The traditional positioning of Mercedes and BMW next to one another at the Geneva motor show provides a neat and obvious chance for comparing Germany’s two traditional powerhouses. And as a show of brand strength Mercedes squashes BMW this year.
Yes, Mercedes is a little brash these days. Chrome and polished surfaces are so ubiquitous that they’re in danger of undermining the quality of the fit-and-finish and engineering.
But being Geneva show neighbours does BMW no favours. It looks reticent by comparison. Understatement is a good thing – and BMW has traditionally been a master of managing and exceeding expectations – but the Bavarian company’s stand gives the distinct sense of a lack of new product and vision.
When BMW introduces new generations of it core models it starts with the 7-Series, followed by the smaller 5-Series and then the 3-Series. The 7 has just been launched, and we’re currently awaiting the 5. With the 7 being a notoriously slow-seller against the Mercedes S-Class, and the 5 replacement set to be revealed later this year, BMW is in limbo.
It’s a position made more uncomfortable by the fact that, in the real world, a new, larger 5-Series routinely makes the 7-Series seem rather redundant. When the latest 3-Series is launched it has the same effect on the 5.
The most significant car on BMW’s stand this year is the 330e, a plug-in hybrid offering the same performance as a petrol 330 for the same money. But it’s there only as a single four-door variant, untrumpeted and barely noticed alongside the i3 and i8. It’s also very clear that BMW is painfully aware of the car’s biggest limitation – reduced boot space because of the battery pack – as there are no standard four-door 3-Series models to provide an unfavourable boot capacity comparison.
The i3 and i8, beautifully marketed though they are, pose another issue: what are the next i cars? BMW leaped ahead of the market when it launched these, making EVs desirable and cool. But they’re bookends, one a true EV solution, the other a £100k sports car halo product. Where’s the middle ground, and what is the technical solution? For a company so brilliant at brand-building and engineering, the lack of narrative is puzzling.
Butting right up against the BMW stand is Mercedes’ vision of the future, a concept car with an interior rethought around the autonomous driving capability. It’s backed up by a plethora of plug-in hybrids, a new E-Class (5-Series competitor) and new variants of the C-Class (3-Series competitor).
BMW is celebrating its centenary this month but Mercedes has trumped it even there, with the deliciously poisonous public statement, “We warmly congratulate the globally renowned company BMW on its anniversary and invite all employees of BMW AG to discover the complete history of the automobile at the Mercedes-Benz Museum.”
A week after the Geneva show opened, BMW marked its centenary by announcing the Vision Next 100 autonomous-driving concept car – a step on from the autonomous Mercedes at Geneva. How the Geneva stand could have done with that. BMW should hold the high ground in engineering for the future. If the Vision had been at Europe’s most important motor show it could rightly have claimed that territory. Far better that than a longer history.