Have BMW devalued their brand?

Interesting question.

Personally I've never seen Audi as being "upmarket". Back in the 70s they were simply on par with Ford and Opel. Sure, nice interiors, but as already mentioned, actually based on boggo running gear that's shared with VW, Skoda and Seat.

BMW have been a bit more hit and mix.
Overall, I genuinely feel that they aim to actually build cars that are the top end of their class for ability. So for example, the introduction of aluminium suspension components and class leading economy capabilities.
As a further example, just think of the new I3. To me, that is a genuine step forward in design and build and puts them a step ahead of the competition. In comparison, VW give us an A3 with an electric motor in it...

The area that BMW have dropped the ball on occasion has been:
- Some "relatively" cheap interiors on some of their entry level cars (e.g. the X1 and 1 series on launch)
- Just how ugly or downright plain some of the exterior designs are. Personally, I own an E91. Love the car, but think that almost any new Kia looks better.
 
The only brand which I think is being devalued is Porsche. They sell significantly more lower priced cars now. With the launch of the Macan this is only going to increase.
 
Uriel said:
I'd say Audi are the worst of the three for brand devaluation, because of the platform and component sharing with the rest of VAG.
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This is not really a problem with Audi itself but the image the public have made of them. Audi in 80's were always Volkswagen average. It wasn't until the quattro that things changed.

BMW and Mercedes have always been prestigious where as Audi is more like your working class that has made it to the big time so to speak.

Thats my opinion anyway.
 
I think the Apple example is a good one. Every man and his dog has an iPhone 5, that won't stop everyone getting their knickers in a bunch when the next model comes out where people will buy it for a number of reasons. Some people will buy it because it is an iPhone and that is what you buy, the same mentality applies to cars. For some the technical ability means far less than the look or the brand so why not make a product that ticks that buyers box?

The only downside for BMW is that the top end buyers are put off but lets be honest, they'd rather have ten 118d sales than a single M3.
 
I definatey think BMW have devalued the brand big time.

For me the biggest issues are slapping M badges on non-M badged cars. Oh, wait, they did that in the 1980's before most of us were born. Hmmm.

Well they are definately selling out with slow rubbish cars. Like the 316i in the 80's.

Hmmmm.

Well one things for sure, nostalgia aint what it used to be!
 
Definitely BMW doesn't seem as prestigious any more as it used to though not sure how much of that is my perspective - there used to be a BMW garage/showroom just down the road from where I lived as a child and I remember going past and looking at the prices with many of them costing as much as the better houses in the area.

Never really viewed Audi as an especially upmarket brand.
 
[TW]Fox;25868414 said:
For me the biggest issues are slapping M badges on non-M badged cars. Oh, wait, they did that in the 1980's before most of us were born. Hmmm.
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What do you mean Mr Fox? I don't recall that in the 80's, but I wasn't living in the UK at that time.
 
What do you mean Mr Fox? I don't recall that in the 80's, but I wasn't living in the UK at that time.
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M sport badges were all over E30 Sports. Well. The steering wheel at least :)
 
Aren't all of the German manufacturers trying to cover every single part of the market?

But no, these sorts of cars are just becoming more accessible with cheaper specs and cheaper finance packages. The 'prestige' ones are still prestige.
 
Gepetto said:
What do you mean Mr Fox? I don't recall that in the 80's, but I wasn't living in the UK at that time.
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M535i. A 535i with a bodykit and nice suspension, effectively. Exactly the same as the relationship between a 1995 328i and a 1995 328i Sport, or between a 2014 530d and a 2014 530d M Sport today.
 
[TW]Fox;25868615 said:
M535i. A 535i with a bodykit and nice suspension, effectively. Exactly the same as the relationship between a 1995 328i and a 1995 328i Sport, or between a 2014 530d and a 2014 530d M Sport today.
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All those were at least "sporty" compared to their competition at the time, that's not something that can be said of a 116d M sport.
 
Gribs said:
All those were at least "sporty" compared to their competition at the time, that's not something that can be said of a 116d M sport.
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What can be said about a 2000 316Ti Sport Compact? M badges on the exterior door mouldings, the wheels, steering wheel, gearstick and an M3 bodykit.

14 years ago, before most of us had driving licenses..
 
To be honest if I was buying a new BMW today it wouldn't be an M Sport. I would much rather have a car in Luxury trim. Too many 318d M sports in white around these parts.
 
[TW]Fox;25868664 said:
What can be said about a 2000 316Ti Sport Compact? M badges on the exterior door mouldings, the wheels, steering wheel, gearstick and an M3 bodykit.

14 years ago, before most of us had driving licenses..
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In BMW's defence they were possibly slightly different spec levels, with perhaps some suspension tweaks, but were still based on good, well built cars, that had an air of solidity and quality about them.

The Compact might be an exception! :D
 
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