It's important to note that the perception of an automotive brand can vary among individuals, and opinions on whether a company has lost its "mojo" can be subjective. That being said, if there is a widespread perception that BMW has lost its mojo, it could be attributed to a few factors:
Design: BMW's design language has evolved over time, and some enthusiasts and customers may feel that the newer designs are not as distinctive or exciting as previous models. Design preferences can be subjective, and it's possible that BMW's design direction may not resonate with everyone.
Electric Vehicle Transition: The automotive industry is undergoing a significant shift towards electric vehicles (EVs), and BMW has been actively developing its electric lineup, such as the i3 and i8. However, compared to some other automakers, BMW's electric offerings have faced criticism for not being as innovative or competitive in terms of range and performance. This perception could impact the brand's overall image.
Market Competition: The luxury automotive market is highly competitive, with several strong contenders from Germany, the United States, and other countries. BMW faces fierce competition from companies like Mercedes-Benz and Audi, which also have loyal customer bases. In recent years, other automakers have made significant strides in terms of design, technology, and performance, which may have impacted BMW's market position.
Changing Consumer Preferences: Consumer preferences and expectations are constantly evolving. BMW's focus on sporty driving dynamics and performance might not resonate as strongly with some customers who prioritize other factors such as comfort, technology, or sustainability. Meeting the changing demands of customers can be challenging for any automaker.
It's worth noting that these are potential factors based on general observations, and the specific reasons behind any perceived decline in BMW's "mojo" may vary among different individuals or markets. It's also important to consider that companies can adapt and change strategies over time to regain their momentum.