Premium can be a diverse term though and one that could change significantly in the coming years. The 3 Series remains a significant car for BMW, says Nota, and continues to be a premium offering in its segment.
In Paris the company showed its new Z4, a model that will be a premium model compared to models such as the Mazda MX-5 and even the new Toyota Supra, even though the Toyota shares the same platform with the BMW.
FOR THE TRACK
It also showed the new 8 Series in production form, a vehicle we experienced from the passenger seat when we managed to get a ride up the famous Goodwood hillclimb in the UK earlier in 2018. We will be driving it at its international launch shortly and at its reveal in Paris, Nota described the new 8 Series as a flagship luxury coupe built first for the track.
"The 8 not only begins a new chapter in our history of making sensational sports cars, it signifies the start of our expansion in the upper luxury segment. With this car, we did something we’ve never done before. We built it for the racetrack and then put it on the road."
No surprises that there will be more to come too, with Nota promising a convertible as well as a Gran Coupe in 2019 — and they will all be available as M models.
From urban EVs to performance luxury coupes, there’s no denying that Nota has a lot to deal with when it comes to transforming BMW. So what does he think the company will be in 20 years’ time?
"A tech company focused on mobility," he says. That is a big change from when the company was first founded, but it is a change that all manufacturers are going to have to achieve.