The car is amazing, but...
BMW enthusiasts rejoiced when the 8 Series made its triumphant return in 2018. The first-generation, built from 1990 until 1991, is often considered one of the German automaker's finest creations, so expectations were obviously high for its second-gen successor. Fast-forward to today and the BMW 8 Series lineup, consisting of the coupe, convertible, and four-door Gran Coupe, very much remain on sale, but there's a problem: slow sales.
Automotive News reports overall 8 Series sales in the US aren't going particularly well and dealerships aren't best pleased. Basically, dealers are facing a situation where they have too many unsold vehicles at the higher end of the model portfolio sitting around which, in turn, block inventories. The 8 Series is the culprit here. Dealers are also complaining, at least in the US, about the lack of proper marketing for the halo model.
BMW's marketing efforts have apparently not lived up to expectations and now dealers are stuck with too much unsold inventory. And because of the 8 Series' starting price of nearly $90,000, they're not exactly an easy sale to make. There's also another issue dealers are having: too many 8 Series configurations. Because there are so many possible options, dealers say it can be difficult for potential customers to decide what they want. In general, the situation comes down to a lack of a targeted promotional campaign and relevant marketing, coupled with sending dealers too many vehicles.
BMW's problem right now is that having too many premium vehicles like the 8 Series in stock leads to various inventory costs and a reduction in market value.
For now, BMW does not have a new marketing plan, though that could change as we approach the end of the model year. There's also another factor potentially hurting the 8 Series lineup: SUVs, specifically the new BMW X7. Although they're both very different vehicles, the X7, depending on how it's specced, can cost about the same as an 8 Series while offering far more interior and cargo space, as well as exhilarating performance.