But wait, hadn’t small cars fallen out of favor with automakers? However, a new expensive BMW city car is being seriously considered.
The future of the small affordable car is under pressure. Cars with a combustion engine must meet increasingly stricter requirements, which makes it uninteresting for a manufacturer to offer such a car. And electric cars are currently also very expensive to build, which is why manufacturers prefer to aim at least a segment higher.
But BMW is going to do things a little differently. They foresee a new market: that of the ultra-expensive city car. So a few sizes smaller than they build now, but then extremely expensive. The car they may be planning is being built with China in mind.
That country currently has 5.3 million millionaires. In addition, two-thirds of all millionaires in the world come from China.
Small expensive BMW city car
It is expected that there will only be more. And for them there must be a car. That says BMW design boss Domagoj Dukec in conversation with Carbuzz. He thinks we should get rid of the idea that small cars are cheap and big cars are expensive.
BMW should be more on the side of a luxury fashion brand, where objects are not necessarily cheaper if the size is smaller. Think of Hermes bags, for example. This can be translated into cars, where people do not want a very large car, but one that is very luxurious, expensive and exclusive.
That sounds exactly like the plan Aston Martin had with their converted Toyota iQ. The Aston Martin Cygnet was extremely expensive, but also exclusive. That didn’t work out very well from 2011 to 2012.
More Chinese female millionaires
This tactic should work in China, but it is not the case in Europe, despite the fact that various brands have already tried it. Rich people in Europe are completely different.
They buy a small car because it is simply the most convenient, it does not necessarily have to be a very luxurious or expensive fashion statement. Because of that mentality, BMW does not yet have super small cars in its range.
But if the group of rich women in China continues to grow, BMW will certainly want to serve that part of the market. It is not yet clear how they will do that. Of course, BMW can use the platform together with Mini.
In fact, the Mini is already a bit of the car that proved that you could make money with a small car. The new expensive BMW city car will be even smaller and even more expensive.
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