Interested in distinguishing its premium models from the rest of the flotsam and jetsam, BMW is launching a “new” black-and-white logo it will use to market its “flaggschiff” units around the globe. The updated look was unveiled at the Frankfurt Motor Show and will be used for the 7 series and i8 coupe, as well as the forthcoming 8 series coupe, convertible, i8 roadster and X7 SUV.
Rumored to be similar to the cheesy carbon variant of the company’s emblem found in numerous aftermarket Ebay listings, the new logo is essentially the old one, only desaturated into monochrome with the company’s full name — Bayerische Motoren Werke — written out in its entirety. However, there seems to be some confusion as to how the new logo will be used and what its heritage actually entails.
“We have a strong history of 100 years, and we think that’s something we should use,” Hildegard Wortmann, senior vice president of brand BMW, told Automotive News. “It’s a new visual identity [that’s] more involving, more emotional.”
Several outlets have cited the black-and-white emblem as a throwback to an earlier era where BMW used its full name on its physical products. But there is precious little evidence on which to hang that claim. In fact, the company’s earliest motorized vehicles used rounded emblems with a gold monogram and the iconic blue and white logo. The same is true for its aircraft engines.
However, before it was BMW, the company existed as the short-lived Rapp Motorenwerke between 1913 and 1917. Rapp did use its full name on products and also had a completely black horse-head marquis. But it seems unlikely the modern-day brand would draw inspiration from its pre-World War I roots as a way to celebrate 100 years of existence.
Automotive News added some additional clarity against earlier reports from rival outlets, indicating the new luxury branding will be used only in the automaker’s communications activities. Dealerships won’t be required to update any signage or elements of their buildings, a spokesman said. That means you probably won’t be seeing any new badges on cars but plenty, though marketing materials will be emblazoned with BMW’s complete name in grayscale — despite claims to the contrary.
Still, it could certainly happen in the future. BMW is clearly trying to draw a line between the top of its model range and everything below, and this marketing swap is the first step on that mission. While the numeric designations help, Bayerische Motoren Werke may opt to further tweak the branding of its upper echelon. We may see those monochrome emblems affixed to a hood in subsequent years, which wouldn’t be the worst thing imaginable. But they’ll remain the same Bavarian blue and white for now.
[Image: BMW]
“Gott in Himmel! We lost 0.2% market share last quarter to Lincoln? What are they doing that we’re not? Adding ‘Motor Company’ to the name and using a melodramatic celebrity spokesman? Get David Hasselhoff on the line, schnell!”
Yeah, in my mind all BMW executive meetings are sort of like Hogan’s Heroes.
I see nothing! I know nothing! – BMW spokesman Sgt. Schultz
Can’t wait for someone to dub in the words spoken about this idea into that popular hitler video.
I just threw up a little in my mouth.
[Current owner of a lowly E90]
Peasant!
A lowly E90 is all I’d ever want in a vehicle–RWD, inline 6, naturally aspirated, excellent steering and handling, all with 4 doors.
lol
cars suck and it’s current image is so pleb
they gotta rely on heritage to sell their cars
BMW should work on getting people to want its products instead.
There’s not a single current BMW, M and “flagship” models included, that I’d rather own than an E90 335is.
Possibly an e90 M3, or a current M2, but yeah…….
Their record sales of the past few years must mean you are a tad lonely.
Though not alone, as the only current product of BMW that I would buy period(again) is the 230i/M240i. Not that I think there is much wrong with their lineup, they just only have one car currently that appeals to me. If they would sell me a 330i wagon in RWD with a stick there would be one in my garage right now, much as I like my 328! wagon. But since they are AWD and autotragic only, no sale, I’ll keep mine. Car maker’s decisions save me a lot of money.
Only marketing types care.
Good move – too many recent BMW converts think BMW stands for British Motor Works so this will educate them. Next step to brand revitalization is to move corporate headquarters to New York City and open a BMW coffee shop using the new logo.
So run-of-the-mill BMW are so mundane that they need a luxury sub-brand?
I thought that was what Rolls-Royce was for?
The Ultimate Driving Machine is a little less ultimate and has been supplanted by the More Ultimate Driving Machine.
I feel involved!
I feel emotional!
This is just what I was waiting for to convince me that I should have a BMW!
I mean a car by Bayerische Motoren Werke!
Yes, well now that the blau mit weiss has been watered down to “Low Mileage Leasing”, I guess we’ll need a new one, although most brands give you a cheaper version of the top plate.
BMW continues its march toward irrelevance.
“BMW is launching a “new” black-and-white logo it will use to market its “flaggschiff” units around the globe.”
http://babalublog.com/wpr/wp-content/uploads/2014/07/GjY9TGkO96pm.jpg
Most people assume BMW stands for Bavarian Motor Works, which is partially correct as Bayerische = Bavarian, but not officially correct.
Some people, like my wife who had an E46 in high school, don’t even know what it stands for at all. “I don’t know, it’s just a nice, cute little German car!”.
Some of my co-workers who have BMWs seem to be enthusiasts, so I will have to quiz them on what BMW stands for.
Your comment seems excessively pedantic. Tell me what BMW stands for if not Bavarian Motor Works? In English, please. :)