BMW finally losing it’s desirability?

What I'm trying to say is that the desirability of car brands like so many other things in life is fickle.  I think BMW has already reached the height of it's desirability and now seem to be showing alarming signs of decline which will eventually lead to it becoming acutely unfashionable.  It's decision to make the brand more widely available through developing smaller cars which can be bought by anyone on an average income undermines it's core value of being an exclusive brand for the professional classes.  The people who now desire BMW are those who live on council estates and also think that brands such as Tommy Hillfiger and Versace are still exclusive even though you can now get them at knock down prices in your local ASDA.  The fact that this is happening puts off the professional and wealthy people who originally were associated with the brand as it no longer offers the status it once did.

Volvo now seems to be the up and coming new brand for the professional classes, in particular the XC 90 which offers a grater level of exclusivity than what BMW have to offer.  I think Audi will also fair better in the future than either of it's German counterparts BMW or Mercedes.  For me the two dark horses in the race are SAAB, if it gets it's act together with new models and believe it or not our very own Rover. If you look at some of Rover's future concepts such as the TCV they seem to have adopted a very radical and aggressive new approach which could well differenciate them from the competition.

So your saying that people on an average income can afford to buy a BMW but not a Rover?

If I could afford any car I'd buy a Vauxhall Agila

BMW is simply reponding to the ever changing car market by bringing out smaller more economical and cheaper cars, they do still have a much higher standard of production than say the likes of ford, and they still produce some very exclusive and luxurious cars, the M5 for example how many people who live on council estates can afford one of those!

The rising price of fuel and road duty, company car tax etc is changing the average mans mind on what sort of car he wants, many business men still desire the BMW as its a sporty car with status unlike a vauxhall or a ford, nissan etc, the likes of volvo are more associated with the older more conservative fellow who doesn't want to appear too out going, and needs room for the dog and the children.

Of course people in council estates will think a BMW is everything, the same as the clothing brands you talk about, these people havent got a flashy house or garden and attempt to keep up with the middle classes by dressing the same and driving the same sort of cars. But just because people of a lower class can buy them doesn't mean they are loosing their exclusive image, ferrari's are exclusive but i'd much rather have a new Z8 or an M3, you'd get more respect driving an M3 than if you were driving a ferrari thats for sure.

The point I am making is that BMW are very heavily reliant on their reputation from the past when they were well ahead of the competition but that is no longer the case.  The market is changing, as their recent sharp drop in European sales and current need for heavy discounting reflects.  The competition have now caught up and BMW no longer offers the level of status which it once did.

Most of your criticisms of other marques no longer hold true.  Ford and Vauxhall et al have invested heavily and now have a comparitive level of build quality to that of a mass market BMW at a significantly cheaper price tag.  Volvo is shedding it's once conservative image, particularly with the XC 90 which is now 'the' car to be seen in amongst the young high profile elite wishing to show off a more sophisticated image than the aggressive but tired image that say a BMW X5 currently represents.  People are now looking for alternatives to BMW to show that they have status above the masses.

Finally your reference to Rover probably illustrates my point exactly.  Rover once dominated the executive car market during the 1950's and 60's in a way that BMW has in the 1980's and 90's.  Rover like all other successful companies became complacent in it's approach and through poor management and changes in buyers perceptions became unfashionable.  The very thing that now seems to be occuring with BMW.  The car industry is cyclical however, and perhaps ironically given the associations between the two companies Rover now seems to have found it's direction again with some bold new plans for future models which are gaining much critical acclaim in the motoring press.  Who knows, one day you might see Rover buying BMW!

I see the point which our Afghan member is making, but I have one simple question - does one buy a car or a badge?

I bought my Z3 for its varied blend of qualities such as performance, handling and economy (maybe the importance I placed on that last quality means that I should not have been permitted to buy it!) rather than a desire to make my position in the scheme of things obvious to the lower echelons.

Unlike the self-styled 'professionals' (usually well-paid office boys!) I have sufficient self-confidence not to worry about the opinions of those with a wish to impress others of their wealth and/or status, and as for BMW being the car for the 'professional' classes - well!  All that 'professional' means is that one is paid for what one does.  Perhaps he would like BMW to underline their position by tacking an 'Executive' badge on the back, as per Ford of the 'sixties.

Enjoy the car, and forget about images - let's face it, if BMW still made cars for the few who could afford them, I doubt if even our Afghan member could afford them!  Come to that, BMW would have disappeared long ago - or maybe he would prefer the exclusivity of driving a 'forgotton' make?

Hey steady on guys, I dont live on a council estate, but I know some who do!! Not all people are these estates are undesirables, and as probably one of the clubs poorer members I resent the implications you seem to be making.I have found the club to be superb, and they are just as happy to help me with my £800 E34 as they are people with new cars.

The main reason you are now seeing so many beamers on these obviously undesirable council estates, is they were such dam good cars they go forever and become cheaper and cheaper to buy, which is exactly the reason I have one as a weekend toy.

I apologise in advance to any snobs out there who didnt know people like me were allowed to join the club!!

If anyone is put off buying a new beamer because the older ones are becoming more available, I suggest they should get out more.

Nigel,

very good point mate and i think you answered the original post aswell!

I've heard you mention that a BMW has a certain desired 'status' symbol about them. I must disagree and would never buy a BMW due to the stigma attached to them!

I do think that the car you drive portrays the person you are (or want to be in some cases!).

I know that for the status I wish to achieve (sophisticated, elite and yet thrill-seeking) I would not hesitate to buy a Jaguar S-Type R.