Customers Demanded BMW Drop The 6 And Revive 8-Series Name

BMW says it was spurred on by customer demand to revive the 8-Series and shake up its luxury range.

The German brand will introduce the new 8-Series in the second half of this year. So far, the vehicle has been previewed in two- and four-door guises, including in two M8 variants.

While we spoke with BMW head of Product and Brand Communications at BMW, Eckhard Wannieck, at the Geneva Motor Show, we asked him why BMW decided to create a new 8-Series.

“[The decision] was mainly driven by customer demand and it is part of our luxury offensive.

“It was a strategic decision made by Harald Krüger to increase our footprint in the luxury segment. The key milestone of this strategic initiative is the positioning of the 8-Series as a true luxury car and to enter the luxury segment too with the [8-Series] coupe,” Wannieck revealed.

The original BMW 8-Series was built for a decade from 1989 but ultimately discontinued due to low sales. However, since 1999, the industry has changed drastically and there is once again huge demand for luxury sedans and coupes. This is where the 8-Series comes in.

Production of the 8-Series will take place in Dingolfing, Germany and it will initially be offered in the U.S. and European markets. An 8-Series Cabriolet is also in the product plan.

The only BMW 6-Series sold moving forward will be the Gran Turismo.

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  • I think they have plan it for long time, the customer demand is just icing at the top. Shame we won’t get s door 6 series though.

  • Belthronding

    Are fake engine noise and diesel powered m badged models demanded by customers?

    • BMWFreaky

      exactly and did customers asked for fwd bmw ?!

  • Miknik

    On a practical side note though, they will be able to significantly increase prices, given it sits now 2 digits higher 😉

    • Kaisuke971

      And since it’s “2 digits higher” as you say, the prestation will also be improved, not only inside the car with higher quality materials but also in the chassis (being an 8, it will use CFRP like the 7) and in terms of technology (LASER lights all the high end stuff).

      Makes sense

      • Miknik

        Most claim it’s a M5 in disguise; But 5 series and 7 sreies tend to share most of their platform/technolgy anyway, so it’s not a big difference anyway. This is mostly marketing.

  • Hamster

    Whaaaat? no 6 series coupe? thats so sad 🙁

  • curtis dougan

    6 series GC looked miles better in my opinion. This looks like a design from a school student

    • Waleesa1

      I kind of agree. Though I am yet to see the production version of the new 8GC, the styling of the 8 Series is not in the same league as the 3rd gen 6 series.

  • Bash

    Well I support that plan as well.

  • alexxx

    I Like it…clean yet aggressive design…

  • JBsC6

    The lowly six series compared to the higher nomenclature 8 series makes the consumers think they are getting a more exclusive model. The upper end of the market is more profitable as the rich are getting richer and poor are getting poorer..lol

    The importance to those with money creating a greater divide of exclusivity is BMW s goal with this action.

  • Tumbi Mtika

    One of BMW’s better concepts recently.

    Actually, to be fair, they’ve all been good recently.

  • Nordschleife

    Since pop up headlights are no longer an option they could at least have it b-pillarless to evoke the old 8-Series. I’d love that.

  • Bo Hanan

    BMW should have made a Z6 (see new Toyota Supra) coupe and let it fill the void of the now defunct 6-Series. That car could have been the sports car they are lacking-needing and had the 911 & F-Type in it’s sights. Instead, another fat coupe with big power.

    • Astonman

      Great idea!

  • I SERIOUSLY DOUBT ANYONE URGED BMW TO STOP MAKING THE 6. IT MAY NOT HAVE SOLD AS WELL AS THEY HOPED BUT NO ONE SAID “PLEASE DON’T”.
    AS FOR THE 8 SERIES I’M A HUGE FAN AND WAS SAD TO SEE IT GO BUT WHAT THEY ARE BRING BACK ISN’T AT ALL WHAT I HOPED FOR.

    • Bo Hanan

      Ditto. I agree with you. I cannot see consumers asking for a larger number so that we can pay more money for what is basically the same car.

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