Here’s why BMW decided to discontinue the i8 sports car

A bold new step for BMW

BMW’s i8 was envisioned as the future of sports cars, combining luxury, cutting-edge tech, and hybrid performance. It had all the potential to be the next big thing for the brand, offering a futuristic design and an eco-friendly twist.

After six years of production, BMW quietly ended i8 production in mid‑2020, though the company never publicly detailed the rationale, leaving many wondering what went wrong with a car that seemed destined for success.

A plug-in hybrid, not fully electric

Unlike the other i models, which are fully electric, the i8 was a plug-in hybrid. This meant it still required gasoline once the electric charge ran out, which was a significant letdown for eco-conscious buyers.

The ‘i’ badge had become known for fully electric cars, which may have offset expectations for a plug‑in hybrid under the same name. For those seeking an all-electric experience, the i8 just didn’t meet the mark, creating a mismatch between customer expectations and the product offered.

Misleading branding for BMW fans

BMW’s “i” lineup became known for all-electric vehicles, making the i8’s hybrid system seem out of place. Shoppers who walked into dealerships expecting a fully electric vehicle were often disappointed.

This misalignment between branding and product likely confuses, making potential customers hesitant. It wasn’t just a technical issue; it was about setting the right expectations for a luxury sports car, and the i8 didn’t quite align with those.

A very expensive car

Starting at $136,650, the i8 was an expensive luxury sports car, far beyond the reach of most car buyers. Its high price tag wasn’t just about its innovative tech-it was a barrier for a lot of people who might have considered it.

For the price, many potential buyers expected something more powerful and practical. With the i8’s performance falling short of its rivals, it made its high cost harder to justify, especially when compared to other vehicles in BMW’s lineup.

A high price for less power

At 357 horsepower, the i8 was outclassed by many sports cars in the same price range. While the car’s hybrid tech and futuristic design were impressive, the power didn’t match up to competitors.

For example, BMW’s M6 Gran Coupe offered 560 horsepower for a lower price, making it a more attractive option for performance-driven buyers. The i8’s hybrid system didn’t provide enough of an edge to justify its hefty price tag.

Initial buzz, but falling sales

The i8 had a strong start when it launched, with thousands of units sold in its first couple of years. But after the initial excitement wore off, sales began to drop drastically.

By 2017, fewer than 500 i8s were sold in the U.S., showing that the car’s appeal wasn’t enough to sustain long-term demand. Once early adopters got their hands on it, attracting new buyers became a challenge, and sales stagnated.

Luxury, but not enough appeal

The i8 was a beauty on wheels, featuring a sleek, modern design that turned heads everywhere it went. It looked every bit like a futuristic luxury sports car.

However, luxury alone wasn’t enough to sustain sales. People expect more than just looks when buying an expensive car, especially one marketed as a performance machine. Unfortunately, the i8 didn’t deliver on the performance front as much as it promised.

Lack of performance excitement

Luxury sports cars are meant to excite with speed, power, and driving dynamics. While the i8 offered some of that, its 357-horsepower engine couldn’t compete with other high-performance vehicles.

Take the 2014 M6 Gran Coupe, for example, which produced 560 horsepower, offering much more power for a comparable price. Buyers seeking thrilling performance were left underwhelmed by the i8’s relatively tame specs.

A niche market for a niche car

The i8 was always going to appeal to a small group of buyers who could afford its steep price and were looking for something unique. However, even among this niche group, its combination of price, power, and hybrid tech didn’t win over many.

In a crowded market of luxury sports cars, the i8 didn’t stand out enough. For its price, buyers wanted more speed, more power, and a better driving experience, which other cars offered in spades.

BMW’s bold vision for the future

BMW envisioned the i8 as a leap forward in combining performance with eco-conscious technology. It was an attempt to set a new standard for luxury sports cars in the hybrid age.

While the vision was ambitious, it didn’t fully resonate with customers. Despite its technology and design, the i8 couldn’t create a lasting impact in a market that was quickly shifting toward all-electric performance vehicles.

Did the timing hurt the i8?

The i8 launched at a time when electric vehicles were still a novelty, and hybrid tech wasn’t yet the mainstream choice. The market simply wasn’t ready for an electric sports car hybrid.

While the idea was ahead of its time, the lack of widespread interest in hybrids hurt the i8’s long-term success. Buyers weren’t fully on board with the concept of an electric sports car, making it harder for the i8 to find its footing.

The expensive repairs problem

High-tech cars like the i8 come with their share of maintenance and repair costs, and the hybrid nature of the car only adds to those expenses.

For many buyers, the idea of maintaining a high-performance hybrid car was a tough pill to swallow. Expensive repairs added to the total cost of ownership, which made the i8 an even tougher sell to budget-conscious buyers.

Competing with electric rivals

As electric cars became more popular, the i8 found itself competing with fully electric vehicles, like Tesla’s Roadster. These cars offered impressive speed and performance, with none of the drawbacks of hybrid systems.

The i8, still a plug-in hybrid, couldn’t compete with the all-electric models that offered better performance, longer range, and lower running costs. Its hybrid setup made it seem outdated in comparison.

The role of the pandemic

The i8 was discontinued in 2020, just as the world was hit by the COVID-19 pandemic. While BMW may have already planned the i8’s end, the pandemic made it clear that luxury car sales were going to take a hit.

In a world where people were more focused on health and security than luxury cars, the i8’s high price tag made it an easy casualty. Sales had already dropped by then, but the pandemic made the decision final.

Limited appeal to buyers

The i8 had a limited target market, and even within that group, its appeal was restricted. The high price, hybrid powertrain, and underwhelming performance made it less attractive to most buyers.

For those who could afford it, the i8 wasn’t the thrilling, high-performance sports car they expected. And for everyone else, the car’s hefty price tag kept it out of reach, ensuring its limited appeal to a wider audience.

BMW shifting focus

After discontinuing the i8, BMW shifted its focus to fully electric vehicles like the iX and i7. These new electric models better matched what customers were looking for: all-electric performance with luxury.

The i8 may have been a stepping stone in BMW’s journey toward fully electric vehicles. As the industry moves away from hybrids, BMW is setting its sights on a future where electric power is the norm, not the exception.

Curious about BMW’s plans? Find out why the company is scaling back its EV output and what it means for the electric car market.

The end of the i8 era

In the end, the i8’s journey was short but significant. While it didn’t become the revolutionary car BMW had hoped for, it still played a role in pushing the company toward its electric future.
BMW learned valuable lessons from the i8.

Its sleek design, hybrid tech, and high price tag all pointed to where the company needed to go next: fully electric cars that didn’t compromise on performance or style.

The i8 may have paved the way for BMW’s electric shift, but what’s next in the world of EVs? Find out why many electric cars are ditching the spare tire and the surprising reasons behind this change.

What are your thoughts on the i8’s legacy? Drop a comment below and let us know if you think BMW’s electric future is heading in the right direction.

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This slideshow was made with AI assistance and human editing.