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Tue
May 20 2008

A badge too far?

Mike Duff

BMW’s marketing department possesses an utterly relentless competence when it comes to the business of expanding the reach of the blue-and-white propeller across the motoring world.

It’s not a part of the company that does anything without a very good reason. Which is why I was fascinated to see that the shiny new X6 in our car park wears apparently superfluous “XDrive” branding on its front doors. Looking at the pricelists confirms the new SUV-coupe’s clumsy moniker – officially this is the “X6 XDrive 35D.”

Leading to the obvious question: why is so much play being made of the fact this X6, like all its current siblings, is four-wheel driven? No such fuss is made about the equally traction-endowed X5, after all.

The only logical conclusion I was able to draw – and Germans are nothing if not logical – is that BMW’s marketing supremos are leaving the way clear for a forthcoming two-wheel drive version. 

Officially, of course, there are no such plans. But I can’t help thinking that a lighter, more economical rear-drive X6 powered by the company’s new twin-turbo 2.0-litre diesel motor would hit the spot with tax-slapped British buyers.

And if it does turn up, just remember where you heard about it first…

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About Mike Duff

The incoming editor of autocar.co.uk started life in radio news, but found doorstepping bereaved mothers too much like hard work and opted to scribble about cars instead. He joined Autocar in 2007 and reckons that big-engined diesels are the future.

Comments

JJBoxster May 20, 2008 6:22 PM

Mike, you've 'locked' (snuffed out) the debate on speeding - a debate that's been going on for 50 years and a debate that still goes on today.

What's the problem letting it continue?

You refer to me and Scummy bantering. Check the records. I've ignored most (5 out of 6) of his posts for the past 2 long tedious months of his idiot with a spray can postings.

He certainly has nothing to 'add to the debate' as you claim but I still do and I was discussing the issue with a new forum member - and there'll be future one's too and future news too.

For example the Dept of Transport removed the link to research on their website that shows higher limits are sensible that was in my Autbahn II news artice. Obviously embarrassing to Govt having factual studies that counter their falliscous anti-car and anticar agenda and propoganda.

Open the threads please. There's a debate going on!

manicm May 20, 2008 9:44 PM

Mike, I understand your article is tongue-in-cheek but have you written this article just so you could write something??

The X-Driive badge refers to the car's trick 4wd system which can spit torque to any of the four wheels, a feature the X5 does not have.

JJBoxster May 21, 2008 12:43 AM

Manicm  - it appears Mike heard that here first!!!

Power of the internet. Such a mighty tool.

I don't think some AutoCar journos have quite caught up with the fact when you've got 100's of brains analysing your work you'll get tripped up if you don't do your basic reseach thoroughly.

Mike Duff may still have a point about 4cyl 2WD cars for the future (160-220bhp shifting 2.2 Tons could get away with it - just!) but I'm still deeply hurt about Mikes discriptions of the X-Drive logo as a "clumsy moniker" and "superfluous".

Even if Mikes right about 2WD versions both discriptions are still wrong.

Mike Duff May 21, 2008 10:17 AM

My point is simply that BMW doesn't go in for superfluous branding - it doesn't say "M-Diff" on the back of an M5, or even "4x4" on the X5. So I think a bit of speculation about a future, non-XDrive version of the X6 is justified - especially considering the number of 2WD SUVs offered for the US market...

Viscount Biscuit May 26, 2008 11:16 PM

X,Y or Z this is a ridiculous car. End.

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