Despite reduced demand, BMW wants to stay in the roadster business.
Last year, sales of the BMW Z4 dropped 13 percent in the United States to 2,150 roadsters delivered. In Europe, BMW sold 5,300 Z4s, an 11 percent decline. China is not a significant market for two-seat convertibles, since most Chinese buyers want luxury, comfort, air conditioning, and privacy. With a less-than-rosy sales picture ahead, what will BMW do?
According to BMW head of development Klaus Fröhlich, the company wants to introduce a replacement for the Z4 by 2020. Production on the current E89 Z4 began in 2009, so if there is no new Z4 until 2020, it looks like the normal seven-year model lifespan won’t apply to the Z4 this time.
We know that BMW and Toyota have been partnering on a next-generation sports car—or something—for a few years now. Herr Fröhlich indicated to Automotive News Europe that the product of that collaboration would be a replacement for the Z4, and that there would be a roadster version, a coupe version, and perhaps even an M version. They said we might also see front- and rear-wheel drive models. If that's the case, our advice is to sell the front-wheel drive models somewhere other than here.
BMW has already said that its partnership with Toyota has moved into the concept phase of development, so if the end product were to be a Z4, is it too much to ask that we soon see some indications that there exists somewhere a next-generation Z4 embryo?
Given the dwindling worldwide demand for the type, BMW roadster fans should be happy that the company is still positive on the type. “We have to realize that these segments are shrinking,” said Fröhlich. Customers in China “are not interested in roadsters,” which is important since China is the world’s largest automotive market.
Fröhlich added the words that ragtop lovers were waiting for, “I would like to see a Z4 successor in this decade.” Not definitive, but enough to give hope.
The roadster’s decline in popularity is not limited to the Z4. According to Automotive News, Audi has reduced its sales forecasts for the TT. BMW Group has already announced it will cease production of the Mini Coupe and Mini Roadster.
We hope to see a new Z4 or Z4 replacement soon, if for no other reason than our Roundel Editor-in-Chief could scratch his roadster itch without having to resort to a used Z8—if it’s not already too late.—Scott Blazey
[Photos courtesy of BMW AG.]
