FLAGSHIP FAIL: BMW's Expensive 8 Series Is Just Sitting On Dealership Lots

It looks like a Chinese counterfeit Mustang worked over by an ugly stick. They should replace the 4 and 8 series with an 8 Series sized coupe at a 4 Series price. Coupes will sell but they have to be great values. The 8 Series just isn't good enough for its price tag.

Too expensive and too heavy for a BMW that won´t have the luxury of the S class coupe or AMG GT4. Just beacuse they want to reach MB in luxury they fail to be the benchmark in the Sport realm that they use to be and MB also is not reaching their goals because they are trying to give us sportiest cars and now they are failing to be real luxury brand. MB is doing ok in sales in the class but they should return to their real roots.

The 8 Series should be a true 4-place luxury coupe that coddles its 4 passengers in effortless comfort. The 4 Series should be BMW's Mustang GT/GT350/GT500

Overpriced

By a good $30K.

So they renamed the 6 the 8, raised the price and are surprised it's not selling? This isn't a real tough case study.

BMW took the 6-Series and slightly changed its design and called an 8-Series with a $10K increase in price. That's not a formula for success and BMW is paying the price.

Also, in this segment buyers clearly want luxury before sport - which is what the MB S-Class Coupe offers.

BMW offers sport before luxury. If buyers in this segment want sport they'll also buy a Porsche 911.

GermanNut: Indeed..

Wrong car for the times, unfortunately similar to the fate of the original 8 series. At least that one had some ground breaking style and innovation for the times. The new 8 is just a giant 4 series. If BMW want's a halo car do an M1. If they want to revive the sharks - big coupes - then do the 6 series again, based on the 5 and priced similarly to a 5. It will need styling panache, performance and sophistication.

Odd how everyone else saw this as a failure waiting to happen except BMW. If they really wanted to take market from the S-Class Coupe and Continental GT, they need to add much more panache to it. Not this staid interior with an already-aged exterior design. I saw one (and I've only ever seen one since it launched) and it had no presence and no "wow" factor.

Odd how everyone else saw this as a failure waiting to happen except BMW. If they really wanted to take market from the S-Class Coupe and Continental GT, they need to add much more panache to it. Not this staid interior with an already-aged exterior design. I saw one (and I've only ever seen one since it launched) and it had no presence and no "wow" factor.

I'd have done a more upright coupe with almost a formal roofline, long hood, spacious interior, and V8/V12 engines for the price the 8 Series charges.

I looked at one very closely.

It just wasn't luxurious enough for me. If I'm spending $130,000 on a car, I don't want any hard scratchy plastics anywhere, and the 8 series didn't cut it in that regard.

The interior was nice, well-built, and seemed high quality, but the design language was pretty generic for my tastes.

The 8 is in a weird spot. Someone shopping in the $110K - $130K range, who's not cross shopping Bentley or Aston, who wants something that's more luxurious but not as sporty as a 911, and also wants something that's less luxurious but more sporty than an S Coupe.

The 8 series does very well in that space, but it's such a small niche...

This thing is god ugly and pretty a 6 series with a 20 to 30k markup.

Pretty much* a 6 series with a 20 to 30k markup.

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