I’ve yet to see a BMW 8 Series on the road. You’re likely in the same boat as sales for the top-tier BMW are low, as one would expect, but there are also several examples sitting on dealership lots, too. A new report from Automotive News highlights the struggles BMW dealers are facing in trying to sell the expensive model, which comes in coupe, convertible, and four-door Gran Coupe flavors.
According to information shared with the publication, there were more than 2,000 unsold 8 Series vehicles as of earlier this month. That includes both models on dealer lots, and models already on their way to retailers. Of those, more than 700 – nearly a third – were classified as “Priority 5,” which are vehicles a dealer doesn’t want and hopes to offload to another one.
The BMW 8 Series Packs The Performance:
One reason for the sluggish sales, according to dealers, is the lack of marketing support from the automaker. That’s not surprising. The 8 Series coupe debuted just a few months before the X7 SUV, which remains an essential model for the German automaker – more important than the niche 8 Series. Dealers also point to the 8 Series’ numerous available configurations as another reason why some models aren’t selling. The 8 Series first debuted as a coupe before the convertible version arrived a few months later. A year after that, BMW unveiled the 8 Series Gran Coupe.
Gallery: 2020 BMW M8 Gran Coupe / Competition
Automotive News also reported that BMW was planning to launch a marketing campaign for the 8 Series later this year. However, those plans have been put on hold due to the coronavirus pandemic that’s bringing much of the world, including the automotive industry, to a halt. It’s not a high-volume seller like the X7, which further limits its appeal to customers.
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The BMW 8 Series is a niche vehicle with limited appeal, especially in a market where consumers continue to flock to larger vehicles. With a starting price of $87,900, it’s easy to get the 8 Series’ price to six figures, making it a pricy investment for potential buyers.