BMW Takes On Mercedes And Audi In The Profit Margin Wars



As the years go by, it's become the Germans who are most closely watching what each other are doing over the backyard fence. So much so, at times, that it can almost seem like they're freely swapping all their trade secrets unapologetically in full view.

Take this nicely executed new luxo-niche player, the BMW 6 Series Gran Coupe. It's no scoop, of course, that it was created specifically to not miss out on what both Mercedes-Benz and Audi are discovering for themselves with the CLS and A7. And yes, that "nicely executed" modifier just used to describe the Gran Coupe could indeed ring with more enthusiasm.

The 640i Gran Coupe we sailed around in all over Sicily under a crisp sun is a generally good-looking machine. BMW designers have taken the existing Big Bimmer language and successfully created a new dialect for the company, if you will. But these "four-door coupe" creations are curiosities for which many develop a love (or, occasionally, a distaste) for over the long run. Only the first-generation CLS in 2003-04 absolutely socked it to us at first glance, and since then, everything else in the genre has felt derivative. Well, they essentially are blatant derivatives, right?