BMW's L3 Retreat: A Predictable Outcome, and a Warning for L4

This Daily Insight examines the likely factors behind BMW's decision to drop Personal Pilot L3 from the facelifted 7 Series.

BMW's confirmation that Personal Pilot L3 will be dropped from the facelifted 7 Series is being presented as a demand and profitability issue. TechInsights believes the reality is more nuanced. The system's narrow operational design domain and €6,000 price tag ensured it never moved beyond novelty status for most buyers, and the underlying handover problem was managed rather than solved. This Daily Insight examines the likely factors behind BMW's decision and considers what it will take for both L3 and the L4 pivot BMW is now signalling to succeed.