What's in a Name? BMW to roll out sDrive for rear-drivers
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Remember the good old days when at least BMW nomenclature was straightforward? The first digit designated the series and the second and third the displacement of the engine. Maybe an extra letter would be tacked on, but that was it. Then they started with M this, Z that and X for the SUVs with xDrive all-wheel drive. So now we've got things like the X6 xDrive 35i. Now they're dropping another one on us: rear-wheel-drive models, which used to be the entire BMW line-up, will now bear the "sDrive" nameplate in addition to whatever else they stick on there.
We already knew this was coming for the upcoming X1, which will be offered in both xDrive (AWD) and sDrive (RWD) variants. (The current X3, X5 and X6 crossovers are all strictly all-wheel-drive models.) BMW has even reportedly registered the trademarks for sDrive18, sDrive20, sDrive30 and sDrive35, as if someone else would try and use the confusing nomenclature. Wait a second... sDrive35? As in the twin-turbo straight six in the 335i? That's bigger than the engine offered in the larger X3, so what is BMW up to?
Reports indicate that the sDrive nameplate could begin appearing on other BMW models driven through the rear axle, including the replacement for the Z4 roadster that was just caught nekkid today. If you look closely on the front fender, you can see a badge that looks an awful lot like "sDrive". We wouldn't expect to see the moniker on the standard series models (1, 3, 5, 6 and 7 Series), since those get the suffix "iX", but we're not sure we can even count on that anymore.
[Source: PaulTan.org]
Reader Comments (Page 1 of 2)
3seriesisking 7:42PM (12/03/2008)
Damnit.....now even I have to admit things have gone awry.
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MixiM 8:03PM (12/03/2008)
if this holds up, I bet you the S320A option will be checked in atleast every other new BMW. (Entfall Modellschriftzug = Without ModelIndication).
Noidor 9:44PM (12/03/2008)
Seldomly marketing people get it right, as was with Mini, otherwise they get it wrong, such as the case here. It's so geeky, tacky and ugly. Next thing you'll know they'll go Ford's way of throwing as much chrome as possible to make their cars stand out.
Seminole 11:26PM (12/03/2008)
+1 my BMW friend.
If BMW keeps up its recent trends my recently purchased 328i will be my first and only BMW.
rockinrobbie 9:34AM (12/04/2008)
"+1 my BMW friend.
If BMW keeps up its recent trends my recently purchased 328i will be my first and only BMW."
I now own a 328xi Sedan (or XDrive28 :D ), do it, you will not be dissappointed
(almost bought a G37x)
Quan 7:43PM (12/03/2008)
What a stupid nomenclature. It's too wordy and doesn't roll off the tongue at all. Just leave it as is. BMW 335i, etc is fine as is. There's no reason to make everything Xdrive this and Sdrive that.
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zamafir 7:47PM (12/03/2008)
Actually, there is. When you're worried about your product as much as apparently BMW is, than you buck pedigree for wiz-bang marketing. What bothers me is that they're doing it at all, and showing this card. It’s not as though someone considering a Z4 will now be that much more inclined to drive it with “sdrive” on the back. Hell, who is even in the market for a BMW but unsure whether their cars come RWD by default. It’s superfluous and quite telling (esp post iDrive, X6, 128i, etc). With ever passing press release BMW strives to get closer and closer to Mercedes’ position during the late 90s early 00s.
Dinger 8:33PM (12/03/2008)
@Zamafir,
My neighbors bought a new 328i a few months back and were shocked this past weekend when I informed them that it was not in fact a FWD car.
I would imagine a very large percentage of BMW owners have no idea which wheels are being driven.
Not everybody is a fanboy.
Howie_in_AZ 6:00PM (12/04/2008)
"335i" means "3-series with a 3.5 liter engine".
It really should be the "330i Turbo", possibly 330ti, but not "335i". And the coupe would need more letters in it as 'C' signified coupe. Convertibles get even more letter-laden with "330tCic".
Instead we're stuck with 335i, followed by "you mean the coupe, the sedan, or the convertible?"
Scott 2:34PM (12/06/2008)
Instead we're stuck with 335i, followed by "you mean the coupe, the sedan, or the convertible?"
I don't see the problem there. When someone says they have an Accord, I don't say "you mean the coupe or the sedan?" Same thing here.
Eddie 7:45PM (12/03/2008)
Their names are too damn long, BMW X6 Xdrive35i. Shorter is better, X6 35ix.
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P.V. 7:47PM (12/03/2008)
NO! They should go back to the old nomenclature (as in 328i and 535xi instead of 328i sDrive28 or 535i xDrive35). The old way was much simpler.
Kudos to Mercedes-Benz for simplifying the nomenclature (finally, the CLK is the E-Class coupe and the CL is the S-Class coupe). Boo to BMW for unnecessarily complicating things!
Then again, it is BMW, so I'm sure they could get away with this. In fact, I think in the eyes of the average customer, this new system would make them look even more "sophisticated" and appealing.
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sfast 8:16PM (12/03/2008)
They have to brag that it is rear drive?
They might as well slap a logo on the back that says 5Speed.
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P.V. 9:40PM (12/03/2008)
Good one. I never thought of it that way. +1 -> infinity.
Next up: a badge that identifies this car as having headlights and taillights.
why not the LS2LS7? 10:31PM (12/03/2008)
Well, the still do put the "i" on the back of every car to indicate it is fuel injected.
Sandeep 8:03PM (12/03/2008)
Just when things were starting to get rational, somebody called the marketing department.
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Gus 8:04PM (12/03/2008)
Sdrive? I thought you guys are talking the Yokohama S.Drive tires!
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PG 8:11PM (12/03/2008)
Who decided this was a good idea?
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Sid 8:20PM (12/03/2008)
Great. Cue a whole bunch of base-model 3 Series owners telling the girls that badge stands for 'SexDrive'.
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sheikhness 8:03AM (12/04/2008)
sDrive probably means assDrive, as in rear-drive for the car or rear-driver for the dude in the car (BMW driver typecast being an a-hole)