This Is Why BMW's 8-Series Is FAILING!!! 

Thanks for your analysis and I have to say I agree with most of the points. However, being a BMW, addict, I bit and leased the 840i, a couple of months ago, taking advantage of the fact that is not moving , I got a fairly good lease deal,and I liked the sleek look. As a 64 year old grandma, who likes a good looking, comfortable fast car, I believe it meets my needs. I feel the marketing of the car is all wrong, it should be more to the exec, or retiring exec, not for its speed. In fact the loud fake race noise annoys me. However, I have driven on long trips and find it very comfortable. I am indeed enjoying, and even though I live in the DMV, I have not seen another on the road. OBTW, I hate SUV’s. Just my girly girl thing. Yet we own one(1)

There is one major reason that will bring the 8 to a success: its a head turner ... looks is stunning. Especially the gran coupe. It might not be as practical as an SUV... but the looks is way on another level. People buy SUV’s because of their practicality... but with the 8 you fall in love. Also compared to A7 or CLS... Concerning the price tag - The 8 has the best of the best tech that BMw has to offer. Carbon core, alloy exterior, top noch interior quality...

Ben, as much I do appreciate your analysis, it's worth noting that the coupes and convertibles are meant for a smaller segment of the market. They appeal to a smaller section and they need to serve that market as well...they are niche and therefore they don't need to be every where or else they will lose their appeal.

Hi Ben, I have been driving a 640d convertible for three years now and it is really suitable for long journeys and especially with the roof down. BMW rolled out the new 8 which is actually the new 6, I had a test drive of the new 840d and I tell you it’s the same car it behaves the same everything is the same. I really like your way of explaining where the problem is with the new 8. I wish you all the best.

I am a current M850 i GC owner. I bought the car for one reason and one reason only, looks. I think it`s one of the best looking cars out there today. The Audi RS 7 is a strange looking bird (imo) and the Panamera just looks like a hunchback. The S Class is a real competitor but the price is about 30 k higher (same specs) than the BMW. I think the 850 is actally a deal all things considered and I enjoy driving the car. It also gets a lot of attention and people ask what it is. Mine was 105 K custom ordered from Germay and for that money I barely get a Porsche 718, nowhere near what a base 911 goes for.

You make some good points, Ben. Full disclosure: I work at a BMW dealership. The 8 series is my favorite vehicle in BMW’s current U.S. lineup. I agree it’s not as avant-garde as the original 8 series, but by your measure (units sold), the first gen also failed. It certainly would have been more sensible to give this car a 6 series badge. And your observation that there are too many variants (you left out the M Competition models) has been proven by the elimination of the M8 Convertible and M8 Coupé for model year 2021. Regarding the M8 Competition, it’s no longer a separate model, but a package available for the M car. I do find it a bit baffling that an M8 Coupé is no longer available considering the 2-door M8 GTE was racing (and winning) a full year before the first 8 series production model was released. BMW dealer training videos stack the 840 and M850 up against the Panamera, and the M8 against the 911. The 8 series is certainly a Grand Touring car. In addition to the Panamera, I’ve also seen the M850 compared with the Bentley Continental GT (see Car & Driver and Amazon’s The Grand Tour). But in IMSA endurance racing, the M8 GTE competes against the 911 GT3 R, Lexus RC F GT3, Aston Martin Vantage GT3, McLaren GT3, and Corvette C8.R. There’s definitely a big difference in weight and in price between the 8 and 911 (a similarly equipped 911 is much more expensive). Still, I don’t see comparisons to the 911 as such a stretch, as long as you’re comparing it with BMW’s M versions.

I had the original 8 series (bought July 91) when it first came out , one important reason it didnt sell in numbers because it was very expensive about $100K and that is $190,835 in todays money

The BMW 8-Series 2-Door Coupe' is, just about, the only 2-door automobile you can buy anymore. The market is flooed with SUV that, virtually, ALL look alike - the same with 4-door coupes?/sedans. It is, therefore unique, and that reason, in and of itself, was exactly why I purchased a new M850i, last year. BMW and everyone else is making TOO many SUVs, and sedans. And, with regard to comparing an 8-series coupe to a Mustang - forget it - the Mustang is a "plastic" kids car - there's NO comparison between it, and a BMW !!

Yeah, the 8 series has absolutely NOTHING on the LC500... now that's a dope looking car.

