Having the right products in the right niches might be the key to sales success for automakers when the economy emerges from its stay in the ICU. BMW’s plan is to develop a super-efficient car family code-named “Project i.” The first car will be launched in 2012. It will be smaller and cost less than the next BMW 1-series or Mini Cooper, both of which will come to market in 2011.
BMW is no longer pursuing small-volume niche cars such as the near-six-figure SUV version of the 7-series, dubbed the X7; the SUV-like X4 coupe; the diminutive Z2 roadster; and the company’s Audi R8 competitor, the small mid-engine CS sports car.
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