Ouch that report was harsh, harsh but true. I've been saying this for years they are slacking! But I see their plan, they decided to milk the crap out of the bangle revolution, and so they have done very successfully up until the last 1-2 years. It has run its course, and I thought that this new generation with the new 7er would be the end of the 15 year long milking procedure.. But no they did it again and they will do it once more with the 5er all signs are showing this. And they Will and are paying a price for that, this 7er is more or less a still born,but they can stomach that, a 5er that's not up to par for the coming 7 years will be brutal to stomach economically..
The revolution has to come with the next 3er which is at least 2 years away, it might be to late.. To late how? Will bmw seize to exist? Of course not! Will they take a hit hell yes.
Will they go under even if the next 3er is an evolution? No they won't! Will it take them over a decade to get back on top.. Most certainly!
I won't do what the bmw fans did back in early 00-s and predict the end of Mercedes. Hell will freeze before any of these companies go under.
But one thing is for sure they need to do something big, and they need to do it yesterday, if they still aspire to be the number one premium auto maker.
Ps
I find it funny that when some ppl talked about the heavy discounts on bmw cars a few months back they caught some serious flack and second guessing from the bmw fans, now that it's presented by the media the tone is very different.
PPS
Props to
@klier for having enough subjectivity to take this for what it is..I thought I would never see the day where you would admit that bmw do anything wrong. Eni gave in a while back, only Scott left.. I have low hopes for
Him though.
And finally it's a massive failure for a company like bmw with the benchmark at their disposal to still come up with what they did with the new 7er, the s class didn't debut at the same time
It's been around for several years, and I'm sure as shit they stripped it down to the bones and back up again several times and you still come up with such a sub par effort. I expect more from bmw to be honest!