[Wolfman64]

Don't think the 8 Series failed as a car but BMW did a poor job on the with the launch, dealer inventory, marketing and to some extend pricing.

The reality is that compared to SUV's & cross-overs, virtually all sedans, coupes and convertibles have become niche vehicles. This is not unique to BMW.
The usual bread and butter models like the BMW 3 & 5 series are outsold by a large margin by X3 & X5 models. Same with Mercedes C & E-Class are well below the GLC & GLE models.

Yet BMW decided to create 18 different 8 series models (with Diesels) and 6 M8 models alone and then loaded up every dealer in the country with launch inventory plus more to come.

Zero exclusivity, no marketing support, smaller dealerships desperate to move cars off the lot that they have no experience selling.

This is not how you create brand..
If BMW sold 1700 units in Q2 during COVID, good for them. Even if at a 15-20% discount.