It's About Time: The Officially Official Reveal of BMW's New Z4 Roadster

After the prolonged teasing of both the new BMW Z4 and Toyota Supra, it’s nearly impossible to have any feelings left on the matter. We equate it to the rare sensation of desperately needing to urinate for an extended period before it mysteriously goes away. It’s impossible to know why or how that feeling left you, especially considering that’s now how things are supposed to work. But, inexplicable as it may be, it still happened.

That doesn’t mean you’re unrelieved when you finally make it to a bathroom. It just wasn’t the big event you were hoping for. The Z4 unveiling is a lot like that. We’re glad it’s finally here, but Bimmer’s returning roadster has been teased out, leaked, and speculated upon so much that it’s not that big of a deal anymore.

Alright, let’s see what BMW has for us.

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BMW Z4 Production Confirmed in Austria by End of Year, Toyota Supra Details Still MIA

While rumors that BMW’s upcoming Z4 roadster would begin production at Magna Steyr’s facility in Graz, Austria, for months, it wasn’t until late last week that the company was actually willing to confirm them. Unfortunately, the manufacturer hasn’t been willing to do the same with the Z4’s sibling car — the Toyota Supra.

Considering that the pair share a common platform and development team, it would make a lot of sense to see them occupying the same factory. But Toyota has remained incredibly tight lipped on the car, only offering us a singular taste by way of the Gazoo Racing concept from the Geneva Motor Show. Meanwhile, BMW has been parading the Z4 around endlessly and even went so far as to show productions test mules lightly camouflaged in self-released “spy shots.”

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BMW Roadster Concept Suggests Next Z4 Will Be a Stunner, but Will Anybody Buy It?

This is not the next BMW Z4.

But it’s very likely an accurate portrayal of what the production version of BMW’s third-generation Z4 (and successor to the Z3) will look like when it goes on sale next year.

Love it or hate it, the BMW Roadster Concept that BMW will officially unveil in Pebble Beach later today is an eye-catching followup to the departing Z4 that appeared eight years ago. Now we wait to see whether the next Z4, which shares its underpinnings with the reborn Toyota Supra, will attract any buyers.

U.S. sales of the Z4 plunged by more than 90 percent between 2003 and 2015.

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  • Jeff S Not having a marketing department or marketing a product in the long run is not a good strategy for Tesla. Eventually we will have BYD and other Chinese EV companies in the US. Tesla is now a car company and less of a tech company and they will have to act more like a car company if they are to compete with BYD and other EV manufacturers. Tesla is no longer the only EV company.
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  • JMII For what is worth (not much)... I was just in Sao Paulo Brazil for a week and saw several BYD vehicles - they were pretty decent looking. I asked my Brazilian co-workers about them and he said they have good reputation as being a nice, high-tech type of car. In Brazil I am sure the price point is the main draw but apparently the tech of these cars makes them desirable too.
  • SCE to AUX Since the house is in better condition than the car company, I'd take the house.