BMW Scrambles To Catch Up With 40 New Variants In Next Two Years

BMW Group plans the biggest rollout of new and revamped models in its history as the automaker fights back after losing the sales crown to Mercedes-Benz.

Over the next two years, BMW will unveil 40 variants, including the new X2 compact SUV and full-sized X7 crossover.

CEO Harald Krueger is seeking to revitalize growth after profitability fell to a six-year low in 2016 and sales slipped behind Mercedes for the first time in more than a decade.

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skytop - 3/21/2017 11:40:55 AM

+2 Boost

BMW cars are looking like the factory is using a rubber stamp design philosophy. The BMW lineup is suffering from inbreeding which yields tedious designs.

TheSteve - 3/21/2017 12:39:24 PM

+5 Boost

BMW: Relax. Take a deep breath. Stop your scurrying and busy work. Rather than aspiring to create 40 new variants over the next two years, consider choosing instead to create one or two truly noteworthy "must have" vehicles, which make the world stand up and take notice.

TomM - 3/21/2017 3:29:48 PM

+4 Boost

Actually - I think BMW has run its course at the top for a while - and will likely have to take a seat to the other competitors. This happens in the top end of every type of vehicle eventually. People aspire to having exclusivity - and when the janitor at the bowling alley drives a BMW - then it no longer can offer that. Bmws have become too ubiquitous to offer the "elan" of having a unique high end expensive car. And as the target for the others - they have been surpassed in many areas as well. Eventually - the same will happen with Mercedes - which was at the top year ago - and it is possible that Cadillac or DS or some other will take their place. These things work in cycles.

supermoto - 3/21/2017 2:30:00 PM

+5 Boost

The last thing BMW needs is 40 new variants.

GermanNut - 3/21/2017 3:40:54 PM

+2 Boost

This is the wrong strategic move for BMW. BMW needs fewer models and to focus on making each one the Ultimate Driving Machine. Instead, BMW is focusing on making more models and will continue to have each one stray from its Ultimate Driving Machine ethos.

If this is BMW's new strategic direction I believe its sales growth in the U.S. will continue to trail Mercedes-Benz's and Audi's for the foreseeable future and with that scenario it will be nearly impossible for it to overthrow Mercedes-Benz globally.