In a significant shift for BMW enthusiasts, the M8 Coupe has officially been discontinued in the United States. However, BMW Australia has confirmed that its flagship 8 Series and M8 Competition models will continue to be available for local customers. This decision reflects the brand's commitment to maintaining its high-performance offerings in the Australian market, despite the challenges faced by luxury coupes globally.
Local Commitment Amidst Global Changes
A spokesperson for BMW Australia stated, “The BMW 8 Series and BMW M8 Competition variants continue to represent an important part of our model lineup, and there are no plans at this stage to discontinue them for Australian customers.” This assurance pertains to the entire 8 Series lineup, which includes the 840i available in coupe, convertible, and Gran Coupe body styles. The M8 is offered exclusively in Competition guise as either a coupe or four-door Gran Coupe.
The End of the M8 Coupe
Reports indicate that production of the M8 Coupe will cease in early 2025, with no Model Year 2026 version planned. A dealer bulletin from December confirmed that new orders for the M8 Coupe are no longer being accepted, leaving only the Gran Coupe and convertible variants as options for buyers seeking BMW’s high-performance luxury experience. The M8 Competition Coupe, priced at approximately $380,000 AUD before on-road costs, is currently the most expensive model offered by BMW Australia.
Market Dynamics and Competition
The discontinuation of the M8 Coupe reflects broader trends in the automotive market where demand for two-door luxury coupes has waned. Competing models such as the Mercedes-Benz S-Class coupe have already exited the market, leaving few rivals for BMW’s flagship coupe.
The current 8 Series lineup faces limited competition, primarily from models like the Porsche Panamera and Audi A7 Sportback, with Lexus offering its LC coupe and convertible as another alternative.Despite these challenges, BMW's decision to maintain its 8 Series offerings in Australia highlights a different consumer landscape compared to the U.S. market.
Last year, BMW Australia sold only 25 two-door 8 Series vehicles, including the M8 Coupe—a drop of 54.5% from previous years. The Gran Coupe variant also saw a significant decline in sales with only 14 units sold, down 66.7%.
Future of the 8 Series Lineup
As for what lies ahead for the 8 Series and M8 models, uncertainty remains. While there were initial plans for a replacement model slated for 2026 that would feature both internal combustion and electric powertrains based on existing architecture, sources indicate that a final decision on this development has yet to be made.
If greenlit, any new generation is unlikely to debut before the end of the decade.The current-generation 8 Series was introduced back in 2018 and has since filled a void left by earlier models like the 6 Series. However, with shifting consumer preferences and declining sales figures for two-door coupes, BMW faces tough decisions regarding its future offerings.
What We Think
The discontinuation of the M8 Coupe in the U.S. serves as a reminder of the challenges luxury automakers face in adapting to changing market dynamics. However, BMW Australia's commitment to its flagship models suggests that there remains a viable market for high-performance luxury vehicles down under.
As consumers increasingly gravitate towards SUVs and more practical options, maintaining a strong presence in the luxury coupe segment may require innovation and adaptation from brands like BMW. For now, Australian buyers can continue to enjoy access to an impressive lineup of performance-oriented vehicles that embody BMW's legacy of luxury and engineering excellence.
