The Finanical Times Deutschland is reporting that Bavarian Motor Werks’ (BMW) CEO Norbert Reithofer is considering revamping his company’s car models more frequently to keep customers from jumping ship and buying more up-to-date vehicles from the competition.
“More freshening-up of models could make sense”, Reithofer told the newspaper at the IAA car show.
“We are thinking about revamping our models twice during their lifetime instead of only once as we have done until now.”
Currently, BMW models have an average lifetime of 7 years. Under the CEO’s new plan, they would see updates and model changes every 3 years. This would start to approach the short lifecycle of computers and other electronics.
Mercedes Benz vehicles have always had more of a timeless appeal compared to BMW. For a while it looked like BMW had finally started to figure out how to create and stick with timeless design. However it looks like they’re about to head in the opposite direction.
There goes timelessness.
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