Nothing but facts Ben, nothing but facts. You killed them with the mustang reference 😂😂😂

I like these editorial analysis's of model's. Helps us connect with how we're feeling. Back in the day when the original 850csi came out, that V12 put a halo on it. BMW launched with a V12 and even though some 840's had V8's, they carried that V12's swagger. Spot on about the S-Class matchup, because Mercedes don't make them kind of mistakes. Flagships all come armed with V12's and even AMG V12's. Bottom line is we all know when we see a new 850 that it's got no V12. But that S-Class Convertible just might. For the life of me, I just don't get why BMW decided to backslide to a V8 -knowing what V12's do for a cars desirability and expectations. Agree with everything else you said too especially about all the varieties of 8-Series made that dilute the original's exclusivity.

Great analysis and love the video. However, I have just bought and 840i Coupe after owning a couple of SL63AMG and a C63AMG and all I can say is what a dream it is for every day driving compared to the Mercs. The BMW 8 series are being heavily discounted at the moment (in the UK at least) so represent amazing value.

Always enjoy your content Ben.

BMW the following mistakes in the past 5 years. 1: removing the 6 series and replacing it with a strange version of GT style 5 series. 2: extending the series from 1 to 8 which makes the brand very confusing (before we had only 1, 3, 5 and later on 6). Now we have literally every number. 3: producing a coupe and topless version of every number 4: using same idrive technology and virtual cockpits on every model they produce (same as Mercedes). 5: using same tech on every model from cheapest to most expensive which makes u think why u should pay thousands more to have similar dashboard, seats and tech in every model. 6: trying to convince every buyer. Literally they sell any car these days, its not a special car anymore

The 8 series is their most expensive car and not supposed to be on the top of their best selling list. In my opinion, the 2 door is by far the best looking version of the car. The convertible is the nicest looking convertible under 200k hands down.

Your spot on. SUV sales have been increasing and will double over the next few years. Coupe sales will shrink

In the UK both 2 door and 4 door versions are available with at least £20K discount ( more than 35% of the recommended retail price ) . And yet after all deduction the car comes at around £58K. But the guaranteed price of the car after 32K miles and 4 years of age is less than £25K. this means you have to pay £33K plus interest for a 4 year PCP. But an X6 comes at £70K RRP and 15% discount which makes it £59K but the guaranteed future value after 4 years is £31K. This means you have to pay £28K plus interest. This alone makes PCP at least £100 per month cheaper. Depreciation on 8 series is a no factor for most buyers. All prices are for brand new cars

The only thing I don't like about the 8 is the fact that everyone if them should have at least 425hp. You get a 840i and it only have 335hp where you get a M440i with 385hp🤔

Just discovered your channel and love your takes on most things. I don't always agree, but you state your points well, and I can appreciate that. As someone that has considered shopping for a low mileage, pre-pwned 850i GC, here's my take why the 8 series in general isn't selling. 1) It's a 6 series, not an 8 series. This is not a flagship performance vehicle. It is a sporty executive car. 2) It is 20-35% overpriced at MSRP for what the car delivers. 3) (and this is 100% representative of 1 and 2) For the price, nobody cares. It just doesn't deliver on any particular aspect to warrant the price. Performance in terms of power is okay, and the rear wheel steering definitely helps compensate for the weight, but at ~100k + it doesn't have that WOW factor. Similarly, the interior design and comfort is good, but it isn't "S class" or even 7 series good. It doesn't have the comfort level of either of those cars yet boasts a price that says it should be similar or better. At the end of the day it's a GT car, and GT cars just don't sell well anyway. Look at Aston Martin. In the world of exotic performance vehicles, AM is the luxury performance GT car and it's audience is small. People look at it and say, "yea, that's a beautiful car", but for the price most people want a raw performance driving experience. Something that gives a deep emotional response. Long drives through a twisting and winding road, with hours of butt-in-seat time...give me an AM over a Ferrari or Lamborghini any day. However, the 8 series doesn't really inspire that same sentiment, especially when the 7 series has better comfort and the same performance, and the M550i exists. Don't get me wrong, I personally think the 6 series...err 8 series... is an absolutely gorgeous car (GC especially). I just don't think it was marketed, priced, or appointed properly at all.

