Interesting that the article mentions BMW’s desire to ‘beat’ Mercedes; the big German three are in this juvenile race to be the No 1 Premium car manufacturer; a chest-beating, self congratulatory achievement that squanders hard fought brand values to bring zip all bar compromise to the customer, but to bring a lot of fulfilment to the board egos that demand pointless one upmanship over their rivals.
If premium isn’t to become plebeian, then the sooner this inward looking nonsense stops, the better.
Totally agree. I think they have an identity crisis. Which is why they’ve tried links with a couple of Italian design houses. They need a premium brand, like Ghia or Vignale. All they have is M versions and they’re sticking that on anything, like S-line.