BMW admits that they fvcked up with the 7-Series redesign

[NFS4]

Credit VWV:

Top Gear, June 2004
" 'Our new design was wrong'
BMW Boss's Shock Admission

You knew it, we knew it, anyone with any taste new it - BMW's 7-series is horrible. Now it seems BMW knows it too.

BMW has finally admitted what everyone in the car world has long known: the current 7-series is a disaster. In an interview with American business magazine Fortune, Helmut Panke, BMW's chairman, said: "I admit the intensity of the public debate over our new design (which began with the 7-series) did suprise me. There are still too many articles focusing on 'I wish this car looked different blah, blah, blah.' The 7-series was a combination of completely new technology with new design direction. The key point is that we should never make big steps in strategic directions without preparing our customers."

Panke is the first BMW executive to publicly acknowlege what many Munich insiders have privately been saying about the 7-series - that BMW made a big mistake in launching Chris Bangle's new design direction and the complex i-Drive system at the same time in the most conservative sector of the market with no explanation.

Panke's comments have been greeted with relief in Munich. "It's a weight off everyone's shoulders," one insider said. "Panke has finally said what we all knew but could not say - that we tried to do too much, too soon with the 7-series and we did it in the wrong market. We were too far ahead of the audience and lost a lot of goodwill. It was a real own goal that has overshadowed the launch of the very good cars that have followed the 7-Series."

Panke's admission is part of a new PR approach by BMW. As sales of the Z4, the new 5-series and the 6-series rise, BMW execs are admitting past failings. At a recent private dinner in Spain, one senionr BMW board member told jounalists that BMW had done "an absolutely lousy job" of explaining the firm's new design and its minimalist cabin controls.

Even Chris Bangle himself has admitted making mistakes - although not when it comes to design. At a recent lecture at the Design Museum in London, he said: "Did we move in the right direction with design? Yes. Could we have done more to explain what we were doing and why? Yes."

Privately, Bangle believes that the BMW board were too slow to wake up to the scale of his design changes. They failed to explain his new modernist style and when it became clear that customers loved the 7-Series' performance but hated the looks and i-Drive, they acted too slowly to address the concerns.

The top-of-the-range 7-Series was launched two years ago. In spite of the chorus of criticism it attracted and sluggish sales - in particular in BMW's core German market - BMW insisted customers would learn to love it. However, last year executives rushed through a facelift designed to smooth the car's sharp edges, reduce its bulky profile and soften the clunky bootlid.

The new 7-Series will be unveiled later this year. BMW hopes its launch will mark the end of one of the most awkward chapters in the company's history."

 

[GTaudiophile]

Time they admit for the new 5 too...

BMWs no longer do jack for me...how amazing.

 

[LordSnailz]

pics?

 

[Turkish]

I like both 5 and 7 series' new designs. Nobody is forcing you to like, buy or drive it.

 

[GTaudiophile]

Link to article?

 

[mAdD INDIAN]

Originally posted by: GTaudiophile
Time they admit for the new 5 too...

BMWs no longer do jack for me...how amazing.

:Q :Q

I know your a big BMW fan from before..so this is quite a shocker.

As long as they make hte cars perform I don't really care about the styling.

 

[GTaudiophile]

Originally posted by: mAdD INDIAN

Originally posted by: GTaudiophile
Time they admit for the new 5 too...

BMWs no longer do jack for me...how amazing.

:Q :Q

I know your a big BMW fan from before..so this is quite a shocker.

As long as they make hte cars perform I don't really care about the styling.

Well...

The current E46 3-series, especially the 330i Performance Series and M3, are still awesome...but those cars are on their way out, to be replaced with something containing iDrive and a Bangled design. So, there's little hope for the future.

I really admire that aspect that Toyota is taking with Scion: back to the basics. If BMW just concentrated on a new, revised inline-6 putting out around 300 HP, mated it to a slick, short-throw 6-speed, with their legendary old-school steering and suspension prowess, logical cockpit design, and a beautiful exterior, now that would be something to drool over. I hate all the new techno-wizardry that actually removes the driver more and more from the driving experience.

 

[NFS4]

Originally posted by: GTaudiophile
Link to article?

No link, it was a straight copy and paste over at VWV

 

[EvilYoda]

lol, that's...kinda embarassing.

 

[GTaudiophile]

Originally posted by: NFS4

Originally posted by: GTaudiophile
Link to article?

No link, it was a straight copy and paste over at VWV

Can you post the VWV link? Please...

 

[Nebor]

I think the 5, 7 and especially the z4 look great. I can't wait for the new-bangled 3. They need a look to set them apart from the competition, and I think they've done that.

 

[NFS4]

Originally posted by: GTaudiophile

Originally posted by: NFS4

Originally posted by: GTaudiophile
Link to article?

No link, it was a straight copy and paste over at VWV

Can you post the VWV link? Please...

http://forums.vwvortex.com/zerothread?id=1409384

 

[masterxfob]

i happen to like both the 5 and the 7 series

 

[ElFenix]

that we tried to do too much, too soon with the 7-series

no... not really... it's that what you tried was completely fscked. that car is ugly regardless, and i-drive is ridiculously hard to use. AND you have to agree to a licensing agreement every time you use it. wtf. other car companies have managed computer controls that aren't near so complex and do just as much.

 

[GTaudiophile]

Why are there so many spelling errors in that article? I assum someone typed it from the magazine article?