I think just like every car that first comes out and struggles with sales, this M8 in due time will be on many people’s top priority list because of the looks and the power. It’s expensive now but watch when the price goes down on these things people will be tryna get their hands on one. They’re gonna age well too it’s a beautiful car. Give it some time.

Ben you are a one sharp genuine brother I for one have a 03 Bentley Arnage t and a 03 Mercedes Benz S600 and let me tell you brother I love those cars to death and they're timeless.

it has been 2 years and it still exists and is as nice as always.

I have had the 8 series for 2 years and it’s an amazing car. The drive n looks wise

Good info, customers are more interested in large capacity cars like SUVs and sedans. Emphasis is on having a vehicle that can accommodate the family.

Facts!! That original 8 series was crazy. Even Biggie endorsed it

You are paying not for the lines of the car. You are paying for the quality of the engineers that created all car components and the quality of materials as well as a way a car was put together. Not a single American built car can come even close to German built BMW.

Many good points made in this video and I agree that the 8 series is a nice looking car and it does have a killer engine, I still prefer the 6 series. The 6 series is a bigger car with more trunk space and interior room for both front and back seat passengers. Also the 6 series interior is simply beautiful. Its a work of art. The interior of the 8 is very simple and in my opinion cheaper looking. Another point I found amusing is how videos compare the 8 or the 6 series to porches or other smaller high end sports cars. A duh! Of course the 6 and 8 can't compare to them. I've seen all kinds of racing comparisons for speed, handling and drifting abilities. Nobody buys a 6 or an 8 to drift on a race course. These are not race cars. They are beautiful looking cars that are sporty and luxurious. These cars are meant to take nice weekend trips in comfort with very good excelleration and handling. If you want to make dangerous and tight turns or drift or set a new land spreed record you do not buy the 6 or 8 series. If you want sportiness mixed with comfort and luxury, then you do.

The Grand Coupe is the best bang for the buck in the used market by far. It looks better than all of the high end sedans under 150k and you can get the spec you want in great condition for 65k. 4:34

Just bought a new M8 Competition. You are so right! It's no Mercedes inside. This is my first BMW after 4 Mercedes and am disappointed! This car is really fast but not enough of a difference from the AMG 63s.

Totally disagree with the mustang point, that’s a positive, In my opinion the 8 series is BMW’s best looking car, it even looks better than most of Benz line up, and all of Audi’s line up, 8 series is the most aggressive looking coupe on the road, aside from super cars, personally that what I look for in car, wide and aggressive looking, rest of BMW line up looks like it for family’s or executives 🤢🤮

Interesting Video. From my perspective, the 8-Series (esp. the M8) is the most beautiful BMW car in their current lineup. Of course, the original 8-Series is much more stunning. It is a petty that they did not build upon that and bring it into the 2020s. I think, one can not compare an SUV which has the design of a shoe box to a low riding sports car like the 8. Buyers of these cars have completely different needs. Price wise, I agree with Ben, the 8 series is priced far to high. I found the pricing of the former 6 series a fair deal. But, at least in Germany no one pays the list price of an 8/M8. You can at least chop of 15-20% when buying. If you compare leasing rates, the 911 turbo has almost the double leasing rate to an 8/M8.

Don't let the haters get on you, Ben. You present your points of view well. BMW's 8 series currently has the largest incentives being advertised here in the UK where I'm based.

Regardless of ppl agreeing or disagreeing with this type of raw feedback .. i admire and appreciate when someone on RU-vid, for once, calls it out as it is .. reviews now are just so bad and biased, so thanks for a well constructive analysis and feedback

Strange thing bout the Coupe to me. It only looks for the lack of a better word expensive. Depending on how you speck the seat color. Black boring. IvoryWhite/ Tartufo Full Merino Leather. It’s starts to look worth the money. I’ve tried for years to get into this car. Just can’t do it for one reason or the other. Gonna try 4 series Coupe. Good review.

Comparing a 911 to 8 series Is like comparing Mike Tyson to Floyd Mayweather

Too many stupid comments. 1) No point crying for a V12, they're obsolete due to EU regulations, there ain't even gonna be V8s anymore..so the V8 was the last resort. Any later in timing and there would probably be a 6. Meanwhile Mercedes is dropping to 4 cylinders and hybrid electric motors. 2) Only the roofline looks like mustang, is that a bad thing? No it's a compliment if anything since the Mustang is beautiful. 3) sales dropped since BMW essentially sold an oversized 6 series...and stuck the 8 series badge on it..with a much higher price tag

Speaking straight facts 🔥

8 series has an identity crisis, yes its overpriced for a beautifully dressed 5 series. BMW is also created something to take on the AMG GT4 yet they claim it uses the 7 series platform (whilst in actuality it's a 5 series) the 8 series offering was driven by BMW accountants, they opted to design the product from existing parts instead of creating completely new vehicle development.

