Archive for the ‘BMW’ Category

The 2012 BMW 3-Series Makes Its Virtual Debut

Posted: October 14, 2011 in BMW
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In a surprise move, today, BMW introduced the all-new 2012 3-Series on Facebook.  Facebook? WTF?

2012 BMW 3-Series sedan

No, the world debut wasn’t at last month’s Frankfurt Auto Show (that show belonged to the all-new Porsche 911).  And it’s not at the upcoming (18-27 November) LA Auto Show (even though Southern California is BMW’s largest regional market).  It will make its auto show debut at the North American International Auto Show (NAIAS) in Detroit (9 January 2012).   But it was Facebook that scored the world introduction.   So much for tradition.  But the reality is that Facebook is a bigger platform than any physical auto show.

It shows you just how important social media has become since the outgoing BMW 3 (internal codes E90 – E93) debuted in 2006 (2005 in Europe).  Facebook was barely getting started in 2005.  YouTube was just starting up and Twitter hadn’t been invented yet. Six years later, Facebook is the largest social media platform in the world – not just the United States – with more than 800 million users.

It speak volumes that BMW chose Facebook as the worldwide launch platform for it’s most important product. Today, if you’re looking to reach as many people worldwide as possible at a very low cost, it makes perfect sense to do it on Facebook and control the information, content and images.  It sure gets lots of people to “like” your Facebook page! You can be sure that there will be many YouTube clips posted withing nano-seconds of the live broadcast (See below).

The 3-series is the heart and soul as well as the bread and butter for BMW. It has to be a success for BMW to prosper in the future.  You can’t afford any misstep in the cutthroat automotive business or another company with newer, fresher, more desirable products will suck up your customers. Just ask Toyota. It’s US market share has dropped from 15.3% to 11.5% between 2010 and 2011.  That’s partly due to the earthquake shortage and partly due to a dull product line and heated competition from Hyundai/Kia, Ford, GM and Nissan.

A product cycle in the automotive business isn’t like any other.  It’s so costly and complex to engineer a new model that it takes a few years – a minimum of 3, and more likely 4-5 years – to complete.  By the time you see a new car in showrooms, the car company is already deep into the development of the next refresh.  If  the car is a flop or if it has serious deficiencies, it can’t just be changed with the flick of a switch or snap of a finger.  It takes an army of engineers and designers to make even small changes.

Some disasters can be reversed in a relatively short amount of time:  New Coke and Classic Coke.  Netflix and Qwikster. But even short-lived blunders can cost companies dearly in market share and brand image.

In the automotive world, serious blunders can kill sales and aren’t easily or quickly fixed.  The prime example today is the 2012 Honda Civic.  Honda’s sales are down, and it’s not just because of the earthquake earlier this year.  The new Civic looks worse outside and has been cheapened inside. With the exception of the sporty SI model, the Civic has been branded “uncompetitive.” In fact, Consumer Reports, which usually can’t find a Civic it doesn’t like, couldn’t recommend the new Civic.  Ouch.  It will take Honda longer to dig out of the Civic ditch than it will for Japan recover from the Tōhoku earthquake or the radiation leak at the Fukushima Nuclear Power Plant.

2012 Honda Civic Sedan EX. The poor thing just isn't the belle of the ball any longer. It's a shame. What happened to Honda?

That future will not be in the tea leaves for BMW’s new 3-Series.  Below is the short-version press release from BMW this morning.  You can also download the full English version of the press release here:  BMW_3er_EN.

1999 BMW 318ti

The big news comes from the drivetrain department. For the first time in ages (since the BMW 318ti 1995-1999), BMW’s entry level 328i will come with a 2.0L 4-cylinder, direct-injected Twin Turbo gasoline engine making 245 hp and 258 lb-ft torque mated to an 8-speed ZF automatic transmission. Yes, a 6-speed manual will still be available, but in LA, you won’t find that many takers.  The new powertrain is more powerful and more fuel efficient that the 3.0L inline six it replaces.  The reports I’ve read of this powertrain in a BMW 528iT were very enthusiastic.

