BMW eliminates the 8 Series

In 2018, BMW decided resurrect the Series 8 trademark to christen a new, stately sports sedan that would be able to compete with the Mercedes-Benz S-Class, the Audi A8, or even models from Maserati, Bentley, or Porsche, among others. On paper, the idea seemed like a well-thought-out move: BMW would leverage the platform and technologies developed for its subsidiary Rolls-Royce models to create a new, elegant, and sporty model, with a sculpted body and a bolder aesthetic and technological approach than the 5 and 6 Series of its time.

However, the 8 Series has always been a niche car. BMW opted for inline six-cylinder gasoline and diesel engines with 330 and 340 hp for the 840i and 840d models, respectively, and V8 or inline eight-cylinder engines for the M850i ​​and the fantastic 625 hp M8. All models have come standard with the xDrive all-wheel-drive system and were available in two-door coupe and four-door versions, also known as the Gran Coupe. In fact, the Bavarians even introduced a convertible version based on the two-door coupe body, which further enhanced its elegance and exclusivity.

During the six years the 8 Series has been on the market, this model, intended to become the flagship of the Bavarian brand, has been more of a flop than a success, with rather modest sales figures and failing to generate the halo effect the brand hoped for. Its prices, ranging from €115,000 for the base versions (and rising ridiculously if you wanted to add any extras) to €232,500 for the 625 hp M8 version, didn't help boost its popularity either. In fact, even someone with a lot of money is unlikely to spend that much on a BMW when, for practically the same price (or even slightly less), they can buy a Ferrari Portofino, for example. Sales of the 8 Series were never particularly high, and except for 2020, when it reached its sales record of around 20,000 units per year, the car's impact on the market has been fading to below 10,000 units per year.

Although the 8 Series is scheduled to continue production until spring 2026 at the Dingolfing plant in Germany, BMW has already removed it from its online vehicle configurator. Customers wanting a new 8 Series will only be able to purchase pre-configured Gran Coupe models. The 8 Series has never met sales expectations and has failed to gain a significant foothold in the Arab or Chinese markets. Its impact on the European market has also been hampered by a specific context and set of factors (the pandemic, the semiconductor crisis, the electrification process, and environmental measures imposed by the European Union, including the EU's EU policy), which have not been conducive to sales of this luxury model.

This decision leaves BMW out of the luxury sports car segment, while also ruling out a new electric or electrified generation, as the company believes the market doesn't demand this type of high-performance luxury vehicle in a plug-in hybrid format. The brand now only maintains its coupe and sporty lineup through the 4 Series range, a model better suited to the demands and aspirations of European buyers, the natural market for BMW's sports sedans.