Customers Demanded BMW Drop The 6 And Revive 8-Series Name

BY Brad Anderson | Posted on

BMW says it was spurred on by customer demand to revive the 8-Series and shake up its luxury range.

The German brand will introduce the new 8-Series in the second half of this year. So far, the vehicle has been previewed in two- and four-door guises, including in two M8 variants.

While we spoke with BMW head of Product and Brand Communications at BMW, Eckhard Wannieck, at the Geneva Motor Show, we asked him why BMW decided to create a new 8-Series.

“[The decision] was mainly driven by customer demand and it is part of our luxury offensive.

“It was a strategic decision made by Harald Krüger to increase our footprint in the luxury segment. The key milestone of this strategic initiative is the positioning of the 8-Series as a true luxury car and to enter the luxury segment too with the [8-Series] coupe,” Wannieck revealed.

The original BMW 8-Series was built for a decade from 1989 but ultimately discontinued due to low sales. However, since 1999, the industry has changed drastically and there is once again huge demand for luxury sedans and coupes. This is where the 8-Series comes in.

Production of the 8-Series will take place in Dingolfing, Germany and it will initially be offered in the U.S. and European markets. An 8-Series Cabriolet is also in the product plan.

The only BMW 6-Series sold moving forward will be the Gran Turismo.

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  • I think they have plan it for long time, the customer demand is just icing at the top. Shame we won’t get s door 6 series though.

  • Belthronding

    Are fake engine noise and diesel powered m badged models demanded by customers?

  • Miknik

    On a practical side note though, they will be able to significantly increase prices, given it sits now 2 digits higher 😉

    • Kaisuke971

      And since it’s “2 digits higher” as you say, the prestation will also be improved, not only inside the car with higher quality materials but also in the chassis (being an 8, it will use CFRP like the 7) and in terms of technology (LASER lights all the high end stuff).

      Makes sense

  • Hamster

    Whaaaat? no 6 series coupe? thats so sad 🙁

  • curtis dougan

    6 series GC looked miles better in my opinion. This looks like a design from a school student

  • Bash

    Well I support that plan as well.

  • alexxx

    I Like it…clean yet aggressive design…

  • JBsC6

    The lowly six series compared to the higher nomenclature 8 series makes the consumers think they are getting a more exclusive model. The upper end of the market is more profitable as the rich are getting richer and poor are getting poorer..lol

    The importance to those with money creating a greater divide of exclusivity is BMW s goal with this action.

  • Tumbi Mtika

    One of BMW’s better concepts recently.

    Actually, to be fair, they’ve all been good recently.

  • Nordschleife

    Since pop up headlights are no longer an option they could at least have it b-pillarless to evoke the old 8-Series. I’d love that.