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BMW Plots $110,000 Coupe to Counter Mercedes High-End Blitz

  • New 8-Series model due 2018 kicks off top-luxury rollout
  • Krueger under pressure to finance shift to electric robocars
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BMW AG is plotting the revival of a high-end coupe to claw back market share lost to arch-rival Mercedes, part of a model blitz that BMW is billing as the biggest in its history.

The sporty 8-Series two-door car is set to hit dealerships next year and will compete with Mercedes-Benz’s S-Class coupe that’s priced at around 100,000 euros ($110,000). BMW’s version is the first in an 8-Series rollout that’s key to its strategy of selling more expensive autos, said Chief Executive Officer Harald Krueger.