Niche too far: BMW and Mercedes considering model cull

BMW and Mercedes-Benz have admitted they are considering culling the number of models they offer in a bid to boost profits and reduce development costs.

Facing the chop are traditional coupe and convertibles that are unpopular in China.

The news of the model range rethink has been revealed to Car and Driver by both BMW's global sales chief Ian Robertson and Mercedes' boss Dieter Zetsche.

"The checkerboard of body styles and segments is rather full, although there are still a few to be finished," Robertson told the US mag.

"We've got X2 and an X7 coming, and there are a few others, but I also know -- because we've taken decisions -- that some body styles will be removed in the future."

Zetsche said Mercedes is also considering culling cars from its line-up.

"The speciality cars, these coupes and convertibles, were always niche cars," before adding that China and other markets were playing a key role in determining what cars Mercedes would focus its R&D budget on in the future.

"The expansion into China and other emerging markets [has given] huge opportunities for sedans, but they did not take up these speciality cars. Which makes the business case for these vehicles less easy."

Zetsche didn't announce what specific model would be discontinued, but BMW's Robertson publically admitted convertible sports cars was an area of concern for the German premium brand.

"The segment that is not really progressing is the roadster segment," he said. "It has never really recovered after 2008, and it never picked up in Asia."

Robertson said it was concerns of not recouping development costs that led to BMW teaming up with Toyota for a replacement for the Z4.

BMW 8 Series to return

In the future, BMW's sales boss says the German car-maker will focus on four-door coupes following the success of its 4 and 6 Series Gran Coupes.

In fact, Robertson told motoring.com.au at last week's Geneva motor show that BMW will focus its development on large vehicles, but would not confirm rumours of a born-again 8 Series flagship coupe, topped by an M8 super-coupe.

"There has been talk of a new 8 Series. One thing we have said in our strategy presentations recently is that we want to widen our large car scope in the future so you are going to see the first steps in that direction with the X7," he said.

"It's an area where we need a product, and while it's a global product it will work best in some particular regions like the United States, China and Australia while in Europe, probably less so.

"All in all, the large car segment will expand and there is a lot of speculation about whether we bring back the 8-Series. You'll have to wait and see, but it will broaden substantially."

If it eventuates, the 8 Series would likely be based on the same carbon-fibre achitecture of BMW's latest 7 Series, styled in the same vein as the 2013 Pinanfarina Gran Lusso concept and aimed directly at the Mercedes-Benz S-Class Coupe and Cabriolet, as well as Bentley's upcoming MkIII Continental GT.

Meantime, replacements for the smaller 6 Series Coupe, Convertible and Gran Coupe sedan could be repositioned downwards in their next generation -- in terms of both size and price -- putting them mid-way between the 8 Series and the 5 Series on which they will be based.

Both the new 8 Series and repositioned 6 Series could be revealed -- at least in concept form -- as early as this year's Frankfurt show in September.