BMW is undergoing a massive reorganization of its product line, this time targeting coupes, convertibles and the Rolls-Royce Ghost.Among them, BMW said,BMW will no longer develop a new version of the Z4 roadster due to dismal sales.In the US market, only 1,881 Z4 models were sold in 2023.
And before that,Z4's annual sales once stabilized at around 10,000 units.
In addition, BMW is expected to cancel the 8 Series coupe and convertible models, leaving only the Gran Coupe model.
also,BMW may also launch an i8 to compete with the Porsche Taycan and the upcoming Mercedes-AMG GT four-door electric car.
As for luxury cars, BaoMa plans to use the Alpina brand to compete with Mercedes-Maybach in the high-end luxury segment.
Therefore, the Rolls-Royce Ghost will be discontinued after the end of the life cycle of this generation model, and its position will be replaced by the Alpina B7.
However, many people are opposed to this,Because Rolls-Royce is an ultra-luxury brand, its status cannot be easily replaced by other products.