With a slew of new vehicles on the way like the new BMW 8 Series, X7 and i8 Roadster, the German carmaker is looking to classify its expanded luxury segment line-up as ‘elite’ models. These vehicles will feature a newly-designed logo, which combines a black-and-white version of the manufacturer’s roundel with the company name, “Bayerische Motoren Werke,” written out in full.
According to BMW, the B&W style was first used more than 100 years ago, and serves to represent the deeply-rooted elements of BMW heritage – “the daring to explore standalone solutions and concepts, and the ability to take on challenges and emerge from them stronger.”
This elite club of BMW models will include models wearing the 7 or 8 badge as the “ongoing development of luxury as a concept is closely linked with the numbers 7 and 8 in the BMW model scheme,” so says the company.
Therefore, the 7 Series, which has been the brand’s model of choice to showcase its latest technologies, will get the B&W logo. Joining it will be the upcoming 8 Series, X7, i8 and i8 Roadster, with the last two being BMW’s representation of the “future of the sports car.”
The cars in these attached photos don’t appear to carry the new logo yet, but BMW says the “presence for the brand’s luxury-segment models will be unveiled for the first time” at the Frankfurt Motor Show, so stay tuned.
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Gold-plated Mercedes logo for her top range models including Maybach.
It appears the new logo is used for marketing and not the roundel on the actual car. The new marketing logo is used in the pictures attached.
BMW, how about starting by not putting the kidney grill on EVERY model? The front end of the X7 Concept is seriously ugly with those humongous nostrils. I know it’s your design trademark, your defining exterior trait like the Hoffmeister kink. But it doesn’t work on all sizes and since you talk about ‘shattering the ordinary’, don’t you think you should start with the thing that’s only preceded by the blue-and-white roundel?
You think BMW like Mercedes who go no soul and trademark?
The Mercedes DRL also slash here and slash there.
Don’t just focus on the badging. Do something about the exterior design as well. Really underwhelming in that department for the past few years.
i still prefer the blue white roundel….its the colors of bavaria after all
It is a BMW, being a BMW.
IS not changing… BMW as BMW,(not RAPP or Otto) never had a Black & White roundel, it’s always been Blue and White. This is just a new marketing campaign for the High Luxury Segment not a chance in roundel color.