PHOTO GALLERY: BMW Picks Two Talented Women To 'De-Chick' The 2010 Z4- Have They Done It?

One of the hardest things to do in the car business, is to change a car models reputation once the public has labeled it.

Over the past few years, certain car models have earned the label 'Chick Car' by a lot the USA car consumers.

The last generation BMW Z4's, Mercedes SLK's and Porsche Boxster's all seem to carry that label.

2010 BMW Z4 Photo Gallery



The task at BMW was to make a much better car than the last version but to also 'De-Chick' the Z.

The Spies were in Alicante, Spain this week driving it with other members of the automotive press, to see if the new Z4 delivers on the promise and if we can announce to the world, that the label is no longer valid.

And we can happily tell you that the 'Chick Car' label is no longer applicable to this hot, sexy, iconic roadster.

The new Z is improved on EVERY level from exterior/interior design, interior room, performance, transmission, sound, feel, fit, finish and material quality.

And a lot of the credit for 'De-Chicking' the car goes to the two extremely talented females, yes, females (Nadya Arnaout-Interior, Juliane Blasi-Exterior) who designed it.



We know how it looks now but how does it drive?

The new Z4 drives like it looks with it's killer 3.5 engine, great DSG tranny, best of breed suspension and new more throaty exhaust sounds.

Does it drive better than a Boxster S or Cayman, our benchmarks for the class?

In my opinion no but that is strictly because the new Z4 carries the traditional long hood you find on all iconic roadsters, and I prefer a shorter front overhang .

Plus, I personally prefer the drive of the Boxster/Cayman.

But I think the new Z4 is the better car for MOST drivers and I'll tell you why.

1. It's roomier inside and guys like me can actually fit which makes the interior more liveable day to day.
2. It's the best looking, inside AND out.
3. It sounds better, even if you specify sport exhaust on your Porsche.
4. The electronics/telematics system are better.
5. The retractable hardtop is the way to go. I don't care if there is more room in a canvas cars trunk or it makes the car a little heavier. Convenience wins me over here and I suspect it will for most people.
6. Full maintenance and BMW assist is included.















The Boxster is the better drive but the better all around choice in my opinion is the Z4 and the car I believe that will sell better.

For the USA buyers who can't get an Alfa roadster here but yearn for the romance of a car like that, we believe the Z4 is your choice, in this segment.

But the most important impression is yours.

Has BMW successfully 'De-Chicked' the new Z and is it the new top of the class in your mind?

What are your thoughts?

Enjoy the Z4 photo gallery and be sure to check out our photo gallery from Geneva below

2010 BMW Z4 Photo Gallery

2009 Geneva Motor Show Photo Gallery

If YOU have photos you want published, email them from your cellphone, digital camera or pc to mobile@autospies.com

DocMarten - 3/19/2009 9:46:58 PM

+1 Boost

Those are some nice pictures Agent001. But why would BMW want to "De-Chick" these cars? A sale is a sale, and BMW needs all the sales they can get, looking at their latest bad news. The Z3 and Z4 never really did that well. Cheerleaders love BMW convertibles. I think more men might be interested in this one, but that is not certain.

theoptimisticpessimist - 3/20/2009 5:48:55 PM

0 Boost

"The Z3 and Z4 never really did that well." You really don't know anything about the automotive industry at all do you. Both Z3 and Z4 were the SELLS LEADERS of their class.

Agent001 - 3/19/2009 10:26:37 PM

+5 Boost

You're misunderstanding me.

Don't mean they don't want to sell to women but that it is better to have an neutral impression.

You want people to think it is equally attractive to a woman OR a man.

001

investor27 - 3/19/2009 10:49:03 PM

+2 Boost

"The only hard-top roadster..." I thought the Mazda Miata had a hard-top for a few years now. What on Earth is BMW talking about?

Anthony - 3/19/2009 10:58:59 PM

+2 Boost

I think the exterior design achieves a neutral balance among the sexes all its own. This is a good-looking car, whether a guy or a girl chooses to drive it.

Audiphile - 3/19/2009 11:38:27 PM

+4 Boost

It does look a bit more masculine, primarily because it looks so long. (With the top up, the new Z4 looks like a small Mercedes McLaren SLR.) It is less stubby than the old car, less "cute", thus less of a "chick car". Unfortunately, I'll bet that I'm still too tall to fit in it!

Agent001 - 3/20/2009 12:22:54 AM

+1 Boost

I'm 6'5" and I fit fine.