Failing? Oh man, again, suckered by a click-bait title. However, I was very impressed with your research and your excellent speaking voice and delivery. The problem for me with your information is the complete avoidance of the fact that people do not part with lots of money based on the kind of hair splitting that you employ for over 16 minutes. Who in their right mind has the time to consider every little detail compared to a dozen or so other vehicles in the category they are interested in. No one, well, maybe you. We love our German cars, BMW's in particular. Your conclusions are completely, totally and laughably irrelevant to the average impulse car buyer. To take into consideration every nit-picking little thing that you do is not what 99% of the buyers consider, in my humble opinion. To do so would drive the average person insane and/or they would never be able to make a decision. You pontificate as if there are better choices or perhaps even a perfect choice in a certain class of car. Beauty is in the eye of the beholder and you dismiss that fact of life by saying there are nicer interiors, there are faster cars, there are cheaper cars, blah, blah, blah. Good grief. No wonder you have critics, but hey , Dude, I love you man. Keep it up.

Oh I forget , the Alpinas B5 and B7 up to 2018 were the greatest as well.

08:45 this ruined the 8 for me . The resemblance is uncanny

It’s failing because of the Price !!!! And the fact they took the 6 and wrote an 8!!!!! It’s basically 6 series.

Its failing cos it’s very expensive, its the best looking bmw by far, sexy car

Nailed it on the mustang comparison. Every time I see a 2dr 8 I see a mustang

When I first saw this car back in 2020, I thought this car was a joke. I drove the 840 and 850, and the 850m, I thought all cars of this series was a joke and all of the drove like shit! The first generation of the 8 series is the only 8 series as the best BMW ever made. So for all the great BMW: E32, E38, E46, E60, and Last F10 M5all the last of the greats! I believe BMW is still a great car but the last generations are the best!

I don't think the number of variants is part of the problem, it's the fact that the car just isn't special enough. I have the outgoing 650i Coupe and this just isn't enough of an upgrade for the price. It's grossly overpriced and not special enough. If this car had been stunning like the original it would have sold much better, or if it was priced like the previous 6-Series, which was already overpriced.

It can make more sense if comparing 6/8 series to a Porsche Panamera

Being a BMW guy, I waited to post my thoughts here. Frankly, as much as I love BMW, some of their development decisions have caused me to scratch my head. When the original 850 dropped, it was a game changer in design etc. (never mind the mechanical demons). Fast forward now, 1. I think they’ve diluted not just the 8 series, but the brand itself. Killing off models that they could’ve supported much better. 2. Too many model versions. If I recall they recently announced an IS version of the M8 that is supposed to be near the Competition version. Why?? 3. This version of the 8, absent the performance, is nothing special design wise (coupe). I agree on the sedan being the nicer of the group. But all those different lines of the 8 doesn’t make it special. 4. Lastly, that price point puts it into a category where - being blunt, I’m not thinking about a BMW. I’m not sure I get where BMW is going, but I’ve already opted to start looking at other brands. As always, another great and very thorough dissertation B. 🙌🏽 Imma need you to diversify and review that next pair of Jordans dropping in December tho... lol

2024 bmw coupe 8 series is mesmerizing it’s a unique vechile . Fell in love with coupe

very good points, but for most 8 series buyers, most likely already own trucks and SUVs, the 8 is great for handling and very comfortable for a few hours driving. It is just good and fast, I would take a 6 if BMW bring them back and retire the 8 again, it is pretty much the same gadget, for the same group of customers

Mister. The old eight series shared the same style as a Ford probe. They looked very similar but totally different