It should be in showrooms on 11 February 2012.  At the end of 2012, probably as a 2013 model, BMW will introduce a 3-series gas-electric hybrid for the first time.

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  • New BMW face emphasises dynamic and elegant design.
  • BMW 3 Series now available in three different equipment lines.
  • Full-colour Head-Up Display for the sports sedan.
  • Sporty suspension tuning with enhanced ride comfort.
  • All engines with the latest BMW TwinPower Turbo technology.
  • All engines can be combined with an eight-speed automatic gearbox.
  • Driving Experience Control with Eco Pro mode; Auto Start-Stop function included as standard.

The sixth generation of the BMW 3 Series Sedan, the world’s best-selling premium car, sets new benchmarks in terms of sporting prowess, elegance and comfort. The pioneering history of the 3 Series serves as inspiration for the new sports sedan, whose powerful styling represents a fresh interpretation and conscientious development of traditional BMW design cues. The new BMW face, with flat headlights reaching along as far as the BMW kidney grille, emphasises the elegantly dynamic design of the new BMW 3 Series. The sixth generation of the 3 Series has grown in size compared to its predecessor, with its wide track (front + 37 mm, rear + 47 mm) particularly prominent, and the car’s increased length (+ 93 mm) and augmented wheelbase (+ 50 mm) also accentuate its sporting silhouette. Inside the new BMW 3 Series Sedan, the noticeable increase in space benefits the rear passengers above all. And the BMW 3 Series range is now also available in a trio of trim and equipment variants – the Sport Line, Luxury Line and Modern Line. Each presents its own individual take on the character of the sports sedan, with exclusive, high-quality material combinations and unbeatable build quality underlining the premium ambience of the new range.

Drive and chassis technology have always been key areas of expertise for the brand, and agility and driving dynamics remain outstanding attributes of the new BMW 3 Series Sedan. The new car belies its larger dimensions with a kerb weight 40 kilograms (88 lb) below that of its predecessor. In addition to the sports performance typical of the brand, the further enhanced levels of comfort on board the new 3 Series make a significant contribution to driving pleasure.

A choice of four refined, economical and muscular engines – all of which feature new BMW TwinPower Turbo technology – will be available for the new BMW 3 Series Sedan from launch. In addition to two further optimised diesel powerplants and the already successful six-cylinder petrol unit, customers can also enjoy the talents of the new turbocharged four-cylinder variant in the BMW 328i. This latest-generation petrol engine rewards the driver with a dynamic driving experience coupled with reduced fuel consumption and emissions.

BMW is the first carmaker to offer an eight-speed automatic gearbox in the premium mid-size segment. It can be specified in combination with any of the petrol and diesel engines in the range and links up with the Auto Start-Stop function that comes as standard. Compact and exceptionally efficient, it allows the new BMW 3 Series to match or outperform models fitted with the standard six-speed manual gearbox in terms of both fuel economy and emissions. The new eight-speed automatic brings together shift comfort, dynamic performance and efficiency of the highest order, making it the perfect partner for the new sedan’s dynamic potential.

As components of the BMW EfficientDynamics technology line-up, the Auto Start-Stop function, Brake Energy Regeneration, Optimum Shift Indicator and need-based operation of ancillary components (including a disengageable air conditioning compressor) also play their part in reducing fuel consumption. Added to which, the new Driving Experience Control switch not only offers Comfort, Sport and Sport + options, but also ECO PRO mode, which gives all the models in the range the potential to further improve these figures. This switch helps drivers maximise fuel economy through their driving style, thereby enabling them to increase the distance they can travel between visits to the pumps. The same goes for the CO2-minimising BMW 320d EfficientDynamics Edition, whose peak output of 120 kW/163 hp contrasts with average fuel consumption in the EU driving cycle of 4.1 l/100 km (68.9 mpg imp) and CO2 emissions of 109 g/km. BMW will add further cutting-edge engines to the line-up in 2012, when the BMW ActiveHybrid 3 will also celebrate its premiere.

