Is BMW's LACK Of A Real Range Rover Competitor HURTING Potential Sales?

If there's one thing that's certain in the automotive world, it's that buyers are ditching luxury sedans for luxury sport-utility vehicles. This isn't the first time we've heard this. Sedans are on the way out as buyers seek other variants.

One of those avenues is SUVs. Another is four-door coupes.

While we've been hearing about BMW looking into building an X7 for quite some time now, nothing has actually materialized. Meanwhile, vehicles like the Cadillac Escalade, Land Rover Range Rover and Mercedes-Benz GL-Class — soon to be called the GLS — are ringing the cash register.

BMW's taken another route. It has expanded its 3- and 4-Series lineup significantly with the Grand Turismo and Grand Coupe variants. And, it also added the X4 to sit along side the X3. And then there's the 5-Series GTs. Not much to be said there.

Now I am not sure about you guys, but I rarely see any of the aforementioned above on the roads; however, I am seeing more and more LARGE, luxury SUVs just about everywhere.

Is BMW's lack of a real large, luxury SUV HURTING its potential sales?

Discuss!

carloslassiter - 4/30/2015 8:21:41 AM

+6 Boost

Are you actually arguing that BMW does not offer enough models? Really?

Agent00R - 4/30/2015 8:48:25 AM

-2 Boost

Carlos, I guess you didn't get the gist.

I am not saying it needs MORE models, rather that it needs the RIGHT ones. Targeting the right audience is more critical than building cars like the Grand Turismos and 4-Series Gran Coupe that isn't much more different — visually — over the 3GT.

Land Rover has a HUGE list for folks wanting Range Rovers. It can't meet the demand. Escalades and GL-Class vehicles are also doing quite well. If BMW were here it could possibly grab some market share.

mre30 - 4/30/2015 12:10:51 PM

+2 Boost

I agree with OOR - BMW has been breathing their own air for way too long and although they have some nice products, there are big, gaping holes in their lineup.

It is simply insane the Mercedes has had a very successful 8+ year run with their premium GL-Class SUV, and of course that Range Rover has simply wiped up the pavement with the fantastically successful lineup of luxury SUV's.

Couple the product holes, with what many believe was a poorly executed/ugly/unfocused redesign of the X5 and BMW is basically known as the "3-Series" company. They one product line that's great, and lots of others that just suck. By the way, hopefully they don't botch the 7-Series/5-Series redesign - though it looks like its headed in that direction.



BMW has been talking about an X7 for years now.

stampfer - 4/30/2015 8:56:58 AM

+1 Boost

While I've owned 3 BMW's in my life and currently drive an E90 M3, my brand loyalty is not a particularly strong commitment. If I were in the market for a large luxury SUV I'd buy a Range Rover and never feel disappointed that it wasn't made by BMW. With each new car purchase, I read everything I can find and choose the best car I can afford in the segment. If BMW wants to build an SUV to compete with the others, I hope the business model works for them. It would be yet another choice, but success largely depends on reviews and public opinion. Competition is healthy in that it keeps the automakers on their toes with constant focus on product evolution and innovation.

TheSteve - 4/30/2015 9:58:04 AM

+5 Boost

I wasn't aware that BMW's sales were "hurting" in any way. BMW is BMW, and they cater perfectly to the BMW-loving crowd. They have a fiercely loyal following. They're in the top 3 luxury car makers!

A more relevant and realistic question is: What could Rover do to become more successful, like BMW?

FWIW, I don't believe that a company should attempt to offer "something for everybody." Look at where that got GM.

llaroo - 4/30/2015 10:43:43 AM

+3 Boost

BMW can ditch the 3 series GT, the x4, the x6, the 5 series GT and turn the 7 series and X7 into something spectacular.

BMWm4 - 4/30/2015 1:01:54 PM

+1 Boost

actually the X6 sells quite well as Mercedes & Audi can attest to be bringing a competitor to the market. So for the X4 response has been quite good. The 5-series GT has never caught on and is a poor design. Where the 3-series GT is doind pretty good.

PUGPROUD - 4/30/2015 11:54:14 AM

+4 Boost

What happens to the market when every manufacturer has every model type in every segment from super-mini to stretched Pullman...it will implode with multiple brands going under leaving consumers with fewer choices not more.

JRobUSC - 4/30/2015 12:33:34 PM

+1 Boost

BMW used to own Range Rover and they lost billions on it, so creating a BMW model to compete against their own product wouldn't have made much sense at that time. Since they jettisoned Range Rover, they were twice going to come out with an X7 to compete with Range Rover, and both times the project was shelved. The first time, gas priced skyrocketed here in the U.S. (the largest market for SUV's) and people were absolutely firesaling large SUV's, you couldn't give them away. Then they revived it just in time for the banking collapse and worldwide recession. And now it's back on again, so we'll see what they have in store.

mre30 - 4/30/2015 4:14:06 PM

+2 Boost

As you note, Jrob, it is completely ironic that BMW basically "invented" the modern luxury SUV by doing ALL the development work on the early 2000's Range Rover (including supplying the engines and basing the chassis on the first X5.

This investment (since written-off), has allowed Range Rover to dominate this category up to today. Simply, ironic that the company who basically ushered in the modern luxury SUV segment with their money, now finds themselves without a competitive offering in that segment.

CarCrazedinCali - 4/30/2015 5:36:38 PM

+1 Boost

I believe if they built a RR competitor it would sell well especially if it has an extra classy design and some innovations that even RR does not offer. I find the new RR designs acceptable but not lust worthy for me any more. I quite like the GL with the AMG treatment over the RR.

david999 - 4/30/2015 6:13:35 PM

+1 Boost

I do not think BMW should be wasting their time trying to compete in the large suv category. They should stick with what made them popular. The Range Rovers are good looking vehicles, but when it comes to luxury and true reliability nothing beats a Lexus LX.

MDarringer - 4/30/2015 10:22:19 PM

0 Boost

NOPE because JLR sales are TINY compared to BMW.

TomM - 5/1/2015 7:58:51 AM

+2 Boost

The sales of Freightliner class 8 Trucks are more than Range Rover/Land Rover.

So - based on the Logic of the piece - why isn't BMW producing a class 8 Truck?

At one time - BMW was focused on selling small sports sedans - and when it was - it was the clear leader. The large SUV segment is more a Luxury segment than a sports segment (How else would you include the Cadillac Escalade?) - And it is simply not where BMW excels. This is why the 7 series will never be a competitor for the S class.