by Historical Context and New Ambitions
It’s easy to forget that between 1994 and 2000, Land Rover, along with its prestigious flagship Range Rover, was under BMW’s control. Perhaps the German brand is now feeling nostalgic for lost opportunities, as rumors suggest BMW plans to take on Range Rover directly by creating a rugged and extremely luxurious SUV.
The idea is not yet finalized, but it’s clearly more than just talk. During a recent event in Munich, Senior Vice President of the Neue Klasse direction, Mike Reichelt, made it clear that BMW is actively exploring new directions. He stated that the company is looking at the market and considering options to expand its product portfolio.
“In principle, we are looking at the market and considering opportunities to expand our product portfolio”
This includes creating something more rugged than any current model with an ‘X’ in its name. While BMW has been refining road-oriented SUVs for many years, it has not yet ventured into the mud with a clear purpose. This could change soon. Reichelt hinted that Neue Klasse technologies could also be integrated into such a vehicle, but many questions remain regarding its architecture and type of powertrain.
The Powertrain Question
BMW does not seem ready to bet exclusively on electricity for this type of vehicle, despite the steady growth in sales of its current electric cars. This makes sense, as luxury buyers and serious off-road enthusiasts in regions like the USA, Australia, and the Middle East still prefer internal combustion engines, especially when it comes to durability. BMW’s broad platform strategy allows it to keep all options open.
Philosophy and Platform
When the SUV appears around 2029, it is expected to be based on a reinforced version of BMW’s existing unibody architecture, not a traditional ladder frame. This philosophically brings it closer to the Range Rover than to the G-Class, even if the tasks are similar. It is also almost certain that the BMW M division will leave its mark on this model.
“I can imagine M on off-road products, because if we talk about racing, it’s not just WEC and IMSA, but also Dakar. I don’t think an M SUV is a contradiction, because if you look at the race cars in Dakar, they are also performance-oriented. So if such a segment were to emerge, I wouldn’t say ‘no'”
The Future of the Flagship
If the project gets the green light, this SUV could also reshape BMW’s lineup in the upper segment. It is reported that it could replace the XM model, which did not become a universal favorite. A more rugged and adventurous flagship might find a better response from buyers who want luxury without sacrificing capability.
Developing such a car will be a challenge for BMW engineers, who will need to combine the refined comfort characteristic of the brand with new levels of geometric off-road capability and durability. Success in this market will depend not only on technical specifications but also on the ability to create the right image and heritage to compete with already entrenched legends. It could also open up a new category of customers for BMW who are looking for an alternative to traditional players in the luxury SUV segment.
