Former BMW M Division Boss takes pictures at German manufacturers


When you’re questioning why/how Hyundai is popping out with some spectacular new automobiles underneath its Genesis model, it’s due to one man — Albert Biermann. Hyundai’s Genesis sub-brand is now run by Biermann, who was previously the VP of Engineering for BMW’s M Division. So it’s no shock man with such experience in making high-performance sports activities automobiles has helped the Genesis model pump out some genuinely good driver’s automobiles. Biermann, although, has some tough issues to say about his former firm, in addition to all the different German manufacturers.

One frequent phrase when criticizing BMW’s M Division is “M used to face for motorsport however now it stands for advertising and marketing”. Biermann appears to really feel equally. Through the launch of the brand new Genesis G70 in Korea, Biermann spoke with Australia’s Drive in regards to the state of German automakers, comparable to BMW M and Mercedes-AMG. Primarily, he criticizes each manufacturers for including an excessive amount of tech and nonsense. “It’s all advertising and marketing, initially,” Biermann mentioned. “How many individuals actually purchase it in a while? A lot of this exists for media, to offer a hype, to indicate the know-how stage. However how many individuals actually purchase it in a while?”

Biermann feels as if the manufacturers are centered an excessive amount of on know-how and never sufficient on the precise product. One particular space the place Biermann feels the Germans are slacking is in high quality testing. He claims the quantity of testing was taking place whereas he was at BMW M however now it’s taking place even additional. He additionally claims that the type of high quality testing he and his crew at Genesis are doing is a lot better. “Our testing is far more intense,” he mentioned. “We’ve 30,000 km check driving in [Hyundai’s research and development headquarters] Namyang, with all of the dangerous cobblestones and potholes you can’t think about. We run our automobiles there for 30,000 km, after which on high of that we do 10,000 km on the Nurburgring.” mentioned Biermann. “I don’t suppose anybody else is doing that anymore – possibly Porsche or Ferrari, however all the opposite guys they’ve stepped down from 10,000km to 8000km or 5000km. And a few, they do nothing anymore.”

He additionally doesn’t like the best way fashionable German automobiles are marketed to their prospects. “If I wish to promote a G90 to a US buyer, there are different OEMs that present their flagship automotive on the racetrack,” he mentioned. “The automotive within the luxurious automotive section, they present all of the racetrack expertise, however which 2.2-tonne luxurious section automotive will ever see the racetrack? We don’t do this sort of stuff. We work for the client initially, and never a lot for the media. In fact we do some stuff for the media, however initially we try this stuff for the client, that we expect has affordable worth for the cash.”

These sentiments are shared with many followers and fans who’ve grown tiresome of what number of German automotive corporations have tons of selling bark however not sufficient chew.

[Supply: Drive]


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Former BMW M Division Boss takes pictures at German manufacturers

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