One of the hardest things to do in the car business, is to change a car models reputation once the public has labeled it.
Over the past few years, certain car models have earned the label 'Chick Car' by a lot the USA car consumers.
The last generation BMW Z4's, Mercedes SLK's and Porsche Boxster's all seem to carry that label.
2010 BMW Z4 Photo Gallery
The task at BMW was to make a much better car than the last version but to also 'De-Chick' the Z.
The Spies were in Alicante, Spain this week driving it with other members of the automotive press, to see if the new Z4 delivers on the promise and if we can announce to the world, that the label is no longer valid.
And we can happily tell you that the 'Chick Car' label is no longer applicable to this hot, sexy, iconic roadster.
The new Z is improved on EVERY level from exterior/interior design, interior room, performance, transmission, sound, feel, fit, finish and material quality.
And a lot of the credit for 'De-Chicking' the car goes to the two extremely talented females, yes, females (Nadya Arnaout-Interior, Juliane Blasi-Exterior) who designed it.
We know how it looks now but how does it drive?
The new Z4 drives like it looks with it's killer 3.5 engine, great DSG tranny, best of breed suspension and new more throaty exhaust sounds.
Does it drive better than a Boxster S or Cayman, our benchmarks for the class?
In my opinion no but that is strictly because the new Z4 carries the traditional long hood you find on all iconic roadsters, and I prefer a shorter front overhang .
Plus, I personally prefer the drive of the Boxster/Cayman.
But I think the new Z4 is the better car for MOST drivers and I'll tell you why.
1. It's roomier inside and guys like me can actually fit which makes the interior more liveable day to day.
2. It's the best looking, inside AND out.
3. It sounds better, even if you specify sport exhaust on your Porsche.
4. The electronics/telematics system are better.
5. The retractable hardtop is the way to go. I don't care if there is more room in a canvas cars trunk or it makes the car a little heavier. Convenience wins me over here and I suspect it will for most people.
6. Full maintenance and BMW assist is included.
The Boxster is the better drive but the better all around choice in my opinion is the Z4 and the car I believe that will sell better.
For the USA buyers who can't get an Alfa roadster here but yearn for the romance of a car like that, we believe the Z4 is your choice, in this segment.
But the most important impression is yours.
Has BMW successfully 'De-Chicked' the new Z and is it the new top of the class in your mind?
What are your thoughts?
Enjoy the Z4 photo gallery and be sure to check out our photo gallery from Geneva below
2010 BMW Z4 Photo Gallery
2009 Geneva Motor Show Photo Gallery
If YOU have photos you want published, email them from your cellphone, digital camera or pc to mobile@autospies.com