Enhanced superiority, convenience and safety thanks to intelligent connectivity.
BMW ConnectedDrive offers an unmatched combination of driver assistance technology and mobility systems for the new BMW 3 Series range. A new arrival in the premium mid-size segment is the latest-generation full-colour Head-Up Display, which projects key information – in sharp resolution – onto the windscreen so it appears directly in the driver’s field of view. Also available is Surround View with Side View and Top View, which gives a bird’s-eye perspective of the vehicle and the area around it. In addition, a parking assistance system helps the driver to manoeuvre into parking spaces. Among the other assistance technology available under the BMW ConnectedDrive banner are Active Cruise Control with Stop&Go function, the Lane Change Warning System and Lane Departure Warning System with camera-based Collision Warning system, which are offered for the first time in a BMW 3 Series Sedan. Real-Time Traffic Information (RTTI) and special apps such as “BMW Connected” for using social networks are also available. An innovative comfort access function allowing hands-free opening of the boot lid and the additional Active Protection occupant protection system are likewise included on the options list, as is Advanced eCall with automatic position finding from BMW Assist. In the event of an accident, this system gives the emergency services detailed information on the nature of the collision before they arrive at the scene of the accident.

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MINI’s Dirty (Large) Secret

Posted: September 11, 2011 in MINI
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It’s party time at BMW’s diminutive MINI division. Year-to-date sales are up over 26% and all is wonderful, right? However, August 2011 year-to-date sales data tell a different narrative from the spin put out by BMW PR. Most of the business is really stuck in neutral.

When you look at U.S. Light-Vehicles Sales by Nameplate, it’s always been hard to know how well any particular MINI variant has sold. That’s because all MINI sales data has been reported as one line item: Mini Cooper S car (I). (“I” is for imported as opposed to domestic production.)

Since MINI returned to the US, the official sales statistics have lumped together every variant of the MINI Cooper, including base and S-Models of the Hardtop, Convertible and Clubman. The cars with the John Cooper Works (JCW) option packages were similarly included. The public never got a breakdown as to how many convertibles were sold or how many picked the S variant over the standard Cooper.

Year-to-date, MINI has sold 27,565 cars – that’s behind 2010 year-to-date of 29,704 cars. The 7.2% decrease isn’t a good thing in a market that is seeing most manufacturers post healthy sales gains. So what’s up with the back-slapping and champagne at MINI? One word: Countryman.

2011 MINI Cooper S Countryman ALL4 with the John Cooper Works (JCW) option package.

When the Countryman was introduced, it was classified as a “truck” by the EPA and that’s how it’s reported for official sales statistics. Cars and light trucks are broken out separately as are domestically-produced models from imported ones. For example, I can tell you how many Toyota Corollas were produced in the US versus Japan, but I can’t tell you the breakdown between the sedan or the Matrix wagon. So this is the first opportunity we have to evaluate how well a single model is selling within the MINI universe.

Americans seem to be unnaturally attracted to SUVs (or is it crossovers?). We won’t buy a cool sports wagon such as the BMW 328i Touring; but we will buy one if it’s jacked up a few inches, saddled with 4-wheel drive, given some faux off-road creds (like it’s ever going to be driven off pavement) and marketed as an SUV.

2011 BMW 328ix Sports Wagon. It's a lovely car, but the X3 SUV creams it in sales.

We no longer live in the Wild West and 99%+ of the time an SUV will never drive off-road. Yet we cling to this myth that we are going to ford streams or blow through the Mohave sand dunes in the same vehicle we use to take the kids to school and fetch groceries. There is also this mistaken belief that the bigger and taller the vehicle, the safer you are in an accident. SUVs have a higher center of gravity and are much more likely to roll over in an accident. You’d be better off in a mid-sized sedan with lots of air bags.

