German Car Zone

BMW is making a risky bet that horsepower-mad American drivers will go for cleaner and greener luxury in its 1, 3, and even 5 Series cars


BMW's headquarters in Munich is practically a work of roadside art. Built from four 20-story cylinders that join in the center, it's an homage to the four-cylinder engines that powered the automaker's fuel-thrifty offerings in Europe in the late-1960s when the building was designed.

Though four-cylinder cars still account for most of BMW's sales in Europe today, the last such model the company sold in the U.S. was the 1998 318Ti, a car so spectacularly unsuccessful that BMW executives are often embarrassed to discuss it.

That was then. Now BMW is making a risky bet that a big chunk of its U.S. sales will be "four-bangers" by 2012, including the majority of its best-selling midsize 3 Series, the compact 1 Series, and even a few of its full-sized 5 Series. The company believes a new breed of four-cylinder engines will help satisfy tougher U.S. fuel economy and emission regulations without hurting its reputation for agile power. But BMW and other luxury automakers jumping into this game face some major marketing challenges. Not least, they must persuade American drivers that these smaller engines are powerful enough for $35,000-plus premium sedans, and not just the usual econo-boxes.


Full Story:

Is the U.S. Ready for Four-Cylinder BMWs? - BusinessWeek


M

No risky bet there I think. The US is moving rapidly into the modern world and of we get a Dem victory this fall things will move even faster...

Here's the thing - I think the US is very prepared for a 4-cylinder BMW. What they're not ready for is a cheap BMW that trades a reduced sticker price for lackluster performance.

So yeah, we're all for having our cake and eating it in the form of smart, powerful 4-cylinder engines. On the other hand we're not ready to have a European mentality when it comes to luxury brands.

Furthermore, the super inflation of the Dollar will inevitably make cars much more expensive in the US, as much as 50%. Therefore, a lower entry level is needed in order for many brands to be able to supply cars for the American market.

^ Prices for cars should increase by 50% in the U.S to make them more on level with the rest of the world. The extremely cheap price they ask now for a German luxury car is crazy.

I think you are right on the spot there.

The only thing the manufacturers have to do now is to convince the buyers that the new entry level is just as good as the previous one was. With todays focus on small, efficient and strong engines I think they might have a shot at it.

HA I didn't realize until just now that BMW doesn't offer any four-bangers! I never stay abreast of all the offerings from every maker, and it makes me look ig'nant as a result.

Well anyways, it'll work as long as they don't make these entry models as ugly as the current 1 series offerings here. The shrunken-coupe look screams Ford Escort to me. Give us a hatchback, stay away from front wheel drive, and all will be well.

I'm sure the upcoming turbo four will be offered in NA.