Does The NEW 2016 BMW 340i Seem LESS Powerful Than Cars Like The Mercedes C450 And Lexus IS 350?

As usual, Agent 001 and I were conversing about the automotive landscape this past weekend when he raised an interesting point.

Should BMW have named the 2016 BMW 340i the 350i?

It may seem like an insignificant point when you realize it's simply a nomenclature thing, but 001 does have a bit of credence. When you look around, you'll note that the latest and greatest Mercedes-Benz shipping will be the C450, and the tried and true Lexus IS 350/ES 350 will still net a significant amount of buyers.

From a marketing perspective, it's an interesting "what if," no doubt. But, to me, I seem to think that buyers aren't overly obsessed with the nomenclature details. They determine what they can afford in each company's respective hierarchy — 3-Series, C-Class, IS/ES, etc. — and test drive the models until they find a product that meets their power needs.

Having said that, what do YOU say, Spies?

Is the 340i name A OK or should BMW have given it a stronger nomenclature to combat the latest and greatest competition in the market?

TheSteve - 7/29/2015 12:34:50 AM

+9 Boost

In the old days, BMW's nomenclature had some season behind it. For example, the 318 was a 3-series with a 1.8 liter engine, and the 328 was a 3 series with a 2.8 liter engine. Things then went screwy for marketing reasons, where a bigger number is perceived as being better and worthy of a higher price tag, so 4 series was born (really, a 3 series coupe and convertible) and similar marketing jargon.

I've just thrown a big "whatever" and don't pay any attention to the numbers anymore.

skytop - 7/29/2015 1:07:06 AM

0 Boost

Power is in the eye of the beholder. The question is a non sequitur.

Agent00R - 7/29/2015 1:22:04 AM

+2 Boost

Aside from enthusiasts that are in tune with what automakers are doing, most people associate vehicles with higher nomenclature to be more powerful, thus a 340 comes off as less powerful than a 350.

The question is not a non sequitur, it simply is trying to understand if BMW missed an opportunity to capture more attention from non-enthusiast consumers.

TomM - 7/29/2015 12:28:08 PM

+3 Boost

Non-enthusiast customer buy a 3-series - and likely don't care what number they get -since they are not going to ever try its limits. People who compare an IS to a 3 series don't deserve either car - and would be better off driving a Fiat when it works.

cidflekken - 7/29/2015 2:18:44 AM

+3 Boost

I think it's completely irrelevant, brand to brand. The same question could be posed as "do people think a 428i is more powerful than a IS350?" (well, in reality they do perform comparably, but that's not the point). Look at it this way. The 335i has never been assumed to be weaker than the IS350, so why would the 340i? I think buyers are savvy enough to understand that numerical "values" in model names is only pertinent within a specific model line within the specific brand.

jeffgall - 7/29/2015 2:41:07 AM

0 Boost

It's possible they did not want to use 50 because it would conflict with the 550i's V8 designation.

carloslassiter - 7/29/2015 6:06:06 AM

+3 Boost

340 is fine, and what Lexus calls their cars is utterly irrelevant.

280SE - 7/29/2015 5:11:26 PM

0 Boost

The name is the name. Let us rise above these naming wars.

enthusiastx11 - 8/1/2015 9:57:14 PM

+1 Boost

pointless. model designations only matter INTRA brand. by your logic, a straight six bmw 740i must be massively more powerful than a torque rich V8 mercedes s550. only the dumbest of car buyers would embrace this line of thinking.