3er Convertible: BMW says hard is better than soft

Just_me · 01-23-2007, 02:49 AM

BMW says the decision to move from a soft-top to a folding hard-top was not taken lightly.

"We conducted market research and held focus groups, and then a second round of market research to confirm what we learned the first time, before finally going ahead with the hard-top solution," 3 Series product manager Dieter Hilsch told Drive.com.au.

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Hypersonic · 01-23-2007, 06:28 AM

Ironic really, considering what the argument for the Phantom DHC having a soft top is. Rolls-Royce's Chief Designer Ian Cameron says: "There is nothing more romantic than driving a convertible in the rain at night and hearing the drops hit the roof. In conversation with our customers we realised that they felt the same way."

The Emperor · 01-23-2007, 06:44 AM

It's true, Rob. But maybe they have different philosophies for those two cars since they are very different from each other, regardless of talking about cabrios...

Hypersonic · 01-23-2007, 07:03 AM

I guess it is clear evidence that BMW really are allowing Rolls-Royce to function as an independent company with its own culture.

About the 3er, I really like the new hardtop a lot -- it makes good sense to me. I think BMW made the right decision. The CLK and A3 Cabriolet will likely follow.

The Emperor · 01-23-2007, 07:12 AM

Quote:

Originally Posted by Rob

I guess it is clear evidence that BMW really are allowing Rolls-Royce to function as an independent company with its own culture.

They MUST allow that! BMW cannot mess with it...

Quote:

Originally Posted by Rob

About the 3er, I really like the new hardtop a lot -- it makes good sense to me. I think BMW made the right decision. The CLK and A3 Cabriolet will likely follow.

Yup, me too. I was a bit sceptical in the beginning though, but now, the more i see it the more i like it.

tobajara · 01-25-2007, 09:04 AM

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Osnabrueck · 01-25-2007, 11:55 AM

Quote:

Originally Posted by Rob

Ironic really, considering what the argument for the Phantom DHC having a soft top is. Rolls-Royce's Chief Designer Ian Cameron says: "There is nothing more romantic than driving a convertible in the rain at night and hearing the drops hit the roof. In conversation with our customers we realised that they felt the same way."

I think we can all agree that a ragtop, while not being a great domesticator, is a more romantic solution than a hardtop. To me, both solutions fit their respctive vehicles quite well.

I don't know what marketing data suggests, but I'll bet that BMW discovered that 3er cabrio prospectives tend to use their cars as daily drivers and valued domestication and new technologies over dynamic performance and the charm of a ragtop.

Giannis · 01-25-2007, 02:26 PM

Choosing hard top over soft top is a definitely a hard decision! There must be many reasons to use hard top now. BUT, IMHO when buying a cabrio, soft top is a must! I cannot think of a cabrio, that can be transformed into coupe or vice versa. For me i always had connected cabrios and softtops... I'd rather buy a cabrio with soft-top...

Osnabrueck · 01-25-2007, 02:34 PM

Consider this - An independent industry survey conducted last year cited that BMW buyers across all categories valued "Quality & Craftsmanship" as their primary reason for purchase. "Driving Enjoyment" was their number two reason for purchasing a BMW for all categories excluding SUVs - BMW SUV buyers cited "Styling" as their number two reason for purchase.

I understand that a hardtop wasn't a shoo-in because of BMW's brand principles, but in the end, it was definitely the right move.

01-23-2007, 02:49 AM	#1 (permalink)
Just_me Expert Join Date: Sep 2005 Location: Sweden Posts: 12,612 Thanks: 741 Thanked 2,035 Times in 1,028 Posts	3er Convertible: BMW says hard is better than soft BMW says the decision to move from a soft-top to a folding hard-top was not taken lightly. "We conducted market research and held focus groups, and then a second round of market research to confirm what we learned the first time, before finally going ahead with the hard-top solution," 3 Series product manager Dieter Hilsch told Drive.com.au. - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER

01-23-2007, 06:28 AM	#2 (permalink)
Hypersonic Connoisseur Join Date: Sep 2005 Posts: 5,513 Thanks: 1,016 Thanked 848 Times in 522 Posts	Re: 3er Convertible: BMW says hard is better than soft Ironic really, considering what the argument for the Phantom DHC having a soft top is. Rolls-Royce's Chief Designer Ian Cameron says: "There is nothing more romantic than driving a convertible in the rain at night and hearing the drops hit the roof. In conversation with our customers we realised that they felt the same way."

01-23-2007, 06:44 AM	#3 (permalink)
The Emperor Malicious Persecutor Join Date: Sep 2005 Location: Where noone has gone before... Posts: 9,147 My Mood: Thanks: 1,412 Thanked 1,575 Times in 954 Posts	Re: 3er Convertible: BMW says hard is better than soft It's true, Rob. But maybe they have different philosophies for those two cars since they are very different from each other, regardless of talking about cabrios...

01-23-2007, 07:03 AM	#4 (permalink)
Hypersonic Connoisseur Join Date: Sep 2005 Posts: 5,513 Thanks: 1,016 Thanked 848 Times in 522 Posts	Re: 3er Convertible: BMW says hard is better than soft I guess it is clear evidence that BMW really are allowing Rolls-Royce to function as an independent company with its own culture. About the 3er, I really like the new hardtop a lot -- it makes good sense to me. I think BMW made the right decision. The CLK and A3 Cabriolet will likely follow.

01-25-2007, 09:04 AM	#6 (permalink)
tobajara Enthusiast Join Date: Dec 2005 Location: Greece Athens Posts: 273 Thanks: 18 Thanked 76 Times in 46 Posts	Re: 3er Convertible: BMW says hard is better than soft - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER

01-25-2007, 02:26 PM	#8 (permalink)
Giannis Devotee Join Date: Oct 2005 Location: Patra, Greece Posts: 3,488 Thanks: 140 Thanked 216 Times in 164 Posts	Re: 3er Convertible: BMW says hard is better than soft Choosing hard top over soft top is a definitely a hard decision! There must be many reasons to use hard top now. BUT, IMHO when buying a cabrio, soft top is a must! I cannot think of a cabrio, that can be transformed into coupe or vice versa. For me i always had connected cabrios and softtops... I'd rather buy a cabrio with soft-top...

01-25-2007, 02:34 PM	#9 (permalink)
Osnabrueck Fanatic Join Date: Oct 2005 Posts: 1,858 Thanks: 233 Thanked 203 Times in 128 Posts	Re: 3er Convertible: BMW says hard is better than soft Consider this - An independent industry survey conducted last year cited that BMW buyers across all categories valued "Quality & Craftsmanship" as their primary reason for purchase. "Driving Enjoyment" was their number two reason for purchasing a BMW for all categories excluding SUVs - BMW SUV buyers cited "Styling" as their number two reason for purchase. I understand that a hardtop wasn't a shoo-in because of BMW's brand principles, but in the end, it was definitely the right move.

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