While not a frequent occurrence, ‘brand-shaping’ vehicles introduced at major auto shows or events like CES can serve as a powerful tool for a brand to redefine its identity and pioneer new concepts. BMW has a history of creating such distinctive vehicles and has confirmed that more are on the way.
Internally referred to as ‘brand shapers,’ these special models are not merely for demonstration purposes; they are slated for sale, albeit in limited quantities. Positioned at the pinnacle of their lineup, these cars will act as flagship models. Mike Reichelt, Head of Neue Klasse at BMW, explained to Australian publication Carsales:
“For us, the middle of the brand is the most important. The best way is to start in the middle of the brand, not at the borders of the portfolio. For us, it was really important to start in the middle class because there is the volume [of sales]. To evolve new technology and architecture, you need volume. The [original] i3 was a brand model, for example. Or the i8. That was the time to do a brand shaper, away from the normal series portfolio. Now it’s the complete opposite.”
These new halo cars are still some time away. BMW is prioritizing its mainstream lineup first, meaning these more experimental and brand-defining models will be introduced later in their product cycle.
English Translation:
While not necessarily something that happens often, ‘brand-shaping’ vehicles that debut at major auto shows or CES can be a way for a brand to reform its identity or launch new ideas. BMW has made such cars in the past, and it’s not over. Internally, BMW has dubbed them ‘brand shapers,’ and officially more are coming.
And it’s not just about demonstrations; these halo cars will apparently be sold, even if not on a large scale or in big quantities. These cars will be placed above the core range and will serve as flagship pieces. This is what Mike Reichelt, Head of Neue Klasse, stated to Australian magazine Carsales:
“For us, the middle of the brand is the most important. The best way is to start in the middle of the brand, not at the borders of the portfolio. For us, it was really important to start in the middle class because there is the volume [of sales]. To evolve new technology and architecture, you need volume. The i3 [original] was a brand model, for example. Or the i8. That was the time to do a brand shaper, away from the portfolio of normal series. Now it’s the complete opposite.”
These halo cars are not close to being realized. BMW is prioritizing its mainstream lineup first, which means the more experimental and brand-defining models will arrive later in the cycle.