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At the Los Angeles Auto Show, BMW officially launched three new models, further expanding its product offensive. We find out more on the decisions to do so.

28 Nov 2019

As of now, BMW has the largest product offensive ever. Just at this year's Los Angeles Auto Show alone, the brand launched three new models - the M8 Gran Coupe, the 2 Series Gran Coupe and the BMW M2 CS. And it will only get bigger in the future, with the introduction of new electrified models like the BMW iX3 and the i4.

From hatchbacks, coupes, sedans and SUVs, BMW says the reason behind this is what the company calls 'the power of choice'.

What is the power of choice?

Pieter Nota says the large product offering now is an opportunity for BMW's customers to pick the car that they really want and need
To further explain this, we spoke to Pieter Nota, BMW Board Member for Customer, Brands and Sales.

According to Pieter, this is about offering a wide range of choices for its customers. "The power of choice doesn't just extend to picking the model you like, but also drivetrain choices. From petrol, diesel, plug-in hybrid or fully electric."

Having a range as large as this might introduce different challenges for BMW. But Pieter mentioned that it is less of a challenge, and more of an opportunity for the brand to offer products that customers really want.

"Take the luxury segment for example. Now, you have the X7, the 8 Series and the 7 Series. An SUV, a coupe and a sedan, customers can choose a BMW vehicle that suits their luxury needs. It strengthens the brand as a leader in luxury vehicles."

A new contender in the compact sedan segment

Senol Kapici (left) and Gernot Stuhl are part of the BMW Product team behind the 2 Series Gran Coupe
Perhaps the best way to showcase the power of choice is in the 2 Series Gran Coupe.

Showcased to the world for the first time at the show, we spoke to two men behind the development of the car, Senol Kapici, Head of Project, and Gernot Stuhl, Product Manager of the 2 Series Gran Coupe.

The 2 Series Gran Coupe isn't just a sedan product of the 1 Series hatchback. For a start, it sits lower and longer than the 1 Series.

"If you look carefully, the kidney grille for example is wider and lower, and so are the head lights which are designed differently," says Gernot. "The 2 Series Gran Coupe is for customers who want a sportier compact car with an extroverted coupe-like design."

Sitting lower and longer than the 1 Series, the 2 Series Gran Coupe promises to offer a sportier drive behind the wheel
While it might just be visual differences, we learnt that the 2 Series Gran Coupe will be dynamically superior behind the wheel, thanks to its coupe-like shape. This is despite both cars sharing the same platform.

"Yes, we use common parts between cars if it is possible, and the 2 Series Gran Coupe shares the same architecture as the 1 Series and even the X1 and X2," says Senol.

"But we adapt every car separately, and for the 2 Series Gran Coupe, we took years of testing and adjustments on racetracks for dynamic performance and sportier handling," he added.

When it comes to equipment, the 2 Series Gran Coupe offers more than one would expect from a 1 Series, too. The 2 Series Gran Coupe will come with standard equipment across all variants, like full LED head and taillights, and a digital gauge display that BMW calls Live Cockpit.

A BMW for everyone

The 2 Series Gran Coupe is scheduled to arrive in Singapore in the first quarter of 2020
The 2 Series Gran Coupe is certainly an attractive four-door coupe in person, and we do think it will be a hit when it arrives in Singapore in the first quarter of next year. It adds on to the large offering of vehicles from BMW, which will continue to grow.

Gernot has bought a 2er Gran Coupe himself, an M235i. Upon asking the specifics, Gernot didn't skip a beat. "My M235i will be in Storm Grey metallic, with Black exterior highlights, Magma Red M Sport leather seats with the Harmon & Kardon audio system."

The power of choice, indeed.

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