BMW Discontinues X4, 8 Series, and Z4 as Part of Strategic Shift

BMW has announced the discontinuation of the X4, 8 Series, and Z4 models, marking a significant shift in its product strategy. This decision, driven by declining sales and a focus on electric vehicles, will see the final production of these models concluding between late 2025 and spring 2026. None of the discontinued vehicles will receive direct replacements, as the company transitions to its new Neue Klasse platform.

The X4, a coupe-style crossover, has been part of the BMW lineup since its introduction in 2018. Despite a facelift in 2021, the X4 has not maintained strong sales figures, prompting BMW to abandon plans for a combustion-powered successor. Instead, the brand will promote the more compact X2 as a partial alternative, while an all-electric iX4 is reportedly in development.

Phasing Out the 8 Series and Z4

The 8 Series coupe, convertible, and Gran Coupe will also be phased out. After a minor update in 2022, the 8 Series has struggled in the market, overshadowed by competitors such as Aston Martin and Bentley. The four-door Gran Coupe variant has accounted for the majority of its sales, but overall interest remains low. Notably, the 8 Series will remain available in North America until the end of the 2026 model year. BMW plans to release a limited-run M850i Edition M Heritage model, capped at 500 units globally, as the final version of this series.

The discontinuation of the Z4 is particularly significant, as it effectively marks BMW’s exit from the roadster market. The Z4 will continue to be available in sDrive30i and M40i trims until the spring of 2026, with production concluding at the Magna Steyr facility in Graz, Austria. With no successor in the pipeline, BMW joins the ranks of other manufacturers like Mercedes-Benz and Audi, who have similarly exited the roadster segment in recent years.

Strategic Shift Towards Electric Vehicles

The transition to the Neue Klasse platform represents a major strategic pivot for BMW, which aims to introduce 40 new or updated models by 2027. The launch will commence with the all-electric iX3 SUV. This shift reflects a broader trend within the automotive industry, as manufacturers increasingly focus on electric and hybrid models in response to changing consumer preferences and regulatory pressures.

Combined, the X4, 8 Series, and Z4 accounted for only 3% of BMW’s overall sales so far this year, underscoring the rationale behind the decision to discontinue these models. As BMW moves forward, the emphasis will be on increasing its electric vehicle offerings and enhancing its competitive standing in an evolving market landscape.

The company has not disclosed whether future sports coupes or roadsters will be developed under the Neue Klasse umbrella. Recent sightings of an electric BMW coupe prototype have sparked speculation, but no official announcements have been made regarding potential new models.

This strategic shift indicates a broader trend among luxury automakers to adapt to market dynamics while phasing out slower-selling nameplates. As BMW redefines its lineup, the focus will undoubtedly remain on innovation and sustainability in the years to come.