Something tells me the major names on YT test the 8 series against the Porsche 911 as a favor to BMW to get people to think the BMW is somehow competitive against the Porsche 911. Plus, you mention the similarity to the Mustang. Upon a quick glance of a new 8 series when I first saw one on the road, I thought it was a Mustang from the rear/side view. I also agree that there are far too many variants of the 8 series which leads to dilution of the uniqueness of the car. Then there's the 8 series convertible vs. the Merc E450 Cab. The base price of the Merc is $72k vs. $97k for the 8 series. $25k more?...and the E450 is nowhere close to looking like a Mustang, and it has a much more luxurious interior. Plus, depreciation on BMW's is terrible which is why many don't lease out well due to lower residual values...much like Audi's.

well done Ben, you did your homework. Most YT auto reviewers are posers & like to listen to themselves talk

You know... there is 8 series gran coupe which are perfectly practical, not to mention the few 4door coupe that folds backseat down (looking at you amg gt and panamera...) Also I think 8 series the only bmw car that don’t have a shark fin antennas on roof. It’s built into the roof and glass to keep a clean top line. You probably didn’t notice that difference did you?

I rarely comment on videos, but parts of it was so spot on that I had to. Your comment on coupes being a third car after we have 2 SUV's. That is me and others I know. We want a fun car. The B8 Alpina just dropped yesterday and I feel it addressed some of the shortcomings. I know BMW 8 MY22 is going to have a big price drop across the board so that will help as well. Lastly, and yes the 911 vs. the 8 series is a thing. I know this sounds strange, but it is. I'm currently shopping, right now for a fun car for us. The 911 and the 8 series fit the bill, although very different (RS7 in the mix as well, we don't like Mercs). We live in central North Carolina, 2 hours to the beach 2 hours to the mountains (90 mins to tail of the dragon). Both are fun to drive, neither would be our daily driver. I know there are a few that think like us, our fun car is just that, fun, so that allows for the odd comparison between the 911 and the 8 series. I'm looking forward to watching all of your videos, you must work in the industry or just have a very deep passion about cars, you know your stuff. Thank you.

I have no idea how u think lc500 interier is better than 850i, lc's interier is a disaster for me, especially that super ugly steering wheel and cheap gear selecter area

Thats why our bimmer family only drives 15-20 yr old bimmers...e46 e61 e92 e53..GANG!!!

Most people don’t know about marketing

It is failing because it doesn't have pop up headlights, simple as that :) .

8 series vs 911 ?? lmao, who the f compares them two, you're right dude.

I hate to see it fail . I love it tho .

4 years ago, I wouldn't have taken another look at the 8 series. Just another cookie cutter BMW. This year, I'm actually really into the 8 series. Just by virtue of the fact that all "modern" BMWs have that bucktooth grill... and infested with touch screens... and full of PHEV/EV/mild hybrid crap... the 8 series, despite being "outdated" is probably the best thing BMW makes in 2024.

Traded / part ex in my 65 plate 640i coupe for an 69 plate 840i Gran Coupe. I bloody love it. Granted the majority of my friends think I’m daft. But I’m really happy / in love with it. Also at my age it’s probably the last car I will buy.

The 8 series is almost like the Maserati granturismo

Ben your car reviews are spot on However, I'm a died hard BMW fan they can't do no wrong in my eyes LOL are you sitting in a Mercedes SL? Thank you most people try comparing Kia to BMW like are you smoking crack.

Thank you for your review. It 100% practical. Still it's a good looking car. With an outstanding performance. It's competition are GT Mercedes-Benz and Panamera Porsche. The sounds the drive much better than those two. I am confident that BMW will improve and develop it with years to come.

just was gonna watch 2 min and ended up watching it to the end. You nailed it... You earned a sub, greetings from Spain!

The original didn’t sell well at all either. In time it became a car people praised years later just like this generation, yes it’s failing by today’s standards during a time where Maserati and Audi reign supreme at a lower cost but it’ll age well and be considered ahead of its time in years to come....

You gave an example at the first part of you review. The Corvette C8 and the Ferrari. It's actually the same, with a mustang and a 850! Mustangs. The Mustang is the run off the road car when you want to show off!!!! Not the 850! The steering is there to keep you on the road!

I’m sorry but what a stunning looking car, on the road it’s simply beautiful and imposing 💯👌🏾

That was good, makes me think I am going to be ready for replacement in December, I was set on the M 850

u wrong bro this car is for drivers not people who like to be seen driving. It aint about price its about performance.

I am still watching your video. True facts on the 1st generation 8 series.

