Bavarian marque, BMW, is aligned to its 3 Series, which has been the torch bearer for more than 40 years now, and is still considered the benchmark sports saloon, in spite of the market shying away from traditional sedans in favour of crossovers and SUVs. The brand’s X models are gaining more prevalence to appease the global market’s insatiable appetite for slightly raised vehicles, which is one of the primary reasons that the outfit’s local factory in Rosslyn recently switched to building the X3 after more than three decades of assembling the 3 Series. In turn, the brand can plough more money into electrification — think of its i-brand — and, of course, its high-performance M division cars.
There are clear reasons why manufacturers place emphasis on iconic models, which many of them see as reflecting their DNA, or being the backbone of the company. Some manufacturers even suggest that without them their identity could be lost.
Whatever the future brings, there is no doubt that the 911 will continue to define Porsche, the Continental GT will underscore Bentley, and the Phantom nomenclature will remain equally important to the Rolls-Royce marque. No matter what role a model might play in the business, some will continue to define an entire brand for many years to come.