As to pricing, yes, as to positioning, and demos, less so.
BMW has made some brilliant moves in positioning some of its models in spaces where there is little direct competition. And like Porsche and Benz, BMW is working hard to widen its markets and its margins by creating individual hopping off points within these niches. That's what Mercedes did successfully with the CLS, and is profitably continuing. Creating semi-niche markets. Look at the F13, does it compete directly with Jag XK, Mercedes SL, or Porsche 911? Well, sort of, kind of, but it is not precisely priced against either SL or 911.
By both strategic and physical design, base prices and less so, equipped prices put F13 in a niche "big coupe" slot that it occupies somewhat on its own. Certainly far bigger gaps exist between these cars than mainstream cars that sell volumes staggeringly higher than any of these cars. I see Jag as the most directly competitive car to F12,F13. Big luxo two doors, GTs versus high end sports car, priced similarly, pursuing similar demos. 911 more for purists and far more no compromise, true sports car. SL is the no compromise GT for people who don't like luxo sedans.
Back "seats" of each of these cars reflect this, too. All are uncomfortable, Porsche's is vestigial.
Porsche has long cultivated this individual island as brand strategy. Some believe that Porsche is best at intra brand competition within its own models. Do I go with the Boxster or stick with the 911? We don't know, but Porsche has made the decision take place to a surprising extent under the same roof, rather than versus other makers. And while Panamera will compete against 6 Grand Coupe sedan, and the Audi and CLS, as a big luxo pseudo coupe four door, it too occupies a bit of sparse territory. Panamera is in the Porsche family niche as a sporty but more practical vehicle, more than pegged as the Porsche family crossover than versus other the 4 door pseudo coupes. A crossover in appearance and function between 911 and Cayenne, and looks it. And like the others, has wide price spreads shaped by putting premiums on engine size and options. And Panamera sports a shape that only a fan could love, much like the 5 Series GT. Certainly the Cayenne SUV was a bigger gamble for Porsche than the 4 door Gran-pseudo-coupe will be for BMW. Another razor's edge dance for Porsche is maintaining proper distinction between 911 and Boxster lines. Purist Porsche owners will always opt for the 911, but in terms of real world sports car performance, some non-traditionalists believe the Boxster has become the better sports car. While profit margins float highest on the 911 purist tradition, volume can be captured more easily by the Boxster.
To the extent that business strategists and designers can capture these small, profitable islands for themselves these companies harvest great profits by creating myths of individual cars. [BMW actually uses the Individual label to fabricate a niche between some of its models vertically, (with its relatively mainstream versions, specially equipped Individual version, and then over the top Alpina brand), that MBenz copied so brilliantly in its use and subsequent purchase of tuner-house AMG, creating semi-unique cars that withstand logical competitive attack.
Coke. Diet Coke. New formula Coke, Cherry Coke, etc. Gradually widening the shelf space occupied by the overall brand.
In a company where less-sporty-than-BMW cars compete across the line, Benz' CLS pioneered this concept brilliantly. Stodgy, more conservative, mostly four door Mercedes Benz enters the sport sedan segment with a distinctly separate car in design and target demographic. SLK is working the same magic. SLK versus Boxster is an example of the non sequiturs these strategies can create. Skews towards older buyers who maintain "sports car" fantasies but aren't willing to struggle into and out of a Boxster.
If SL and 911 compete as their marques star car coupes, then do the down-market two doors directly compete? Sports car wannabe owners unwilling to put up with the comfort sacrifices true sports car [read Porsche] ownership requires soothe their psyches and their bottoms by going for the Benz smaller two door. Again, perhaps in the same spending range, but not for the same customer.
Anyway, I agree that there will be inter-model competition for buyers of the 6 Gran Coupe-Sedan amongst the other very sporty coupe-sedans, A-7, CLS, Panamera. But the gaps are wider, heavily influenced by brand identification and individuality, and the interrelationships [intra-brand competition] more complicated than in lesser, more mainstream cars and brands.
I doubt they will target A7 & CLS price. 6-series is positioned where it is.
Also 640i Coupe (315hp) is coming in the next months - with a price just below $70k, I guess. Meaning 640i GC can be just over $70 - just below Panamera, and in line with 7er. I wonder whether BMWNA will still offer SWB 7ers when 6er GC arrives, or perhaps 7er SWB customers will be offered 6er GC instead - making the 7er SWB redundant. Let's wait & see ...
