The new look debuted at the Frankfurt auto show and will be used for the existing 7 series and i8 coupe and the coming 8-series coupe and convertible, i8 roadster and X7 large SUV. It combines a black-and-white version of the automaker’s roundel first used a century ago with the company’s full German name — Bayerische Motoren Werke — written out in full. The vehicles themselves will be referred to more simply as the 7, the 8 and the X7.
BMW will maintain the German spelling of the company name in the logo for its upper-end models even in the U.S.
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.
BMW is contemplating how to strengthen its relationship with buyers of its higher-end models, perhaps through special services. Specifics haven’t been determined, but the brand has floated ideas such as offering pickup and drop-off service appointments or giving owners the chance to get into another elite model on a limited basis. A 7-series driver who needs more seating capacity for a day or two could borrow an X7, for instance.