Truthfully X7 is a glaring outlier in BMW's EfficientDynamics branding narrative, quite the side step from the "green" feeling BMW has been injecting into the brand.
Yes that's true, but unfortunately the i3 can not and will not satisfy the needs of all contrary to the hopes, dreams and delusions of many. The trending route to prosperity in recent years has ostensibly been downsizing and greenification, BMW's clientele however are not the ones clamouring for those products.
Says Arndt Ellinghorst, head of automotive research at ISI Group:
“The X7 is a perfect reflection of the premium carmaker’s dilemma,” “On the one hand they need to launch more environment-friendly cars, on the other they have to make money to be able to afford to do so.”
All three of the large premium german automakers find themselves in the same predicament, satisfy customer demands or conform to the new global standards of the industry. Customers are still readily demanding high performance saloon cars and SUV's that violate just about every sentiment about modern automobiling and you know what, thats a good thing.
“(X7 is)thoroughly in accordance with the subject of sustainability . . . With large vehicles and SUVs there is often the blanket assumption that these have a very high [fuel] consumption. Our SUVs are efficient.”
I don't think its possible for any automaker in this day and age to adhere to one set in stone principal, in this age of individuals and increased ego every need must be satisfied, every ideal must be coddled and every client is special. Which means there is no single way about it, the yin must coexist with the yang.
Norbert Reithofer, BMW CEO:
[quote]“Customers worldwide have very different needs, and in the US, in particular, customers have always asked for a model above the X5. We are now responding to those wishes,”
Not to mention, we're all well aware that Mercedes and Audi are both significant players in this range topping SUV segment, what one head does the other two heads will follow. So with all due respect to those green aficionados and underfunded observers please keep your mouths shut. Your lifestyle is not my lifestyle. If you want to drive an i3 or a Prius or a whatever thats good, great and wonderful, but I have a boat to tow and kids to move. Who's more ostentatious now, the luridly sanctimonious trend hopper or the guy leaving town to spend time with his family? We don't have to be antithetical, I recognize your needs (image, conversation fodder, validity) now recognize mine.