The 2011 Countryman (base MSRP $22,350) rides on an all-new platform. Its body is welded to the chassis, so it would be best described as a crossover or CUV. It has 7 air bags and an air curtain system. And its selling like the iPad. Year-to-date sales of the Countryman are nothing short of spectacular at 10,071 units.

Although MINI’s August sales were down 30% from 2010, overall sales are up 26.7% year-to-date. The entire increase – 100% – is due to the Countryman which now accounts for more than 30% of MINI’s total sales. Apparently all it took for MINI to expand its appeal was to inject a small wagon with steroids and sprout 4 door. Suddenly Americans take notice.

The front of the Countryman looks like an English Bulldog

I can attest to seeing many new Countrymans running all over Los Angeles. Frankly, I wish it had been around before I leased my MINI Cooper Clubman S (MCCS) in 2009. I could have used four real doors and the large rear tailgate would have made it easier to load junk, not to mention carrying my dog in his crate. In short, the Clubman was just too small and uncomfortable for my lifestyle.

That's quite a cavern for a MINI

Is Countryman handsome? Well, that’s in the eye of the beholder. I think it’s loveable like a fat, wheezing bulldog. It’s so big and cartoonish that it’s almost endearing. The interior is much the same as any other MINI except for the cool utility rail that runs from front to back. If you like MINI’s quirky interiors, then you will love the Countryman. The verdict is that it sells and that’s all that matters.

It kind of looks like an English Bulldog, no?

The Countryman's dashboard and center console is very similar to other MINI models

The back seats look like seats! Note the center rail that runs from the front seats to the rear seats. MINI offers several add-ons like cup holders, coin holders, etc. for the rack. You can slide them back and forth between front and back.

The Countryman is also the first MINI to offer all-wheel drive – dubbed “All4” in MINI-speak. Most LA drivers don’t need a car equipped with all-wheel drive. The system adds unwarranted cost, complexity and weight that ends up costing more to operate and maintain on a long-term basis. The front-drive Countryman (30/25/27 mpg with the 6-speed automatic) is more than sufficient for daily duties. Yet it’s somehow comforting to think that in some natural disaster – like rain – you car can save you and shepherd you home.

My MCCS was plagued with a bad case of torque steer. In hard driving, you had to really hold on to the wheel or risk losing control. The ALL4 system in the new Countryman would have directed some of that wild torque to the rear wheels making it an easier car to control. Unfortunately, I’m pretty sure that the MINI Cooper S Countryman ALL4’s extra heft (232 lbs), cost (base MSRP $27,650), reduced mpg (30/23/26 with the 6-speed automatic) and higher center of gravity would negate the All4’s superior torque management capabilities.

The next new MINI to go on sale will be the MINI Coupe. The base Coupe ($22,000) costs $1,900 more than the Hardtop and while it sports one slick backward baseball cap roof, it also loses two rear seats, rear visibility and has less cargo capacity. Early reviewers don’t think it gained any additional sporting characteristics over the base MINI Hardtop. You pay more and get less.  Ah, the cost of fashion!

The 2012 MINI Cooper S Coupe with the JCW option. You can see the backward baseball cap. Style over substance.

The front of the Coupe is the same as other MINIs; but from the A pillar back it gets unique sheet metal and a steeply-raked windshield.

There's still space for some groceries and flat boxes. Nothing tall is going to fit in the Coupe's boot.

Unfortunately, we won’t know exactly how well the new Coupe is selling because its sales will be lumped into that catch-all single line item for “MINI Cooper S car (I).” My guess is that the Countryman will continue to be the growth engine at MINI. It’s the same thing for Porsche. If you look at its sales, the sports car numbers are dead flat (a new 911 is coming in March) while the sales of the Cayenne SUV have doubled in 2011. The American love affair with SUVs continues…

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