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    • Embrace the FWD - BMW aims to sell a million front wheel drive cars per year off one platform shared with Mini

      Get used to the new BMW. Remember when BMW mocked front wheel drive and told the world they don't do FWD? Remember when the way the car drove was more important than how many cars they could sell? Well forget all that, money money money! The German Toyota recently announced that they aim to sell over a million cars per year based off a single front wheel drive platform that will be shared with Mini. Apparently having just Mini sell front wheel drives is not good enough when a higher profit margin can be made sticking a BMW badge on the exact same thing.


      Last year BMW announced they planned about 20 models on this new front wheel drive platform so they are going to squeeze out every variant imaginable. At this point, nothing should shock BMW enthusiasts. They may even stick an M badge on these just to really send the point home that BMW no longer gives a crap about anything other than profit margin.

      The Active Tourer Concept car posted recently is a preview of BMW's front wheel drive era. No doubt it will sell and BMW will be lauded for it. However, there is no denying the culture and attitude change. BMW's image has taken a hit and will continue to do so as they continue to piss all over their own history, marketing (Ultimate Sales Machine now), and culture. This is no longer a premium brand with driving dynamics at the forefront. It's all about volume and however you can get it brand philosophy be damned.

      The new front wheel drive platform is called UKL1. There will be a mix of all kinds of motors as well as a plug-in hybrid. The platform will be produced at the UK Mini plant so people literally will be buying BMW branded Mini's. The strategy will keep costs down, increase volume for Mini and BMW, and somewhat artificially inflate BMW's fleet MPG numbers. One would think this might at the very least lead to some track focused M models like how Porsche leverages the Cayenne's volume but don't hold your breath. Front wheel drive hybrid BMW's, that is the future. As BMW stated with the new 4-Series, get used to it.


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      This article was originally published in forum thread: Embrace the FWD - BMW aims to sell a million front wheel drive cars per year off one platform shared with Mini started by Sticky View original post
      Comments 41 Comments
      1. MrClean335i's Avatar
        MrClean335i -
        seems like a good plan but wasn't the 2 series RWD? The Z2 should be RWD also.
      1. Sticky's Avatar
        Sticky -
        Click here to enlarge Originally Posted by MrClean335i Click here to enlarge
        seems like a good plan
        They know how to make money.
      1. G0TB00ST?'s Avatar
        G0TB00ST? -
        From a business stand point this is great. For an enthusiast this is a nightmare... the brand is really being diluted and its kinda sad. Personally I wouldn't buy and BMW newer than 07. All these new cars and new direction is a joke imo
      1. Sticky's Avatar
        Sticky -
        Click here to enlarge Originally Posted by G0TB00ST? Click here to enlarge
        From a business stand point this is great. For an enthusiast this is a nightmare... the brand is really being diluted and its kinda sad. Personally I wouldn't buy and BMW newer than 07. All these new cars and new direction is a joke imo
        That's how I feel.
      1. G0TB00ST?'s Avatar
        G0TB00ST? -
        I could live with them whoring out the regular non-m cars, but the m-division has shown its heading down the same path. Personally I believe it started with the 1m, as great as that car is I feel like BMW took some major shortcuts.
      1. Sticky's Avatar
        Sticky -
        Click here to enlarge Originally Posted by G0TB00ST? Click here to enlarge
        Personally I believe it started with the 1m, as great as that car is I feel like BMW took some major shortcuts.
        Once again, agree completely.
      1. bobS's Avatar
        bobS -
        Ugh I'm not that excited about this....

