Quote: "How do you see the BMW brand in comparison to Gordon Murray's T25 etc. on the istream platform?"
Firstly, this new BRAND will be a sub brand, a new BRAND altogether from the BMW Group to address the future problems anticipated in huge cities.
BMW Group has been spectacularly successful in achieving what other Manufacturers have failed to do as their portfolio of Brands increased exponentially as they bought up smaller, failing, Manufacturers.
That is to achieve a distinct "BRAND separation" where the Corporate
Identity and Target Consumers of the Brand are totally different. Quite utterly
distinct! Yet taken as a whole, they cover the Premium Vehicles most widely
desired, across the represented market.
As the Premium Manufacturer of a wide range of Premium Products, their
portfolio represents the most profitable sector of each represented market.
Rolls Royce. BMW. MINI.
Profitability is extremely important, and gets harder to achieve as the
class of Vehicle becomes smaller. So this is a huge challenge for any
BMW have the edge, with their related partners, because of a new type of Carbon Fibre that has been developed, which will enable a strong light body to
be utilised that is none the less, excellent as a F1 Body in strength, but remains
competitively priced for a consumer seeking a Premium Product.
They also have been rolling out, on the quiet, with the assistance of customers,
Electric Cars in varying guises for the purpose of ironing out every problem
and expectation that a customer actually using such a vehicle on a daily basis
All that profoundly enlightening information that has been gathered from
real life experience, will be utilised in informing and shaping the future
Products of the forthcoming new BRAND.
I don't believe I'm qualified or that if would be right to comment on the Models you mentioned.
Only wish every employee of that Company every success for the future.
Competition is not a problem.
I do however, have certain personal reservations about specific matters that
I could discuss in a wider sense, but only by removing them right away, from
the Manufacturer concerned, and discussing concepts, principles and ideas.
For instance, as it's not in production. I'm wondering how the Brussels Model
might perform in a European crash test, given the shape of its radiator, and
It's easily predictable that it would not get a high rating, i.e. be considered a comparatively safe car should it crash into you. Small Manufacturers, (should it ever go into actual production) concentrate largely and purely on design aesthetics, and so can easily produce a design like this.
But Manufacturers that produce Vehicles that will be bought by consumers en mass, have both a legal and competitive duty to ensure their Vehicles meet highly particularised specifications, and the demands of these can be very different, in varying parts of the world. For instance the MINI alone is exported to 88 different countries around the world.
Far exceeding the most demanding criteria, likely in the foreseeable future
anywhere in the world, is the simplest way to approach this problem, and of
course the most expensive. But that is the reason you buy the best really, to get the best possible experience you can, and why it costs more.
On the concept of Modular Production, as a general principle, it used to be
the case historically that Chassis and Body Frame were kept separately in
production. Years ago when William Morris started that's how they did it. But later it was found that many advantages were to be gained by building the body,
and the frame together, into one single unit.
The big problem that REAL Vehicle Designers have to face, is that consumers
actually demand today, a set of absolutely diametrically opposed factors, that
they wish to be completely optimised.
They want their Vehicle to be very Strong.
Yet require the Kerbweight to be very Light.
They want lots of Zip, Power and Acceleration.
But also want Fuel Consumption and Costs Low.
They want the Vehicle to have a Fantastic looking Design.
And yet be Safe for anyone they Hit, or should they Crash themselves.
They want an Ever Increasing amount of Functional Technologies within the Cockpit.
But want the Cost of the Vehicle to be as Competitively Priced as possible, between Brands.
They want the Space into the Cockpit and for all their Passengers, to be Roomy and Comfortable.
Yet want the Overall Dimensions of the Outer Surface of the Vehicle, to be able
to be squeezed into a Small Space.
Can you see the problem?
Addressing all these criteria, involves input from a lot of very clever people, but manging to do it a Great Looking Design is much more difficult than people might think.
Creating and Producing a Singular Cohesive Style, conforming to the Broader Values evoked and espoused by the Brand Identity, that emotively communicates to Consumers. Is not easy to do.
But I remember that during WWII when Modular Design and Manufacturing Methods were utilised to make the Atlantic Convoy Merchant Ships.
The Stresses would at times cause these Great Ships to simply come apart. In many cases you had half a Ship here, and half a Ship there, bobbing about in the Sea.
If you scroll down this link there are pictures of Ships Cracking Apart. I
have Movie Footage of Ships broken in half, bobbing up and down in the
The idea, is to have Vehicles, rushing about our Motorways Manufactured in
the same way.
One Manufacturer, made a decision a while back.
It would run all its lines at 150% the rate of all it competitors.
This manufacture decided it would be the biggest, and followed a policy of
utilising the same Platform (but differently dimensioned) for its entire Model
Range, so that utilising the same bolts and parts where ever it could, would
enable it to reduce costs making it more efficient.
From the ground up, nothing in the Platform any of their Model Range of
Vehicles is actually optimised for the function of the vehicle.
To me this is a Fundamental Design Error, as is the blinkered pursuance of
Market Growth in Volume, over Excellence in Quality.
It is no surprise to me then that this Manufacturer, has been losing masses
of Profitability withdrawing Vehicles in Recalls.
My Brother told me that when he last examined one of their Engines to see
why failed on the Destruction Test Bed.
Sand was found in the Engine Casting.