BMW has announced it will double down on its efforts to provide the ultimate luxury car, with the German brand’s forthcoming model offensive moving the absolute best of its offering into a distinct product category with its own unique logo.
According to the Bavarian brand, the upcoming BMW 8 Series and BMW X7, as well as the BMW i8 and 7 Series and the upcoming BMW i8 Roadster, will form a new and noticeably expanded luxury segment line-up that emphasises the brand’s most ‘elite’ models.
The specially tweaked logo takes the iconic BMW badge and turns it black-and-white, a style which the company used more than 100 years ago. It will also see the ‘BMW’ lettering spelt out in the full “Bayerische Motoren Werke”.
According to BMW, the new black and white logo with the full name displayed will underscore the German brand’s long and proud history, bringing out deeply-rooted elements of BMW heritage.
It appears the elite club of upcoming BMW models will be limited only to cars wearing a 7 or 8 badge, with the company stating that its continuing emphasis on the development of luxury as a concept is “closely linked with the numbers 7 and 8 in the BMW model scheme.”
BMW, much like its rival German brands, has used its top of the range models to showcase the best of its technology, which then filters down to the rest of the range. This has been most evident with the BMW 7 Series luxury saloon, which has served that purpose for 40 years now.
The upcoming 2019 BMW 8 Series will also serve to showcase the technology of the 7 Series with a level of elegance, dynamism and luxury only a coupe can offer.
The BMW i8 models will also get the badge, for BMW says they represent the future of the sports car and have led to the introduction of such technologies as the use of carbon fibre in series-produced cars, remote-controlled parking and BMW laser light.
Strangely, none of the photos presented by BMW has the cars wearing the new logo. We look forward to seeing the black-and-white BMW roundel at the Frankfurt motor show next week with more details on what the elite club of BMW’s means for customers and the brand’s other models.