BMW 2 SERIES GRAN COUPE

What does the new 2 Series aim to achieve ?

- BERTRAND D'SOUZA

BMW’s 2 Series Gran Coupe has one simple goal, and that’s to exponentially increase the company’s customer base. Unlike previous cars, the 2 Series Gran Coupe is not a reward for those looking for pure driving pleasure. With a smaller, more efficient and more affordable BMW, the company wants to play to a wider gallery, to introduce them to the brand before they plunge deeper into BMW’s waters. Globally that’s a smart play, BMW knows that their audience in the USA and Europe is looking for more compact, efficient and cost-effective products and the 2 Series intends to provide them with all that without compromising its inherent BMW-ness! That goal however raises a few questions. Is there enough BMW in a car the size of the 2 Series Gran Coupe? Previously affordable but dynamic products from the BMW stables haven’t done exceedingly well, so what makes the 2 Series Gran Coupe different? Will a small, affordable BMW be accepted in India? It’s going to be a tough sell, but there are merits to it. Here’s why.