Why E89 stopped

H

Hunter

Senior member
 notts/derby
Was just wondering on people’s thoughts of why BMW stopped the production of the Z4 when it did? It was still looking fresh and had the look of modern BMW’s. When the E85/6 ended production it was because the E89 was available so why wasn’t this the case for the E89 and it’s replacement? Was it poor sales? If so why didn’t it sell? The equivalent Audi TT, Boxster / Cayman or SLK have kept models available... what was it about the Z4 that bmw didn’t like?
 
The model was End Of Life. It had done seven years and so was finished. They also probably wanted the production space for other new models, hence the gap to the new Z4.
 
I have always thought it was daft to stop production as customers will go elsewhere and might not go back.
That's 2 years now they went out of production and theres not really been an official date for the new model hitting the streets.
We should run a sweep and pick dates when it will be on the road, my guess would be around June.
 
I saw the Merc, is it SLK, in a local garage, twin turbo diesel job. It was very nice. £28k new.Tempted by the mpg. Same power as my 23i.
Yet i have only seen one, someone i know who liked my Z4, but went Merc.
I am amazed that BMW are even bothering with this market segment with the new model.
I don't think it will sell as well as the E89.
If the pics we have seen so far of the new model, people will think it's a Merc.
 
Low demand, simple as that. The people that would have previously bought the small engine versions now want 'SUV' type things for some reason, as is the trend. The 35iS wasn't good enough for proper petrolheads who bought Boxsters or M cars instead.
 
The massively declining sales doesn't really make sense though either. Why stop producing a 2 seater because of low sales and then replace it with a new 2 seater a few years later.
 
Nictrix said:
The massively declining sales doesn't really make sense though either. Why stop producing a 2 seater because of low sales and then replace it with a new 2 seater a few years later.
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I'm assuming that they're coming back with a much more focused line up. I don't think there will be anything much below the 40i and it will compete more directly with other 2 seater sports cars.
 
Chris1712 said:
Nictrix said:
The massively declining sales doesn't really make sense though either. Why stop producing a 2 seater because of low sales and then replace it with a new 2 seater a few years later.
Click to expand...

I'm assuming that they're coming back with a much more focused line up. I don't think there will be anything much below the 40i and it will compete more directly with other 2 seater sports cars.
Click to expand...
Or were they too expensive and people bought the alternative from Merc/Audi.
That's what I don't really get, people are saying it will be under £40k, the old model wasn't so why should the new one be.
So if this new one is going to be the same price or more expensive than the old model why would people splash the cash now when they didn't for the old model.
Is there really any point having a focused more powerful car on our shitty roads anyway.
 
Nictrix said:
Chris1712 said:
Nictrix said:
The massively declining sales doesn't really make sense though either. Why stop producing a 2 seater because of low sales and then replace it with a new 2 seater a few years later.
Click to expand...

I'm assuming that they're coming back with a much more focused line up. I don't think there will be anything much below the 40i and it will compete more directly with other 2 seater sports cars.
Click to expand...
Or were they too expensive and people bought the alternative from Merc/Audi.
That's what I don't really get, people are saying it will be under £40k, the old model wasn't so why should the new one be.
So if this new one is going to be the same price or more expensive than the old model why would people splash the cash now when they didn't for the old model.
Is there really any point having a focused more powerful car on our sh***y roads anyway.
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I don't think it'll be under 40k rrp, no chance. More like 55+, there is a market for that (F-Type, Cayman etc) but I don't think they care about the 'soft' roadster market anymore (TT/SLK basically, they come in diesel for gods sake!)
 
Chris1712 said:
Nictrix said:
Chris1712 said:
I'm assuming that they're coming back with a much more focused line up. I don't think there will be anything much below the 40i and it will compete more directly with other 2 seater sports cars.
Click to expand...
Or were they too expensive and people bought the alternative from Merc/Audi.
That's what I don't really get, people are saying it will be under £40k, the old model wasn't so why should the new one be.
So if this new one is going to be the same price or more expensive than the old model why would people splash the cash now when they didn't for the old model.
Is there really any point having a focused more powerful car on our sh***y roads anyway.
Click to expand...

