongst those who are less aware of what the company are up to. I can hear people ask, "What is a 4-series?", "It looks like a 3-Series, but it's bigger" and so on. Will such questions and statements be good for the brand, long term? With so many variations from the original five or so models, will BMW still be thought of as the company who makes amazing rear-wheel drive cars or the company that does a bit of everything? My concern lies with the heritage of the company, and what changes like these could do to heritage in future. 


Not so long ago, the BMW range could be counted on one hand, now it has gone from 3, 5, 7 and Z-Series, to 1, 3, 5, GT, 6, 7, Z and X, with no less than four models in the X range. Furthermore, it will not be long until this line-up will be graced by the 2-Series (next generation 1-Series coupe) and the 4-Series. 


Notwithstanding a future front-wheel drive BMW, which is on one hand rather exciting and the other slightly hair-raising (to die-hard enthusiasts). What way will the brand be perceived in future?