It is perhaps one of the most discussed interviews in the Alte Schule series: the podcast with Prof. Wolfgang Reitzle. During his 33 years at BMW, he made a decisive contribution to the company's success and, above all, shaped the development years and vehicles that ended the dominance of Mercedes-Benz. One vehicle in particular influenced the rise of the Munich-based company: the 7 Series from the E32 series presented in September 1986.
Reitzle, equipped with the necessary power and the necessary access to the then chairman of the board, Eberhard von Kuenheim, was able to convince him to refrain from a design that had already been adopted in order to make the flagship not more streamlined, but more stately. This was the only way he was able to attract the necessary attention among the S-Class subscribers in the executive suite and convince them of the brand change.
The answer was the S-Class of the W140 series, which appeared two years later, and in the video you can hear Prof. Reitzle about the transformation of BMW - from hunter to hunted.
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Photos: © BMW AG, Daimler AG, Mercedes-Benz AG
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