BMW's First SAC

In recent years, the fusion of SUVs (or SAVs – Sports Activity Vehicles – in BMW's nomenclature) and coupe styles has become popular, and the X2 is one such vehicle, representing a new body style for BMW.

A notable design element of the X2 is BMW's signature kidney grille. Its new, flared shape, along with large air intakes, creates an impression of a low center of gravity and wide stance, signaling BMW's exploration of a new design language.

The roofline, while echoing traditional coupe styling, is given a slightly rugged form characteristic of BMW's X models, aiming to express dynamism.

By incorporating the Hofmeister kink, a hallmark of BMW design, into the C-pillar, the side window graphic tapers towards the rear, creating a sharp impression.

An emblem, also seen on the "2000CS" and "3.0CSL," is featured on the C-pillar, asserting the X2's place within the lineage of BMW's historic models.

Furthermore, by limiting the overall height to 1,535mm, the vehicle achieves a body size that can fit into standard mechanical parking garages.

Two Engines, Two Drivetrains

Two engine options are available: a 1.5-liter 3-cylinder gasoline engine for the "X2 sDrive18i," and a 2-liter 4-cylinder gasoline engine for the all-wheel-drive "X2 xDrive20i." The former produces 140ps and 220Nm, while the latter delivers 192ps and 280Nm.

Both the 18i and 20i models offer an M Sport X variant. This design emphasizes the off-road character of BMW X models, accented with Frozen Grey details. Other distinctions include standard 19-inch "Styling 722M" wheels, with optional 20-inch "M Light Alloy Wheels" also available.

The interior features Micro Hexagon fabric/Alcantara anthracite combination seats with yellow contrast stitching, and the interior trim is exclusively aluminum hexagon anthracite.

Targeting the Millennial Generation

The target demographic for the BMW X2 is the millennial generation. "Those born between 1980 and 2000, aged 18 to 38, have grown up surrounded by mobile phones, PCs, online shopping, and social media. They are a generation that obtains information and entertainment through technology. They can access these things with a simple touch of a button."

"Therefore, millennials have the highest standards for operational speed and ease of use. For them, instant access to information is not a convenience, but a given," stated Peter Kronschabl, President of BMW Japan.

"With this in mind, we must provide the same high level of connectivity as smartphones."

"Since they are accustomed to touchscreens and voice control, the X2's navigation and entertainment systems are designed for similar ease of use," he added, emphasizing the vehicle's comprehensive connectivity features.

"Millennials are not followers; they are individuals who are opinionated, deviate from the norm, and forge their own paths. Thus, the slogan for the new BMW X2 is 'Unfollow,'" he concluded.

The X Offensive

BMW has announced plans to launch or update 40 new models globally between last year and the end of this year. The X models are experiencing growth in major regions, accounting for one-third of BMW's total sales, hence the focus on this segment.

Since the launch of the BMW X5 in 1999, over 5.4 million X models have been sold worldwide. In Japan, sales grew from approximately 5,500 units in 2010 to 11,000 units last year, doubling in volume.

Regarding the reason for this growth, Kronschabl explained, "Unlike typical SUVs, X models are SAVs – Sports Activity Vehicles. The 'Sheer Driving Pleasure' that BMW offers transforms these vehicles from utility vehicles into activity vehicles, meaning cars for enjoyment."

"Another reason is the innovative aspect of the X models," Kronschabl continued. "The first diesel, hybrid, and plug-in hybrid models launched in Japan were all X models. Similarly, the 'iX3,' due in 2020, will be the first all-electric vehicle in BMW's core lineup."

Following the X2, the X4 will be introduced this year, and subsequently, the "first X7, defining a new luxury for the BMW brand," is scheduled for a global launch.

"With the addition of the X2 and X7, the entire BMW X family lineup will be complete. That is why 2018 is the year of 'X.' For BMW, 'X' signifies success."

Shingo Katori Appointed Brand Friend

To mark the market launch of the BMW X2, BMW Japan has appointed Shingo Katori as a BMW Brand Friend. Kronschabl explained the reasoning behind this decision:

"Mr. Katori, not only as a talent but also as an artist and creator, continuously takes on various challenges without being bound by existing frameworks."

"This attitude and approach perfectly align with the X2's core concept of 'Unfollow.'"

"This 'Unfollow' concept, which means not being bound by convention and forging one's own path, is also expressed in the X2's bold and challenging new design. The automotive industry is currently undergoing a period of intense transformation. BMW itself is embracing new challenges within this landscape. We believe Shingo Katori is the ideal person to embody the attitude and philosophy of the BMW X2, which is why he has been appointed as our Brand Friend," he stated.

Katori, who attended the X2 launch event, also drew laughter from the audience by saying, "When I first heard about it, I was delighted, but I thought it was a prank."

"I had lunch with the president the other day, and he told me he couldn't work with someone without knowing them, so he wanted to get to know me. He taught me a lot about BMW, and I found him to be a truly wonderful person. It's rare for me to start a new job like this, so even during lunch, I kept thinking there might be a hidden camera somewhere because it was such a happy moment," he commented.

"I am embarking on many new endeavors, and I would be delighted if this journey with BMW expands my horizons even further," he added.

Regarding future activities, the concept movie shoot has already begun. Titled "Unfollow," it is scheduled for release on social media soon.