2017 BMW 540i Finishes Second To Last in C&D Comparison Test - Is This Indicative Of BMW's Poor U.S. Sales Results?

Interestingly, the BMW lost the most points in the area where BMW is traditionally exemplary. Performance and handling.

In my 30s, I ached to own a BMW! Then at age 37, I got my first one (328 convertible, custom ordered to my specs). I've owned four BMW, and I loved them all.

Today, all my BMWs are sold, and I'm driving my first Audi, a Q5 SUV. I believe a part of that is the well-established data that reveals BMW drivers tend to be younger (than a Mercedes driver), which means they likely have a more sport-oriented focus.

This younger "BMW demographic" worked beautifully in prior decades with Baby Boomers, who were born between 1947 to 1964, were generally more affluent than the average person, and who are currently aged 53-70. Unfortunately, the Boomers -- who make up about 1/3 of North America's population -- are now "too mature" to be focusing on BMW's sport-oriented offerings, and they might even be focusing on a less expensive car and hopefully early retirement (for some). The following generations are less affluent, and less car-focused, like the Millennials.

So what we're seeing in BMW's lagging sales *might* be part of a long-term trend, in which the type of consumer who is likely to want a BMW and have the financial means to get one, represents a smaller portion of our North American population.

The answer for BMW *might* NOT be to make their cars yet more sporting, yet more powerful, yet more aggressively styled, just because the audience who gravitates to that is thinning out in North America.

You speak wisely, grasshopper.. ;-)

You nailed TheSteve. I had missed you.

The problem is that MB and Audi have caught up to BMW in driving dynamics, but BMW is lagging in the areas of design and interior quality.

Perfectly stated.

The 5 Series looks like a used car. Audi and Mercedes (especially) give a better interior experience.

Did you read the article? The BMW finished first in fit and finish with a perfect 10 and was referred to as the "Rolls Royce of the group".

BMW is greatest defeat and the one that BMW should be most concerned about is the 540i finished last in fun to drive. BMW needs to wake up.

Interestingly though in every road test I've read BMW has always finished first. I wonder if US car are tuned differently that Europe?

The driving edge that BMW used to have has been tuned out to the point that the Camrys from Ingolstadt are no longer the worst of the Germans. I don't find new BMW interiors especially delightful. Perhaps the reviewer puffed that up to say something nice about a car that truly misses the mark.

BMW sales are going down because most BMW drivers are dick heads and people don't want to associate with Dick brands or dickish people.

Before I get flamed her and deboosted and I will, I have had more BMW's than I can remember and I was the biggest dick when I drove them -especially my M5. The bimmers are gone and I am now dick free -hallelujah! Although some may disagree...

So you're Caitlyn Jenner???

qwertyfla: When I read "All BMW drivers are...", I receive that in the same way as when I hear "all Blacks are..." or "all Jews are..." or "all Italians are..."

It's a stereotype. The great thing about stereotypes, is that they relieve the individual from needing to think and understand, all the while giving them a deeply held sense of certainty that they're right.

Looks like a goofy test in which subjective criteria resulted in a difference of arbitrary point totals of 2-3% which could of course swing the other way on a different day or with different testers.

Matt

That is too funny and I totally deserved/walked into that one.

Your original post was hilarious.

I'm still a RWD, manual driver and I'll hang onto my F30 as long as possible. There is no replacement by the time it will need replacing. Only 8sp auto and AWD here in Canada. If that's the case for all cars, then I'm looking at every other manufacturer now.

I judge the car on dynamics first and minimize brand.