BMW just has a different approach to their interiors , based of their attention to (driver focus) they’ve always have .. other than some other luxury cars ; thats what makes them different.

So a couple of comments. Comparing the 8 series to the S class makes no sense. The 7 series is designed to be BMW flagship German u boat limo which competes with the MB S class German u boat limo. The 8 series which I agree is nothing more than the gen 2: 6 series is designed to compete with other gentleman gran touring cars such as the Audi 7 series, the Porsche Panamera, and I would argue the Benz AMG GT gran coupe series…. That being said, I do agree that the 8 is failing in sales. Agreed that SUV is dominant in sales these days. Porsche was rescued by its own SUV sales with Macan and cayenne leading the way for them. But realize you are going to have in my opinion a very niche class of buyers who are going to buy the gentlemen’s gran touring vehicles. While myself I find these gran tourers to be quite nice and sexy in design, the problem for me is there are items in the utilitarianism of the design that pulls me into the direction of the M5, E63s, and RS7.

For European roads the 6 series was too big. So I am happy the 8 series is a little smaller. For me, if I were to buy a new car, it will always be a convertible. I do not care about the number of seats or the usability. And looking to the BMW lineup of convertibles. The Z4 is too hard to my liking, the 2 and 4 series are ugly (especially the grill of the 4 series). With a fully spected 840i at about € 180.000, a Lexus LC convertible at € 230.000 and a 911 at € 250.000, it all comes down to budget. Money no objective, I would go for the Lexus. But money is unfortunately always an issue.... so, maybe the 840?

They really dropped the ball with the 8 series

The price of these cars is ridiculous!

"Arguably looks as good as the X7" "It looks like a mustang because of the lines" "A bigger number should mean a bigger car!" We get it, you're American.

Its also true the 6 is still the better looking car. I so want to like the 8 , its just not ticking the boxes for me

you never knew that 8 series had a gran coupe? what a fail video!

Right on Ben, I agree with you.

I think they just changed the badge of a new 6 series and we're like yo we should bring back the "8 series" besides the fact that having a 6 series selling and a 8 series when they look almost identical one of those would fail terribly, eliminate the competition from within they haven't made a 6 series in years they've been pushing the 8. Like I said they had a new 6 series lined up, decided "this would create alot of buzz" "8 series is back" nobody noticed the 6 series disappeared. This car wasn't meant to be the 8 series. They never planned on it. I highly doubt it. Bmw turned basic years ago.

Love the video……. bmw came out with the M5 cs in the 7 series price range 🤦🏾‍♂️ when it’s competition is supposed to be the E 63 amg ….. don’t understand the marketing behind that 🤷🏾‍♂️

I had a chuck when compared to the Mustang because I said the same. But full disclosure, I do love the 8 series convertibles.

On the design point, I don’t think they’ll spend a decade designing any other model unless it’s industry defining. And they kinda followed the Volks CC/CLS 4 dr coupe trend so BMW isn’t redefining this segment of the industry. They are refining it however.

I owned a 850i brilliant car reluctantly sold it

BMW sets a very embarrassing selling price for 8 series coupe, if I have 90k for a coupe, I would definitely buy the Mercedez E450 coupe which has more horses and a lower price.

Who buys an M car; an AMG, or an R Audi cares about it being a daily driver or grocery getter, or driving kids to school? A mustang looks nothing like an M8. I traded a gt500 for my m8 competition coupe, so............

Ben, great video and analysis!

Talking of 6 series , why don't make an updated version or even a whole new car ?

I really liked what you said, good analysis!

Just not a BMW fan. I give you much credit for your reviews, which I almost always agree with. Keep them coming.

You’re dead on! BMW came out with a new 6 series and called it the 8 to Jack up the price. I’m all for BMW making an M860i with the V12 from the 7 series, but the 8 series can’t fit it. I think the biggest problem with the 8 series is that the 5 series exists. The price gulf between and M550i and M850i is staggering.

You are so wrong about 8 series sitting on BMW lots. Try to get one optioned out the way you want it!

