BMW To Answer The S-Class Coupe Threat By Resurrecting The 8 Series

BMW's 8-Series sales results will likely be a disaster just like the 7-Series. That's to be expected though when the company applies a race car philosophy to a segment where the customer base is largely wealthy and older men who want luxury more than anything else.

Carry on S-Class Coupe.

Why? Why? the 7 doesn't even come close to the S. Why? why?

This will definitely be interesting. The 6 Series sells pretty well for a 6-figure coupe/gran coupe and the interior styling certainly differentiates itself pretty well from the 5 Series it's based on. If BMW can take that same approach with he 8, it can compete with the S-coupe.

The BMW 6-Series Gran Coupe is not a direct Mercedes-Benz S-Class Coupe competitor considering it can be had for $90K whereas the S-Class Coupe STARTS at $121K.

In a $120K flagship coupe, luxury becomes even more important. BMW has not approached its recent interiors with the same level of luxury or execution as Mercedes-Benz and its driving dynamics have always focused on sport over luxury/ride quality.

A cheap interior with race car dynamics and rough ride quality is a recipe for disaster in this segment.

No one said the 6 competes with the S.

European press reports that next generation 6 Series will be significantly downsized to compete directly with 911 Porsches leaving new 8 Series to be big GT's and convertibles.

Sadly GermanNut is right. As MB fan When I am looking for Luxury BMW does not fill up my expectations. That car will fail in the same way that the previous 8 series did. However I have to call the attention to the fact that when MB try to match the driving qualities of BMW they start to divert their focus on luxury and as consequence the MBs now are louder than before. 8 Series will fail if they try to challenge the S coupe...But If the create a coupe oriented to Sport Drivers in the same size of the S class coupe, they will succeed if they keep in mind that the target customers will be an smaller niche of the market, People that wants Sport over Luxury and of course at lower price ..like 1/4 less of the amount of an S.

BMW is a small sports "vehicle" company - which is where they get most of their sales. They are not long compared to MB in the large car market -and they are not perceived to be at the same level by the people who count (The buyers). The problem for companies attempting to expand their reach - is that it is really hard to come up with a vehicle that is measurably better than others today.In comparison the Mid 70's 450SEL 6.9 was LEAGUES ahead of all others in the class. BMW - on the other hand - were smaller - somewhat lighter - and little more nimble - but simply not as luxurious - ie - the DeNysschen set that does not work. ANd when you add in every possible feature to compete at the level MB sets - you really cannot use PRICE as an advantage - because at that level - people don't really care that much. WHile all the manufacturers are making their designs similar through their offerings - MB cars seem to be bigger - and have more presence. This is a case where people are accustomed to a car that is by BMW to be a small sports sedan. So - even if the C-Class MB looks like an S-class - it is looking form the other side - the C-class looks like a bigger more luxurious car. (Remember - this is perception).

I believe in order to compete with MD at the larger car end - BMW is simply going to need a new STYLING for their largest cars that separate them from the others for a while. I won't hold my breath though - I doubt that is going to happen

Let's see...the 6 Series is a turd stylistically, so why does anyone think BMW can pull off an 8 Series?

Genesis has a better chance against Mercedes.

BMW would have to make a new grand tourer 8-er much like a Ghost coupe/Wraith.

Won't go over well with the average consumer in that class of vehicle. And critics will constantly compare the 8-er to the Rolls & it'll never be seen as competent competitor to the S-class coupe.