Remember that BMW also owns the Rolls Royce and MINI brands, so the German automaker can stretch out into a wide range of market segments without diluting the hard-earned brand integrity of its own label. Small cars can be introduced under the MINI umbrella. Plus, there's rumors of another brand in the works to focus on even smaller city cars.
On the opposite end of the spectrum, BMW can produce a line of Rolls Royce models that are just dripping with luxury, size, weight and, of course, high fuel consumption. Even that premium moniker is downsizing, though, with the new smaller, gentler RR4 expected to debut next month as well. For what it's worth, BMW claims that the new Roller will lead its segment in fuel economy and carbon emissions.
[Source: Channel 4]