Magazine article Management Today

Motor Mouth: BMW 520d M Sport Saloon

Magazine article Management Today

Motor Mouth: BMW 520d M Sport Saloon

Article excerpt

The executive's favourite just gets better and better, not least as it has taken a leaf out of Apple's book, says Sathnam Sanghera.

There are many companies out there that have noted the success of Apple and tried to ride it in some way. And BMW is no exception. It was one of the first manufacturers to market the slick iPhone connectivity of its cars. It has an electric car in production called the i3. But the difference between BMW and most other companies is that its vehicles do increasingly feel like actual Apple products.

Take the 'new' 5 Series, for instance, whose distinct Apple flavour is evident in the simple fact of its omnipresence. You cannot go anywhere in the world without someone producing an iPhone, and it is similarly impossible to enter any corporate car park without seeing this saloon, the sixth generation of which is the most successful in the model's 41-year history, with more than one million models sold in just over three years.

Then there is the fact that the changes made during product 'upgrades' are so minor that only aficionados notice the difference. Apparently, the new 5 Series features reprofiled headlamps, aerodynamic additions to the wheel arches, additional contour lines around the BMW kidney grille, a re-structured lower air intake, chrome strips bordering the central control display and more. But, as with the iPad 2 and iPad 3, you'd struggle to spot the differences even when they are placed next to each other. …

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