After seeing the next generation BMW 3-series our first reaction was 'good' not 'great'.
That said, we always reserve final judgement on a car until we see it in person.
We were hoping for a more revolutionary look and more of a change.
Don't get us wrong, we think it's a 'nice' car.
But we think BMW got their strategy backward.
Instead of a radical re-design of the 7, semi radical with the 5, and conservative with the 3, BMW should have gone conservative with the 7, semi radical with the 5, and really radical with the 3.
Why?
Because the 3-series buyer is younger, less conservative, more concerned with fashion/trends, and more open to change.
Why do we think we're right?
Look at all the customers that have been 'turned off' by the latest BMW designs flocking to Infinitis and other more progressive brands.
The Spies have surveyed hundreds of past and present BMW customers, for their opinions and here's what we found out.
Most said they were looking for a more radical change. Something fresh and groundbreaking.
These customers (as well as us) all think there are finally legitimate competitors in the space.
Finally, it was really hard for them to justify the price premium for the 3, now that there are many others giving WAY more bang for the buck.
Our advice to BMW and others...Innovate from the ground up, not from the top down.
There is a lot more to gain because there are a lot more customers in that space.