March 17th, reports from the media reveal that BMW is undergoing a significant restructuring of its product line, with the focus this time on coupe cars, convertibles, and Rolls-Royce Ghost models.
BMW has announced that due to dismal sales figures, the company will no longer develop a completely new version of the Z4 convertible sports car. In the US market, only 1881 units of the Z4 were sold in 2023.
Prior to this, annual sales of the Z4 had remained stable at around 10,000 units.
In addition, BMW is expected to discontinue the 8 Series coupe and convertible models, retaining only the Gran Coupe variant.
Furthermore, BMW may introduce a competitor to the Porsche Taycan and the upcoming Mercedes-AMG GT four-door electric car with a new iteration of the i8.
In the luxury car segment, BMW plans to compete with Mercedes-Maybach in the high-end luxury market by utilizing the Alpina brand.
As a result, the Rolls-Royce Ghost will be discontinued after the current generation's lifecycle, with its position being taken over by the Alpina B7.
However, there is significant opposition to this decision, as Rolls-Royce, being an ultra-luxury brand, is perceived as irreplaceable by many.