I don't think it'll be under 40k rrp, no chance. More like 55+, there is a market for that (F-Type, Cayman etc) but I don't think they care about the 'soft' roadster market anymore (TT/SLK basically, they come in diesel for gods sake!)
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I think you may be correct and I also think that by doing this they are pricing themselves out of the market.
 
Nictrix said:
I think you may be correct and I also think that by doing this they are pricing themselves out of the market.
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You don't think they can compete in that segment? I think they can but they need to bring the M specialness to the Z4 again, including the interior changes they've done with the M5. It needs to be a world apart from the Supra, because that thing is gonna be 20% cheaper I suspect and quite possibly better looking.
 
Chris1712 said:
Nictrix said:
I think you may be correct and I also think that by doing this they are pricing themselves out of the market.
Click to expand...

You don't think they can compete in that segment? I think they can but they need to bring the M specialness to the Z4 again, including the interior changes they've done with the M5. It needs to be a world apart from the Supra, because that thing is gonna be 20% cheaper I suspect and quite possibly better looking.
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Im not sure, as soon as the cost goes over £40k there is the extra tax that needs to be paid for 5 years. Will people want to pay that for a weekend toy which is what a large percentage will be. I think 5 years after they hit the roads they will be a good buy but possibly not new.
 
Nictrix said:
The massively declining sales doesn't really make sense though either. Why stop producing a 2 seater because of low sales and then replace it with a new 2 seater a few years later.
Click to expand...

Lower development costs due to it being a joint venture with Toyota.
 
But why did they stop production before the new model was available? Some cars have more than one face lift and to be honest the E89 facelift wasn’t very radical... surely there was scope to have continued Z4 production? It seems strange to dip in and out of a market segment.. while you are out the competition is developing brand loyalty....
 
Here in the USA the Corvette owns the market. They sell more Corvettes than all the other two seaters combined. But everyone else just wants an SUV. Ford is halting all sedan production to just build SUVs, trucks and Mustangs which are a performance bargain. BMW makes and sells 1500 SUVs every day at one of the biggest facilities in the world and they are starting on another one in Europe
So I also wonder why they are bothering with a new Z4 , especially with a soft top (which only saves 100 pounds.)
The new Z4 should be shown this week at the Monterey Concours Auto festival. There are a few photos out now. I think it is OK but has an awful lot of scoops and the interior is getting blingy. But then I don't think big screens belong on the dash of any sports car much less a roadster.
Roads are overcrowded. people are distracted by screens and phones, Anyone here remember the days of MGA s, Jaguar XK120s, and early Porches? It was great while it lasted.
 
Hunter said:
But why did they stop production before the new model was available? Some cars have more than one face lift and to be honest the E89 facelift wasn’t very radical... surely there was scope to have continued Z4 production? It seems strange to dip in and out of a market segment.. while you are out the competition is developing brand loyalty....
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The insights to the marketing and product planning teams can make grim reading, especially when they are allowed to operate without question for a period of time..it will be interesting to see where the pricing and the marketing literature words "paint" the car.. :thumbsup:
 
Roadsters are the worst selling 'model' of vehicle produced by any company with the possible exception of the MX5.
Simple fact, not many people want a two seater car...
 
Unless the new model was going to be totally radical there is no point in changing essentially like for like. If sales for the Z4 were low then what makes them think this one (Possibly slightly more expensive) will sell any better? They are already alienating 50% of the market by changing it to a soft top, surely the option of both would have been better for sales.

I know I have banged on about this before but not making it a hybrid is a massive missed opportunity.
 
I can only think that doing it as a joint venture makes it financially viable - but it just makes me want a Toyota! :(

Nanu said:
I know I have banged on about this before but not making it a hybrid is a massive missed opportunity.
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Thankfully they resisted that temptation - the i8 didn't turn out too great! Who wants a 3-cylinder engine and 100s of batteries in £100K "Sports" cars - not many it seems!

I think a bigger missed opportunity was not making an i8 that wasn't a hybrid as a halo model for the petrolhead.
 
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