001

SmokeEm - 3/20/2009 1:28:47 AM

+1 Boost

Agent001, just a slight correction. The Z4 uses a 3.0 NA or 3.0 Twin-Turbo I6. There is no "3.5 engine", unless you meant sDrive35i.

But, I agree, this thing won't touch a Cayman or Boxster. Those are on a whole different level. Porsche plays ball in a different league than BMW.

I personally think is looks even more feminine than before with the softer curves. The Z4 looked harder edged. It will appeal to women.

Agent001 - 3/20/2009 10:54:25 AM

+3 Boost

Yes, SDrive 35 is what I'm referring to.

001

Agent001 - 3/20/2009 10:55:51 AM

+1 Boost

So Tony,

WHAT car in the segment is the best in your opinion if you don't like the Z4?

001

_43LE - 3/20/2009 9:43:13 AM

+3 Boost

This design is much better that the last one. I think this car would appeal to both sexes equally.

phantom330 - 3/20/2009 10:47:14 AM

+1 Boost

Are then performance stats out there yet? I'd be willing to bet that with the turbo 3.0 this car is going to be leaving most of the competition in the dust.

Hantra - 3/20/2009 10:54:13 AM

+2 Boost

Next project: Pick a couple of straight, Budweiser-drinking males to DE-GHEY the 6 Series.

EVOaz - 3/20/2009 12:12:21 PM

0 Boost

I think BMW did an amazing job on the design of this car, and I think the M version will be a great car to look for. That being said, I don't think they've "de-chicked" it. The primary reasons chick cars are chick cars are size and luxury(i use this term loosely, it excludes the cars like the elise). A car that's less than ~175" in length and "comfortable" is going to be a chick car. No matter how well it drives. The Boxster is a perfect example, its an amazing drivers car, but still has chick written all over it. The Mercedes SL comes in at ~180" and hasn't really got that chick car label. I commend BMW for their efforts here, but it'll still be a chick car simply because of size and the fact that it's a BMW.

Bmw8ter - 3/20/2009 12:31:22 PM

+2 Boost

I have yet to see a guy driving the new Z4 where I live. Even my mother has the previous Z4 3.0i.

It's "Chick".

Agent001 - 3/20/2009 12:56:33 PM

+3 Boost

It won't be in USA dealers for sale until mid-May.

001

Bmw8ter - 3/20/2009 9:53:53 PM

+1 Boost

I understand, but I swear on my life a woman in PSL, Fl was driving 2009 Z4 in beige.

dhkss2002 - 3/20/2009 12:41:33 PM

+1 Boost

The z4 has never been considered a 'chick' car in my opinion. It's actually quite stunning. Now, if someone said Audi TT lol.

DocMarten - 3/20/2009 1:05:51 PM

+1 Boost

Small BMW Convertible = Always A Chick Car

The 3-Series convertible is also a popular chick car.

It doesn't matter what BMW does to it. The Audi TT is popular with girls too. That doesn't make the new Z4 a bad car, but that is just the way things are.

sdcarguy - 3/20/2009 3:09:41 PM

+1 Boost

Agreed, making a convertible non-chick is a tough assignment because aren't all convertibles sorta chick?

Speaking of chick, I am forever indebted to the middle BMW employee pictured. She skillfully snuck a few of us into the BMW F1 Garage at the (alas last) Montreal Grand Prix. (My 001 moment)

Also agreed on the MX5 hardtop, BMW should retract that (no pun intended), especially given its (the hardtop) notably elegant design.

To further help de-chick roadsters, manufacturers should NEVER put one any in the driver's seat in their ads or brochures.

1evlaudi - 3/20/2009 3:39:10 PM

+1 Boost

I have to say that this looks a lot better than the outgoing model. I also like the black A-pillar, and the long hood which gives it a roadster retro look but in a modern interpretation. The rear has a little "6er" look to it but much nicer than the 6er. Hopefully BMW will adopt that design on a refresh version of the 6.

makkystyle - 3/20/2009 3:39:14 PM

+1 Boost

How much is BMW paying you for this article 001. The car is still a "chick" car. I'm sorry but the only people who drive this class of vehicle are women or effeminate men. That's fine. There are a lot of both of those groups and there should be a car for them, but why not call it like it is. Miata, SLK, Boxster, Civic del Sol, MR2... they all are (or have been) designed to appeal to women. I live in West Hollywood and I see a whole lot of these cars.