Why are there so few buyers for the BMW i8?
4 Answers
BMW i8 has low sales due to high commercial insurance costs and low resale value. Below are the specific details about the BMW i8: Model Positioning: The BMW i8 is a 2-door, 2-seater soft-top convertible. The car measures 4689mm in length, 1942mm in width, and 1282mm in height, with a wheelbase of 2800mm. Powertrain: It is equipped with a 1.5T L3 engine featuring twin-turbocharging, delivering a maximum horsepower of 231ps and a maximum torque of 320nm. The transmission is a 6-speed automatic with manual shift mode. Suspension: The front suspension is a double-wishbone independent suspension, while the rear suspension is a five-link independent suspension. The steering assistance is electric power-assisted, and the body structure is of a unibody design.
As a car enthusiast, I've noticed that the BMW i8 has relatively few buyers mainly because its positioning is too ambiguous. Although its exterior design is super cool, resembling a futuristic sports car, the driving experience leaves much to be desired. The 1.5-liter three-cylinder engine combined with an electric motor in a hybrid setup claims a quick acceleration time of just over 4 seconds, but in real-world driving, the torque delivery isn't smooth enough, always feeling like it falls short compared to pure sports cars like the Porsche 911 or BMW's own M8. The price is shockingly high, with a starting price exceeding one million RMB, making many potential buyers hesitate, thinking they could add a bit more money to get a pure gasoline car with better performance. Practicality is another major drawback—the rear seats are so small they can barely fit a small backpack, and the trunk space is also limited, making family trips inconvenient. Maintenance costs are another issue; the hybrid system is complex, making upkeep two to three times more expensive than a regular BMW, and it frequently has issues, with repairs costing thousands each time. There are too many competitors in the market, like the Tesla Model S, which offers more stable performance and is cheaper to charge. So, it's no surprise the i8 had low sales, and BMW eventually discontinuing it speaks volumes. I think innovation is good, but when it comes to execution, practicality didn't keep up, and fans would rather stick with traditional options.
From my experience, the reason why the BMW i8 didn't sell well mainly comes down to its poor cost-performance ratio. The price is simply too high—new cars easily exceed a million yuan, not even counting insurance and maintenance costs. For average consumers, this is an astronomical figure that might take years of savings to afford. In comparison, other luxury cars like the Audi R8 or Porsche Cayman offer more stable performance and higher resale value, while the i8 depreciates rapidly, losing over half its value in just three years. Buying it feels like throwing money away. The electricity consumption and maintenance are also headaches—the hybrid system requires frequent professional check-ups, and replacing the battery pack costs tens of thousands, far more expensive than pure gasoline cars. In daily use, its range is mediocre; a full charge and tank won't get you far on the highway before needing refueling or recharging, which is a hassle. While the design is flashy, the interior is cramped, with uncomfortable seats that make long drives exhausting. In today's market, with the wave of electrification, many opt for more affordable pure electric cars like Teslas, which save money and hassle. The i8, as a transitional product, naturally doesn't appeal to many who are unwilling to take the risk.
I think one major reason why the BMW i8 has few buyers is that it failed to strike the right balance between eco-friendliness and performance. As a hybrid, it claims to be energy-saving and emission-reducing, but in reality, its fuel consumption isn't low, and its range performance is mediocre—far less economical and convenient than pure electric vehicles. Plus, its exorbitant price tag, exceeding a million, scares off many who want to experience green mobility. The design is overly aggressive, with cramped rear seats and poor practicality, making even family owners feel it's too tight for carrying kids. Within BMW's own lineup, other i-series models like the i3 are more affordable, and consumers prefer cheaper, more practical options. Simply put, it's in an awkward position, failing to attract the right audience.
