BMW plans biggest ever model launch
“We are launching the biggest model offensive ever,” CEO Harald Krueger said at BMW’s annual press conference.
This is in response to the carmaker losing their crown as the globe’s foremost producer of luxury-vehicle title to Mercedes-Benz towards the end of last year.
The revamped 7-series sedan did not act an effective challenger to the Mercedes S class; meanwhile the redesign of the 5 Series was deemed conservatively cautious.
This was in response to the company spending £4.5 billion (5.5% of its revenue), on research and development in 2016, BMW says it intends to spend at a much higher rate over the next two years.
On top of its planned 40 new models, BMW also plans to increase its range of lucrative, luxury vehicles to complement the top-of-the-line 7 Series sedan, Krueger said.
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