American BMW dealers are actively urging the German brand to develop and launch a full-size SUV that would occupy a position above the current flagship X7. The main arguments are the enormous profits from sales of luxury large SUVs and the success of competitors.
The American Market for Large SUVs
Full-size SUVs are a truly American phenomenon, bringing automakers colossal profits. This is especially true for premium models like the Cadillac Escalade and Lincoln Navigator. It is precisely this pie that BMW dealers are now eyeing.
Competitors’ sales statistics are impressive. Last year, Cadillac sold 49,366 gasoline-powered Escalades and another 8,115 electric versions. These are excellent figures for a model with a base price starting at $91,100.
I believe we would do very well with a large, three-row SUV that challenges the Escalade and Navigator.
Lincoln’s affairs have also improved: Navigator sales grew by 42.8%, reaching 22,185 units, thanks to a recent redesign. Even Infiniti is setting a record: the QX80 posted its best sales in history — 13,590 vehicles, which is 31.4% more.
Why the X7 is Insufficient
Although the BMW X7 formally belongs to the full-size SUV segment, it loses to competitors in dimensions. Its length is 204 inches (5,181 mm), width is 78.7 inches (2,000 mm), and wheelbase is 122.2 inches (3,105 mm).
For comparison, the standard Escalade has a length of 211.9 inches (5,382 mm) and a width of 81 inches (2,057 mm). And the long-wheelbase ESV version is downright gigantic: 227 inches (5,766 mm) in length and a wheelbase of 134.1 inches (3,406 mm).
Prospects for the X9 Model
The head of the BMW National Dealer Forum, Kirk Cordill, expressed the opinion that the brand could do an excellent job of releasing a top-tier X9. He even suggested the possibility of creating a version from the Alpina tuning atelier to compete with the Lincoln Navigator Black Label.
There indeed might be a place in the market for a model above the X7. The current three-row model starts at $87,500, and the top X7 M60i costs around $115,000. The Alpina XB7 is priced at $156,000, which is still less than the Cadillac Escalade-V, which starts at $168,000.
Challenges for BMW
However, there are also serious obstacles. Models like the Escalade, Navigator, and QX80 are luxurious versions of more mass-market body-on-frame SUVs, which allows manufacturers to save on development and production. Ford and GM also sell hundreds of thousands of full-size pickups, which share platforms and components with their premium SUVs.
BMW does not have similar support. This could make the X9 project difficult to approve at the corporate level, especially after the hybrid super-SUV XM failed to meet marketing expectations. Developing an entirely new platform for a limited run is a risky and expensive undertaking.
The dealers’ desire is entirely understandable, as they are on the front lines and see the demand. But the final decision lies with the headquarters in Munich, which must assess the global feasibility and economic model of such a project. Success in the American market could be key for the entire brand, but failure could cause significant damage to its image and finances. The trend towards larger vehicles, despite the general course towards electromobility and environmental friendliness, continues to amaze, highlighting the uniqueness of different regional markets.