BMW dealers are urging the automaker to develop an SUV even bigger than the current X7, positioning it as a direct competitor to the Cadillac Escalade and Lincoln Navigator. The request comes as demand for full-size luxury SUVs continues to surge in the American market, where larger vehicles dominate the segment.
The Gap in BMW’s Lineup
Currently, the BMW X7 offers three rows of seating, but it falls short in size compared to its American rivals. The Escalade, for example, boasts nearly double the cargo space behind the third row (25.5 cubic feet versus the X7’s 12.8 cubic feet). It’s also significantly longer, wider, and taller, giving it a clear advantage in both passenger comfort and hauling capacity. This difference matters because American buyers in this segment prioritize space and presence.
Leveraging the Alpina Brand
Dealers suggest that BMW could tap into its newly acquired Alpina brand to fill this gap. Kirk Cordill, chairman of the BMW National Dealer Forum, stated that Alpina would be a “natural extension” for a larger, more competitive SUV. BMW fully acquired Alpina in 2022, effectively turning it into a high-performance sub-brand—a move that could allow for the creation of a uniquely positioned, oversized luxury vehicle.
Why This Matters
The demand for full-size SUVs is not just about size; it’s about status and utility. The Escalade and Navigator have seen substantial growth, proving that buyers in this segment are willing to pay a premium for maximum space and a commanding presence. BMW’s absence from the top end of this market leaves money on the table. The question is whether BMW will respond to its dealers’ demands and engineer a vehicle to compete directly with these established players.
In conclusion, BMW dealers are making a strong case for a larger SUV, recognizing that the current X7 isn’t enough to challenge the dominant forces in the full-size luxury segment. Leveraging the Alpina brand could be the key to unlocking this market potential and capturing a larger share of American luxury SUV sales.