I believe in general coupes aren't selling well for a few reasons. I know, I'll get backlash on this put financially the alot 22-45 years aren't making the finance they would hope to be making to afford these vehicles and other more important things that are getting more expensive like a homes or family. There's a study that shows 73% of ppl born between 1980-1993 aren't happy with how their life advances aren't going as plan. When you have that kind of negative percentage from a large group that's not good for any economics growth sells. I know where I live their a high sell rate of Mercedes but that number is for used Mercedes not new Mercedes bc they can afford the new vehicles. I seen two 8 series in my area both being driven by some old guys trying to stay youthful like vette owners...no cap! In 2019, 41 million used vehicles were brought in the US that's a huge percentage. Making car companies of all levels scramble to make cheaper newer cars to sell to the used car considering customers. Now 2nd reasons people are having family early. You can't have a sport car with a baby or booster seat it's difficult to manage so sport sedans or suvs are more practical. I've had several friends(male and female) sell their dream sport cars bc of arrival of a crib midget. Even some they were about to be successful enough to get that dream sports car put on hold bc of arrival of crib midget(s). I went to look at a Lexus LC 500 last year. I asked the salesman why did they only have one? He said bc in certain areas like mine it's family oriented. They don't sell sport cars like that this particular LC 500 had been on their lot for 11 months, so location is a factor. 3rd reason weighing your options that means people that are make a great living, but not enough to afford that new smart home or luxury sport cars. I been looking for a new home and for what I want it's going to cost me 900k-1.7 million dollars so instead if a 8 series...well 4 series looks more financial acceptable. Lol It could be something else someone weight in on vacations, boat, vacation home etc that more important than the purchase of the 8 series or sport car in general. Other reason marketing alot ppl don't know this car exist. I'm auto show enthusiast, I go to as many auto shows as I can make. I haven't seen a 8 series any model but one time this year at the Richmond Auto show in Virginia. Ppl were coming around it like what's this? They didn't know it exist. It's on it 2nd year in production and people don't know it exist🤔 That's bad market in my opinion. I went to the DC auto show a few weeks before Richmond and BMW didn't even show up. Now N. VA, DC, Maryland aka DMV is a pretty big financial market so you not showcasing your products in a large money area is stupid. I mean Bentley, RR, Lambo, Aston etc were there so there's definitely a market. BMW and Mercedes didn't show up!!! How are ppl that don't really follow auto products all year but may take this one time out of the year to see what's new and your not even on display🤔 I showed a friend of my the LC 500 at dinner and he said what's that? I told him, he immediately call a friend of his sent him a text picture of it. His friend went the next day and brought one told him to thank me bc he didn't know it existed. If ppl don't know you have an product how you supposed to sell it? My opinion, I believe the 8 series and LC 500 arecthe best looking grand tourers on the market. This lead my last reason alot of ppl don't like unique styling. Head engineer of Lexus when he showed the design of the RCF said that he wanted to bring unique styling back bc all the manufacturing vehicles are cookie cutter. He want to take it back to the 90s where cars were distinguished. I agree with him bc I saw a Chevy Impala in my rear view mirror and thought it was a Acura. I can say BMW took a note out of Lexus book with unique styling of the 8 series. I've had conversations with ppl about it only negative feedback is the design style is to unique. We have gotten use to the vehicles looking cookie cutter and that's sad in my opinion. I believe the 8 series will be ok once ppl get to see it. It's sold much better in 2019 than 2018. Will it sell crazy numbers no bc of some of the reasons I listed above and you all may have more. To me it's for the person that wants something unique and different. I think BMW intend on that being the selling point. I believe it'll get a redesign when this design cycle ends. I believe we should be happy that BMW want to keep cars alive in an truck and suv world. If my new home doesn't cost me a fortune🤞🏼 I hope to put one in my garage if not hello new M4 and X6😎😄😆 Sorry for such a long comment but I had something to say about it😄 Ben keep up the great detail content and decision videos✌🏽

I respectfully disagree with your assertion of similar lines with the Mustang [or the Camaro (my add)]. Without going radical exotic & keeping it "daily driver" capable, the lines reflect the push for aerodynamics. And, if you have ever driven even a top-of-the-line Mustang or Camaro & objectively compared it to an M850i - well that would be laughable & unfair. OTOH, I do agree with you that I wish the new 8-series had more to distinguish itself from the 6-series.

Nice video, but a suv Will NEVER handle as good as a coup

hope it's used price drops well enough then

Just like first gen, 2nd gen is released when the world is in chaos. That`s what effected all $100k price tag cars sales. Nothing is failing. It is selling as many units as it should and Mustang comparison? Come on... People who can afford it are still buying it.