Recent BMW models have been criticized for having larger grilles, causing some to complain that they compromise the brand’s elegance and sophistication. However, recent sales figures indicate that the German automaker’s product strategy is heading in the right direction.
In 2023, the sales of the 7-Series saw a significant increase of 80.9%, while the 4-Series experienced a 37.4% growth in sales. These were the two models that received a lot of criticism for their oversized grilles when they were first introduced.
However, the strong sales performance of these two models can be attributed not only to the products themselves, but also to several market factors. Specifically, the Covid-19 pandemic and supply chain disruptions severely impacted the sales of automobile manufacturers since 2020 and continued into early last year. Starting from the second half of 2023, the situation has largely returned to normal and customer demand has rebounded. As a result, many models have achieved much higher sales figures compared to the previous year.
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Another noteworthy aspect is that both the 4-Series and 7-Series are currently available in various variants. Specifically, the 4-Series is offered in coupe and sedan body styles, with gasoline, electric, and high-performance versions. A similar approach is applied to the flagship 7-Series sedan.
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The sales of other BMW models with smaller grilles, such as the 3-Series and 2-Series, did not experience the same level of sales growth as the 4-Series and 7-Series. This indicates that the grille design does not negatively impact BMW sales as many people believe. In the future, the front grille design may need to be modified to suit electric vehicles. Recent patent applications suggest that BMW is likely to retain its distinctive grille design while incorporating functionality through LED lights and display screens to attract customers.
Thái Sơn (Tuoitrethudo)
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