BMW will resurrect its 8 Series badge for a luxurious Mercedes-Benz S-Class rival, which is tipped to arrive before the end of the decade
22 February 2016

The BMW 8 Series name will be resurrected on a new flagship model as part of moves to provide greater competition to long-time adversary Mercedes-Benz and its S-Class coupé, as well as the Bentley Continental GT .

The new 8 Series, tentatively due in 2020, is planned to be a technological flagship with driveline components, multi-material architecture, electrical system and connectivity solutions closely related to those used by the recently introduced sixth-generation 7 Series. It will be built at BMW’s Dingolfing factory in Germany from 2020, according to sources with knowledge of the German car maker’s future production plans.

While shrouded in secrecy, insiders at BMW’s R&D centre in Munich suggest that two differing layouts for the 8 Series have already been put before BMW chairman Harald Krueger, who is personally driving plans to extend the BMW line-up to include additional luxury models.

The first adopts a four-door layout and is described as being “similar in concept to the BMW 6 Series Gran Coupé only bigger and nobler in appearance”. An alternative layout calls for a more classic two-door coupé and cabriolet pairing.  

A final decision on which direction BMW will take is expected to be officially showcased in a concept of the 8 Series in 2018.

Among the reasons behind Krueger’s push to extend BMW’s reach at the upper end of its line-up is the continued success and profitability of the Mercedes-Benz S-Class and its various derivatives in key markets such as the USA and China. 

Mercedes-Benz managed to shift more than 125,000 S-class models in 2015. This compares with 36,364 sales of the BMW 7 Series.

With the introduction of the new sixth-generation model, BMW expects 7 Series sales to increase to around 70,000 in 2016, although officials acknowledge it will still trail the Mercedes-Benz S-Class for overall sales this year.

Internal studies carried out by BMW suggest Mercedes-Benz earns up to 30,000 euros on each S-Class model it sells. The difference in worldwide sales volumes means Mercedes-Benz earns up to 1 billion euros more than BMW with the S-Class compared to the 7 Series.

“With the decision to bring back the 8 Series, Krueger is looking at a potentially lucrative revenue stream with high profitability on a per unit basis,” a BMW senior manager revealed to Autocar. It was also suggested that pricing of the new car would distance it from Rolls-Royce models.

Rumours of a return for the 8 Series name stretch back to 2010, but bosses officially denied that any plans to bring back the nameplate existed in 2013, when the German firm unveiled the Pininfarina-designed Gran Lusso concept. The original BMW 8 Series was built from 1989 to 1999 as a two-door coupé.

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Comments
12

22 February 2016

Every time BMW tried to built a sportscar or luxery coupe it didn t work. The 507, beautiful but no one wanted to buy it, no follower. The M1, the only real sportscar BMW ever built (together with Lamborghini), never get a follower. The 8Series, not a big success, no follower. The Z8, today a highpricer, but in the third year of production they tried hard to sell them, no follower. I don t think that this will change.

23 February 2016
augsburgdriver wrote:

Every time BMW tried to built a sportscar or luxery coupe it didn t work. The 507, beautiful but no one wanted to buy it, no follower.

Yes, love the style of the 507, also the rather neglected 503, both designed by Count Goetz. The 3200CS is another beauty.

23 February 2016
abkq wrote:
augsburgdriver wrote:

Every time BMW tried to built a sportscar or luxery coupe it didn t work. The 507, beautiful but no one wanted to buy it, no follower.

Yes, love the style of the 507, also the rather neglected 503, both designed by Count Goetz. The 3200CS is another beauty.

Graf Goetz was a genius. I also love the 503 Ghia Aigle and the normal 503. But were als no success. IMO BMW should stop trying to compete with sportcars (Audi R8) and Luxery Coupes (S-Class-Coupe). Just look at the sales of the 6series. I don t think it will work, cause it never did in the past decades.

22 February 2016

Seeing that it is not due until 2020, no vision there... That will be 5 years notice to Mercedes, who would be ready to move the game on a bit, I am sure this would be a great car but playing catch up in this segment is a bad thing, look at Lexus, remember them? Great cars- no innovation.
BMW should have kept their ambitions in check and do a Ford with a big reveal at a major auto show, then get the car to market within a couple of years, it would have caused a ripple. 5 years of S-Class coupe would have cemented a loyal fanbase and so would be hard to take sales away from Mercedes.

22 February 2016
Factczech wrote:

look at Lexus, remember them? Great cars- no innovation

Lexus single-handedly created the premium hybrid. Now copied by all the German premium makers. Unavoidably popular in places like, er, America. One cannot form such a view as yours without never having been there.

Factczech wrote:

Most of the posts above seem to be looking at the narrow-minded view that this car was purposely made for the British market?

Well, your posts certainly are.

TS7

22 February 2016

...the start of a 4 year drip feed of news, artists impressions and ever more revealing spyshots that results in a no-surprises-at-all reveal? (Preceded the month before by a 'leaked' brochure picture that somehow found its way on to the internet.)

26 February 2016
TS7 wrote:

...the start of a 4 year drip feed of news, artists impressions and ever more revealing spyshots that results in a no-surprises-at-all reveal? (Preceded the month before by a 'leaked' brochure picture that somehow found its way on to the internet.)

That's not all the worst of it. There'll be a hideous, fat-arsed jeep version to follow two years after, which will be clogging up internet pages with its depressing presence in addition.

I don't need to put my name here, it's on the left

 

27 February 2016

It will be an addition to BMW range. No replacing 6- series or any of the range. Just might be base on the 7 series again with all V8 power engines.

27 February 2016

Waste of time and money, and like the 8-Series will no doubt weigh as much as a Cruise Ship, with only enough room in the back for a Rizla paper..... plus, you can not compare a BMW with a Bentley, it's just too stupid, the Benters will beat what ever comes out of Bavaria...

27 February 2016

Waste of time and money, and like the 8-Series will no doubt weigh as much as a Cruise Ship, with only enough room in the back for a Rizla paper..... plus, you can not compare a BMW with a Bentley, it's just too stupid, the Benters will beat what ever comes out of Bavaria...

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