LAAS 2014 - A somewhat boring visit with BMW M and i

BMW and AMG were right next to each other at the 2014 Los Angeles International Auto Show. Even though the proximity was close the energy between the two was completely different. While AMG had this buzz in the air of excitement with new products BMW could not have been more businesslike.

You notice this when the first thing that happens when you walk over to BMW is their security stops you to check your credentials before you are allowed near their precious i8. Relax guys, I don't even want one. Plus I've seen it before the previous year. And the year before that. In the exact same spot next to the exact same i3 with the exact same info...

So with three years in a row of the same i8 and i3 and BMW pushing its 'i' brand into the spotlight over everything else it is starting to get a bit boring. Was there anything exciting? Well, not really. Since BMW debuted the 2016 F85 X5M and F86 X6M almost a month before the show there was not really anything new to learn about not to mention the M SUV's are not all that different from the vehicles they are replacing both inside and out.

Compared to Mercedes-AMG the display at BMW was boring. While the AMG reps were standing proud on an elevated display singing the praises of their new AMG GT sports car and C63 AMG you did not see any excitement from BMW or their reps. Not a single rep approached me to discuss anything and that may be for the best as what are they supposed to say when I ask where their AMG GT or Black Series answer is? While AMG was debating me, popping hoods, interacting, and engaging with the enthusiasts BMW was making sure no 'undesirables' were getting too close to the i8.

Say what you will but you can feel how each company is changing direction not only in their product lines but how they are displayed. Mercedes-AMG proudly showed off having the most powerful four-cylinder motor in the world with their M133 engine display stand and BMW showed off their carbon spoilers from the M Performance catalog on an orange M4. In addition to their 'future is here' display that apparently is the future of the BMW car show circuit for the... foreseeable future. Your current future lacks excitement BMW.

It is what it is.