BMW Backs Down From Hypercar Challenge, Prefers To Focus On Mobility

Hypercars serve ZERO purpose for a manufacturer other than their masturbation.

All marketing/branding

Both MDarringer and SanJoseDriver are right!

If an auto manufacturer like Mercedes, or Lexus, or Acura or BMW chooses to make a hypercar (or supercar), then it provides a benefit to the company only it delivers a real, measurable benefit. If they invest many millions of dollars to create a supercar, and that creation pays for itself in the form of increased profit from sales of the supercar and/or sales of other vehicles they make, then it was a wise investment.

On the other hand, if an automaker pours millions into creating an amazing new vehicle, and the net result to the company is NOT a financial gain – either in the short or long term – like the Lexus LFA, then one must ask themselves why they choose to take on financial losses with miniscule returns on their investment. It’s just not good business.

This is one of the reasons why reputable automakers with previous wins have pulled out of some racing series (too much cost, not enough payback). This is one of the reasons why someone who *can* build a supercar would choose not to.

Wise decision. Is Ok for companies that are considered like luxury brands, but BMW is perceived as and budget sport cars manufacturer. So they should be focus in the main stream for them (commercial cars instead of exotic collectibles). The One is OK for MB, but won't do anything for BMW. In the case of the one, MB purpose is to make the brand more desiderable and it definitely works fine in that sense, is a lot of good advertisement for the brand. BMW have the capability to do it too, but that won't change the fact that most of the customer does not see that brand as a luxury but as an sport brand with afforderable cars so an expensive exotic car won't help them as much as they want.

Its all about creating a buzz and getting your brand in front of people as often as you can by projecting an innovative image and daring do spirit. To many of us the BMW we once knew is a distant memory and lost its soul. Its well and good to want to broaden your appeal but don't forget where you came from and what got you here.

Marketing...Money...and SOULess business.

it might be marketing BS or what ever... but soulless?!!
lets assume i had a few billion to throw around (that's the target audience for these hyper cars anyway)
i would love to have a Project One, a chiron, a veyron, an F1, a P1, 918, la Ferrari, .... list goes on
sigh

I did say that about the BMW management, not about MB..as you I love exotic cars but a different list..Regera, Huaira, P1, Venom, Aventador S.....