The BMW M8 Coupe is about to say auf wiedersehen to the world. According to dealer memos, the manufacturer doesn’t plan on taking any orders for the model since production will soon be ending. While the vehicle still exists on the company’s website, that’s also supposed to change come January.
Volume for the 8 Series was already minimal and sales have been on the decline in North America over the last couple of years. BMW can typically expect to see a few hundred takers in any given quarter. But most of those orders stem from sedans, the majority of which aren’t wearing an M8 badge.
The base 840i starts around $98,000, so none of these vehicles are cheap. But pricing doesn’t seem to be the primary issue for the sporty luxury model. BMW seems willing to retain the M8 Competition Convertible (above) and Sedan, the latter of which retails for $140,000 before one has had an opportunity to pad the price with upgraded paint, upholstery, or driving assistance tech. The real issue seems to be that the M8 Coupe just wasn’t doing the same kind of business as the variants boasting four doors or a retractable roof.
While the M8 Coupe still appears on the automaker’s online car configuration website, interested parties will likely need to settle for whatever they can find in the showroom. Based on the dealer notices intercepted by BMW Blog, the automaker has already stopped taking new orders for the Coupe.
From BMW Blog:
A recent bulletin sent to BMW dealers confirms that production of the iconic BMW M8 Coupe (258F) will stop production in early 2025, officially marking the end of its run as BMW’s most luxurious grand tourers. There will be no Model Year 2026 version, and new orders for the model are no longer being accepted, according to the bulletin. Units currently in production statuses 105 or 047, as of December 20, 2024, will still be processed within one to two weeks, after which the model will be retired from BMW’s lineup. The M8 Coupe will also be removed from the BMW website and Build Your Own (BYO) configurator in January 2025. This decision leaves the M8 Convertible and M8 Gran Coupé as the remaining options for customers seeking BMW’s ultimate blend of luxury and V8 performance.
However, the departure of the M8 highlights the challenges BMW faces in positioning this model within its lineup and the broader automotive market. The M8 lineup debuted as BMW’s flagship grand tourer, reviving the name of the beautiful E31 8 Series and replacing the iconic 6 Series in the lineup. Powered by a twin-turbocharged 4.4-liter V8, it delivered a breathtaking 617 horsepower in Competition trim, paired with xDrive all-wheel-drive for unmatched agility and traction. Yet, its steep starting price of approximately $138,500 (M8 Coupe) placed it in direct competition with iconic models like the Porsche 911 and its own sibling, the BMW M5.
While the rest of the 8 Series could follow the Coupe into the grave, it seems like BMW intends on keeping the Sedan (above) around for at least a few more years. Development plans have suggested that the model will see a PHEV variant in the future and the manufacturer has been trying to expand the model’s footprint by launching it in places like Indonesia and Thailand. Mainland China was another region BMW assumed would appreciate something like the 8 Series.
The future of the M8 looks a little less certain, however. Introduced in 2019, it lacks the pedigree of BMW’s other models and has found itself in a strange position as the brand’s halo car. The M8 also doesn’t make the best sense when the beloved M5 is arguably a better performance vehicle for less money. One could debate that the M8 is a little sexier and makes for a better luxury tourer. But that presumably doesn’t translate into robust sales when the vehicle’s key demographic can afford to fly everywhere or simply purchase a 7 Series — the BMW most synonymous with driving in comfort.
[Images: BMW]
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Source: The Truth About Cars
