But what's really been driving me crazy for the past 2+ years is the lack of diesel BMWs in America. Ironically, BMW sells far more diesel-powered that regular gasoline automobiles, even when you include American sales. The reason BMW has not yet introduced diesel models in America is our strict emission regulations - particularly in California. But BMW finally has a solution: BluePerformance. They're planning on launching diesel versions of 335d and X5 in the Fall of 2008.
Besides the delay - I assume due to engineering the new BluePerformance technology into the vehicles - what's making me a little nuts is that BMW is missing a HUGE opportunity in the United States by only introducing these two, very powerful vehicles. Yes, BMW has gotten kudos for their reduction in CO2 emissions and having fairly fuel-efficient cars. But their obsessive belief that BMW-buying Americans only care about speed and power is clouding their vision. Every customer is NOT obsessed with having the fastest or most powerful car. Some of us actually like having a car that's fast enough, powerful enough, but really incredibly engineered and exhibits supreme handling as well. Yes, it's the "ultimate driving machine," but that doesn't need to be solely about the number of seconds it takes to go from 0 to 60.
Here's my point. I read the most incredible article recently comparing a Toyota Prius and a BMW 520d in England. (The 520d is a 4-cylinder diesel not sold in North America.) The amazing finding? The BMW 520d had better gas milage than the Prius!!!
Also, the BMW118d recently won the "World Green Car of the Year" at the New York auto show, based on it's super low emissions and 47+ miles to the gallon efficiency. But we can't buy the 118d in America because, apparently, BMW managers are worried that we're too speed and power obsessed to buy it. (Also, it has a hatchback, which BMW hasn't figured out is now a good thing in America, in contrast to their experiences with the 318 years ago. That's surprising since BMW is selling a ton of Mini Coopers in the US - so they certainly have first hand experience suggesting that hatchbacks are not the kiss of death anymore in the premium segment.)
So Americans are going crazy with rising gas prices, finally buying more cars than trucks and preferring small cars with excellent gas milage over big, heavy traditional boat-like cars. But no car company is serving BMW's traditional upscale market segment - yet. So why delay? BMW has the technology and a range of models NOW that address Americans' new found desire for efficiency. There are a whole bunch of us who can afford a BMW and would like a nice car that gets great milage. (I'm sorry, the Prius is awesome technologically, but I'm just not going to buy a car that looks and feels like a college engineering experiment.)
BMW has a unique window of opportunity to really increase their market share in America and simultaneously do the right thing - help us conserve energy. They can still sell their high powered, super fast cars as well (such as the 1-series with the 3-series 6-cylinder engine designed for America), but give us a choice. If nothing else, why not bring a bunch of the diesel powered cars to America and invite your customers to test drive them on an American city tour? How cool would that be? Plus, BMW would get first-hand feedback from current owners. Who knows, they might surprise BMW - and BMW might surprise BMW owners. And how great for the BMW brand to be known as the ultimate driving machine on all dimensions: awesome to drive, superior engineering, efficient and green as well? That value proposition seems perfect for a large portion of BMW's target market in America.
Please BMW, I love your cars. Is it too much to ask to let me buy one that I can enjoy filling up as much as I enjoy driving?
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