 

[ElFenix]

Originally posted by: GTaudiophile
Why are there so many spelling errors in that article? I assum someone typed it from the magazine article?

oh the irony

 

[Turkish]

Originally posted by: Nebor
I think the 5, 7 and especially the z4 look great. I can't wait for the new-bangled 3. They need a look to set them apart from the competition, and I think they've done that.

Originally posted by: masterxfob
i happen to like both the 5 and the 7 series

yup, 5 and 7 series are both awesome :beer:

 

[Nebor]

Originally posted by: GTaudiophile
Why are there so many spelling errors in that article? I assum someone typed it from the magazine article?

OMG teh fakexxor!

 

[Cashmoney995]

That i Drive thing, a little funky knob in the middle of freaking everywhere is the most annoying pos ever created. A friends dad was so psyched he bought one. Like that night my friend called me and was like, uhh ur good with technology can you tell me how this crap is supposed to work. Oh god, it was the most annoying thing, an hour later I figured it all out but man it was so sh|ty he returned the car the next day.

 

[Nebor]

Originally posted by: Cashmoney995
That i Drive thing, a little funky knob in the middle of freaking everywhere is the most annoying pos ever created. A friends dad was so psyched he bought one. Like that night my friend called me and was like, uhh ur good with technology can you tell me how this crap is supposed to work. Oh god, it was the most annoying thing, an hour later I figured it all out but man it was so sh|ty he returned the car the next day.

That's quite a story you cooked up there. Try adding some believability.

 

[mAdD INDIAN]

Originally posted by: GTaudiophile

Originally posted by: mAdD INDIAN

Originally posted by: GTaudiophile
Time they admit for the new 5 too...

BMWs no longer do jack for me...how amazing.

:Q :Q

I know your a big BMW fan from before..so this is quite a shocker.

As long as they make hte cars perform I don't really care about the styling.

Well...

The current E46 3-series, especially the 330i Performance Series and M3, are still awesome...but those cars are on their way out, to be replaced with something containing iDrive and a Bangled design. So, there's little hope for the future.

I really admire that aspect that Toyota is taking with Scion: back to the basics. If BMW just concentrated on a new, revised inline-6 putting out around 300 HP, mated it to a slick, short-throw 6-speed, with their legendary old-school steering and suspension prowess, logical cockpit design, and a beautiful exterior, now that would be something to drool over. I hate all the new techno-wizardry that actually removes the driver more and more from the driving experience.

So you would like a E30 325 or a 2002 with just I6? I agree.

I really wish they took the old 318Ti and slapped in a more powerful motor in there. That would rock. Hopefully they will do that wiht the 1-series.


Btw I think the facelifted E46s have a horrid front end. I dont like how they changed the headlight design.

 

[JulesMaximus]

Originally posted by: Xiety
I like both 5 and 7 series' new designs. Nobody is forcing you to like, buy or drive it.

Exactly why sales have slumped. Most people DON'T like it and they aren't buying it.

I think the topic title says it all.

 

[Nebor]

Originally posted by: mAdD INDIAN

Originally posted by: GTaudiophile

Originally posted by: mAdD INDIAN

Originally posted by: GTaudiophile
Time they admit for the new 5 too...

BMWs no longer do jack for me...how amazing.

:Q :Q

I know your a big BMW fan from before..so this is quite a shocker.

As long as they make hte cars perform I don't really care about the styling.

Well...

The current E46 3-series, especially the 330i Performance Series and M3, are still awesome...but those cars are on their way out, to be replaced with something containing iDrive and a Bangled design. So, there's little hope for the future.

I really admire that aspect that Toyota is taking with Scion: back to the basics. If BMW just concentrated on a new, revised inline-6 putting out around 300 HP, mated it to a slick, short-throw 6-speed, with their legendary old-school steering and suspension prowess, logical cockpit design, and a beautiful exterior, now that would be something to drool over. I hate all the new techno-wizardry that actually removes the driver more and more from the driving experience.

So you would like a E30 325 or a 2002 with just I6? I agree.

I really wish they took the old 318Ti and slapped in a more powerful motor in there. That would rock. Hopefully they will do that wiht the 1-series.


Btw I think the facelifted E46s have a horrid front end. I dont like how they changed the headlight design.

Did anyone see the Top Gear mini-review of the BMW 1-series? 0-60 in a staggering 11 seconds. Ultimate Driving Machine? I think not...

 

[GTaudiophile]

I am no idiot at making heads or tails out of even the worst UI, but iDrive is simply an accident waiting to happen. I've spent a good few hours while driving with iDrive and never got comfortable with it. The 7- and 5-series would be okay, not excellent, if they just nixed iDrive. Instead, BMW is putting iDrive in the 3- and 1-series as well. A totally bad move!

Somewhere along the lines, BMW decided it was cool to overcomplicate things. Another example, turn signal indicators on new BMWs don't stay up or down when you depress them. They always return to the neutral position. It simply tries to guess, based on how forcefull the hand movement is, whether it should blink three times for a quick lane change or stay blinking until the car has turned.

How bass-ackwards is that?

 

[Turkish]

Originally posted by: JulesMaximus

Originally posted by: Xiety
I like both 5 and 7 series' new designs. Nobody is forcing you to like, buy or drive it.

Exactly why sales have slumped. Most people DON'T like it and they aren't buying it.

I think the topic title says it all.

People always have a hard time adopting to change.