SPY PHOTO: BMW Z2

I like this thing, I think it looks better than the "shark" inspired Z4. However just to ask, does anybody see a hammerhead in this thing?

I don't think BMW should go ahead with this because the Z4 should be the entry-level roadster. Why? because if BMW is stooping down to MX-5's market then it makes BMW look like what Mercedes is doing. Lower market their low-end cars trying to get to every consumer.

IMO people who buy Mercedes or BMW's usually don't worry about affordability. They look for what suits their lifestyle instead of getting something bang for buck like Mazda/Hyundai/Suzuki/Kia/Saturn/etc to name a few.

Nevertheless, it could be a hit in Europe and Asia but not in North America. For the price you pay for an entry-level roadster, i think most consumers would get a loaded Acura TL or something in that class (entry-level luxury saloon).

I suspect the reason why these brands small cars arn't sold in the US is because us europeans think that americans only want big car's and aren't to fussed about things like economy, also it's a load more hassle meeting some of your emissions and safty regulations - which I beleive are tighter for imports than for US cars - therefore spending more money to develop a cheaper car for people that probably won't want to but.... does not maker commercial sense.

... also, I was wondering.. do Mercedes sell Delivery Vans and Lorries in the US? They do over here and it doesn't seem to harm their brand image...

and oh yes,

this is barely news, I long to see some more evidence of BMW's entry level model offensive... but rejigging the same old photochops and rearranging the same numbers and letters, doesn't really make news does it?

The Mercedes Sprinter commercial van is sold Stateside, as a Dodge. Same van, different grille.

Photoshop chop.

If this car will even exist, it won't be on the market until 2012.

I like it, it reminds me of a naked Gary Coleman.

Actually, I agree with Will. The reason they don't bring their entry-level cars to U.S. is because they want to maintain that luxury brand feel in the U.S. It took BMW and MB years to create their image and bringing cheap low-end cars can damage this image, especially if many people start driving around in 1 series and A classes... then just how exclusive is it?

Imagine if Rolls made a C-class and sold it for $40,000? Granted the car would be a MAJOR hit... but what does it do to the brand? <--- that could be a great idea come to think of it!

There is no doubt that because people percieve 'badge snobbery' to be part of the BMW (and Mercedes) ownership experience then they logically arrive at the conclusion that a cheaper BMW cheapens the brand.

In practice... The 1 series is more expensive than pretty much all of it's competitors, it still represents a top-end ownership experience... but for a less wealthy group of people. A friend of mine recentley considered a 120d, but went for a VW passat instead, as he considered the BMW to be too cheap (for a BMW) yet it was £2000 more expensive than the VW he bought.

Also the type of car can cheapen the brand, BMW stayed very true to it's brand values by making the 1 series a drivers car with rwd, straight six engines, and typically BMW-like styling and design, rather than a practical family hatch - it drives better than a Golf, but is not as practical. Mercedes on the other had made the A-class which was a stubby, cheap, unstable, front wheel drive, door stop looking roller-boot.

I remember when Jaguar launched the 4WD Diesel Estate X-type based on the Ford Mondeo... as a car it was okay - but the strong links to the Mondeo damaged it's image quite a bit.

Having said that, I still think it had more to do with commercial viability than brand image.

Loosing the entire 7 series market sector in the US coulde easily be replaced by the 1 series, 3 or 4 times over.

That front end needs to be on the z4, especially the coupe. Those beautiful lines clash with the fat tall pudgy front end of the current design. The front end does not look natural, it's like the front end is of an entirely different car.

agent63, you forget about us europeans.
bmws and m-bs are bought buy anyone.
this won't devalue them at all, the 3 series has been doing that for years (318d anyone with hubcaps and cloth seats?) as has the 1 series. (116d?)

and i think mercedes' busses would be the thing that devalues them. (but they don't really)

there is no exclusivity in owning a bmw, audi, merc. prestige, yes but they are as common as muck.

matt, you are forgetting that the 2.0d jag is fwd.
that is not good.

A Z4 with a 3-series nose?

huu76, are those small japanese cars comparable in price to the one series? I don't know, but I doubt they are.

And if you don't appreciate why an owner of a new 20k BM or Merc might feel a lot of pride in their new car, then I think you earn too much money.

trying too hard? why, because they bought a good car they wanted?
why should people buy cars then, huu?
if it is on price, they should catch the bus.

suppose.

that 8k could buy a nice tv.