Recent BMW models have faced criticism for their larger grilles, leading some to argue that they compromise the elegance and sophistication of the brand. However, recent sales data suggests that the German automaker’s product strategy is on the right track.
In 2023, the sales of the 7-Series witnessed a significant increase of 80.9%, while the 4-Series experienced a growth of 37.4%. These were the two models that received considerable backlash for their oversized grilles upon their initial release.
However, the strong sales performance of these two models can be attributed not only to the vehicles themselves, but also to various market factors. Specifically, the Covid-19 pandemic and disruptions in the supply chain severely impacted the sales of automobile manufacturers since 2020 and persisted into early last year. Starting from the second half of 2023, the situation has largely normalized, and customer demand has rebounded. Consequently, many models have achieved significantly higher sales 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 suggests that the grille design does not have a negative impact on BMW sales, as many people believe. In the future, the front grille design might need to be modified to suit electric vehicles. Recent patent applications indicate that BMW is likely to retain its distinctive grille design while incorporating functionality through LED lights and display screens to attract customers.
Thái Son (Tuoitrethudo)
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