With the surge of new BMW models on world markets, and the extras waiting in the wings, company executives insist that the huge variety will not dilute the marque’s image.

With the surge of new BMW models on world markets, and the extras waiting in the wings, company executives insist that the huge variety will not dilute the marque’s image.

With the launches of the new 5- and 7 Series, the existing X5 and 3 Series and the upcoming 1 and 6 Series and the X3, BMW’s increased presence on the market has not gone unnoticed. Industry analysts have raised concerns about the marque trying to do too much.

Not true, said US vice president of marketing, James McDowell. "Every product is quite different than the other, and that gave us an ability to do differentiation in marketing and positioning," he said.

BMW is trying to make the brand more affordable while reaching into even higher price segments, one consultant said.

When the new 5 Series debuted last year with features adapted from the range-topping 7 Series, its controversial rear-end sparked huge debate. However, an analyst with research group Automotive Industry Data in London, Peter Schmidt, has said that the controversial styling of the 5 Series could limit its continued success.

"The product strategy has been exceptional," Schmidt says. "They have the right vehicle in the right segment at the right time. But the styling question will determine whether BMW will come out as the unchallenged winner in the luxury segment."

Wth the much-anticipated 6 Series coupe expected to make its US appearance sooner rather than later, there are concerns too that it could bite into the share of the market previously reserved for the 7 Series.

It still has to be seen what kind of impact the launch of the 1 Series at Geneva next week will have on BMW’s brand identity.

And with BMW seemingly unconcerned about the possible dilution of the brand, the following question has to be asked: will the marque eventually burn itself out trying to please all in a highly competitive market?