#Differentiation

For the longest time, there wasn’t much difference between Lincoln and Ford in the design game, consumers hardly seeing much difference between an MKZ and a Fusion despite the former’s premium price. Ford global design boss Moray Callum is drawing a line in the sand as far as that is concerned.

You might think that now that Mercedes is coming out with a four-door-coupe-wagon, the four-door-coupe craze of the last several years might be ready to disappear in a puff of internal contradiction… but you’d be wrong. So focused was it on the four-door-SUV-coupe and the bloated-sedan-hatch-cum-GT niche, BMW completely slept through the four-door-sedan niche that Mercedes first attacked in 2004. And as far as the Bavarians are concerned, it’s better to attack a niche late than never. And they’re doing so with a “GranCoupe” that is remarkably similar to the existing 6er coupe… only with two doors. The entire premise behind the four-door-coupe is that it combines the practicality of a sedan with the panache of a coupe. The problem, in this case, seems to be that BMW’s 6er coupe has so little panache, this four-door model blends right into Bee-Emm’s increasingly indistinguishable lineup. Between that and the late attack on a played-out segment, it’s difficult to harbor high hopes for this latest niche-warrior.