        I'm honestly surprised the mini has lasted this long
      1. Sticky's Avatar
        Sticky -
        I think the Mini is wonderful and BMW was very smart in separating BMW from Mini. They are now doing the mistake GM made when instead of using brand rivalry they made everything the same damn platform with a different badge. Front wheel drive BMW is just... heresy.
      1. G0TB00ST?'s Avatar
        G0TB00ST? -
        Yeah mini had a strong market, but we'll see what happens now that they are all the same car just with a different badge. I think mini would be better off than the entry level BMW's. If I was in the market for a small compact I would probably take the mini over the new base model 1,2,3 whatever series. The mini offers something a little different with styling, etc where as the BMW care are becoming more of a "dime a dozen" type of car
      1. Sticky's Avatar
        Sticky -
        Click here to enlarge Originally Posted by G0TB00ST? Click here to enlarge
        Yeah mini had a strong market, but we'll see what happens now that they are all the same car just with a different badge. I think mini would be better off than the entry level BMW's. If I was in the market for a small compact I would probably take the mini over the new base model 1,2,3 whatever series. The mini offers something a little different with styling, etc where as the BMW care are becoming more of a "dime a dozen" type of car
        Get out of my head.
      1. bobS's Avatar
        bobS -
        The problem is, BMW is trying to grow and this is a segment they have never played in. They are a tiny company compared to vw group and seem to want to branch into other markets. Will the brand get diluted? Yes...by definition, but hopefully they still keep their core success of enthusiastic sport sedans and coupes while offering a "lesser" car for the masses. It's a slippery slope...
      1. G0TB00ST?'s Avatar
        G0TB00ST? -
        @Sticky lol I guess great minds think alike!
      1. G0TB00ST?'s Avatar
        G0TB00ST? -
        Click here to enlarge Originally Posted by bobS Click here to enlarge
        The problem is, BMW is trying to grow and this is a segment they have never played in. They are a tiny company compared to vw group and seem to want to branch into other markets. Will the brand get diluted? Yes...by definition, but hopefully they still keep their core success of enthusiastic sport sedans and coupes while offering a "lesser" car for the masses. It's a slippery slope...
        I see what your saying, but that was the whole point of taking over mini cooper. It allowed BMW to compete in that market without affecting the main BMW branch.
      1. bobS's Avatar
        bobS -
        Click here to enlarge Originally Posted by G0TB00ST? Click here to enlarge
        I see what your saying, but that was the whole point of taking over mini cooper. It allowed BMW to compete in that market without affecting the main BMW branch.
        It must have showed them they were only scratching the surface of potential..
      1. G0TB00ST?'s Avatar
        G0TB00ST? -
        Ehh I could see the argument, but I don't know if I agree. If that was the case why not just invest more in the mini brand? BMW still gets the money.
      1. Sticky's Avatar
        Sticky -
        BMW will sell anything at all these days it doesn't matter.

        Mini was perfect now we get BMW badged Mini's. It's just dilution.
      1. Sticky's Avatar
        Sticky -
        Click here to enlarge Originally Posted by bobS Click here to enlarge
        The problem is, BMW is trying to grow and this is a segment they have never played in. They are a tiny company compared to vw group and seem to want to branch into other markets. Will the brand get diluted? Yes...by definition, but hopefully they still keep their core success of enthusiastic sport sedans and coupes while offering a "lesser" car for the masses. It's a slippery slope...
        BMW hasn't even delivered a Z4M...
      1. bobS's Avatar
        bobS -
        Click here to enlarge Originally Posted by Sticky Click here to enlarge
        BMW hasn't even delivered a Z4M...
        And they just got their ass handed to them by the new vipers and vettes this weekend....they can't win even when they cheat
      1. bobS's Avatar
        bobS -
        Click here to enlarge Originally Posted by G0TB00ST? Click here to enlarge
        Ehh I could see the argument, but I don't know if I agree. If that was the case why not just invest more in the mini brand? BMW still gets the money.
        The mini brand is to niche, not for everyone. I think BMW wants the vw crowd....their platforms will compete directly with the jetta, golf, etc., you watch....

        Honestly, in that market segment it's hard to pass up vw. One of my sales managers has a tdi golf and the fit and finish of the car is way better than my 2010 ford fusion
      1. Sticky's Avatar
        Sticky -
        Click here to enlarge Originally Posted by bobS Click here to enlarge
        And they just got their ass handed to them by the new vipers and vettes this weekend....they can't win even when they cheat
        Yep need to get to work on that article but I'm having too much fun on the forum today.