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Originally Posted by tallshortguy
Quote:
Originally Posted by cSurf
I don't really understand this.
BMW built their reputation on making mundane 4-door sedans fun to drive.
If BMW's series (and M car derivatives) were the best cars in their respective classes (as they were for so long), then do they need really need a halo car?
What does a 918 competitor accomplish?
Why not plow the money this would cost into figuring out how to make a parallel (to UKL) small-sedan RWD platform viable?
In the long run, that'll carry the brand much further than a low-volume hybrid meant to compete in a class that doesn't present much of an ROI for BMW (or its customers).
#hurryupwiththem2
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Halo cars aren't there to provide good ROI by itself as most end up barely making money, it's to provide a highly visible aspirational platform (wall poster car) for the brand.
Also, I believe there was an interview wherein it was said the UKL platform was modular enough that a RWD configuration was possible. |
To me, for BMW, the M2 should be the poster car.
Ferrari and Mclaren make money on these super cars and VAG can afford frivolities like the 918.
Elsewhere- 'poster' or 'halo' cars are created to paint a portrait of a brand that a photograph couldn't substantiate (sporting or design prowess). BMW shouldn't be that brand.