Remember when you were walking back to your car with groceries and saw a Mercedes Benz and knew exactly what model it was? Have you seen two Audis parked next to each other and could distinguish the difference between the two from a distance? Do you also remember when BMW’s numbering system actually made sense? Those were the days. Now German automakers just extend or shorten the length of models, stick on a different number, and sell it with some added gimmicks or lower price tag. Anyone else see a growing problem from the German luxury market?
Needless to say, the interiors that Mercedes Benz offers is in a league of its own. A comfortable and welcoming environment could make the idea of living in an S-Class sound reasonable. Audi’s updated cabin that’s now noticeable in the 2017 Q7 and A4 will put them in the upper echelon when it comes to stylish and luxurious interiors. But when you take a look at the outside of most of the models the big three German manufacturers offer, you begin to realize just how lazy automotive design has become.
Starting with BMW, the 3 Series, 5 Series, and 7 Series all had a slightly different face a few years ago. You could tell they were from the same family, but the siblings were not identical. Today with the recent addition of the 4 Series, the two door coupe and convertible are essentially the sportier versions of the 3 Series sedans. But it doesn’t stop there. With the 435i Gran Coupe, BMW has effectively created a dilemma where a four door has been given a number that was supposed to symbolize the difference between the coupes from the sedans. There’s no value proposition that the Gran Coupe offers, in fact you pay more for what is a 3 Series with an extended trunk.
Lately, car enthusiasts have had to ask themselves, “What is Mercedes Benz doing to their lineup?” There was once a time when the C-Class, E-Class, and S-Class were all distinctive. As recent as 2014, the C-Class and E-Class from front to back were completely different, with the C-Class clearly being more of an entry level sedan, and the E-Class having a very upscale presence, both in terms of the exterior and interior. Now with the 2017 models hitting showrooms, the C-Class sedan, and more noticeable with the coupe, have the same body style as the S-Class. The redesigned E-Class has become the middle child, having a very similar appearance to it’s bigger and smaller siblings. Mercedes Benz has defined the term “German luxury” for the past decade; there was no reason to make carbon copies of their models
Audi might just be he laziest of them all, despite BMW and Mercedes Benz attempts to claim the thrown on producing identical cars. Park an Audi A6 and A8 next to each other, same color and year, and you’ll have a 50% chance of guessing the correct model. If you subtract the A7, TT, and SUVs from the Audi lineup, you’re left with three sedans and one coupe that all have similar body styles and faces, but only differ in size. At some point, an executive at the corporate level must take a look at the lineup and think, “Maybe we need to stop being so mundane”.
The lack of creativity and originality is frightening to say the least. Yes the Mercedes Benz AMG’s, BMW M-Series, and Audi S-Line make our mouths water and we crave more power, but at the end of the day, the German automakers are beginning to lose their speciality. Right now we’re living in an era where the i8, R8, and GT-S are the only iconic cars that we’ll look back on and remember. Twenty years ago, the BMW M3 and Mercedes Benz 190E Cosworth were attainable sports cars that we could all enjoy. Today there’s not a special car within the reach of the average American.
German cars will always be looked at as the very best in luxury. However, maybe it’s time to look elsewhere for a car that is unique. Jaguar and Volvo are beginning to find a foothold, and once their new and updated lineups are completed, the Germans will have stiff competition coming from Britain and Sweden.