It's time to face the facts: We aren't BMW's target market anymore.
It’s easy to become a creature of routine and habit. It feels like humans are wired that way. Sometimes as much as I think I’m open to change, I realize that maybe I’m a bit closed off, wanting things to always stay as they are.People, things, brands all change. The thing that you may have come to know and love from years past just isn’t the same.which I fully stand behind. But, after ruminating on it for days, I think I’ve understood the BMW i7 a bit more.
BMW’s EV lineup, including the i7, at least on paper, is completely fine, if not much of a technical stand out. The i7 and iX’s range, tech, and performance, seem competitive, but not earth-shattering. Weirdly enough, its ICE efforts feel the same. Barring the M-cars the brand doesn’t seem to want to focus too much on any of the new tips and tricks it did to make its latest efforts drive that much sharper, move that much quicker, or do just that much more.
BMW’s trajectory reminds me of one of the once-favorite bars that I frequented in college. I had been going to this place for years now, my way to decompress on a Thirsty Thursday when I was younger and would pretend like I didn’t have a Friday morning class at 8:50 AM. Over time, first slowly, then kind of all at once, the bar changed. The music changed from kitschy Nineties hits and Recession-era Britney Spears and Lady Gaga to some pop starlet I had never heard of called Olivia Rodrigo.
Was it the right move for the bar? I don’t know their finances, but I do know that the new crowd it attracted knew every word to the Olivia Rodrigo songs even if they didn’t know too much about those 1990s hits that I had memorized note-for-note. The bar had pivoted, and either intentionally or not, it was very clear that I was no longer their primary client.
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