[Germanauto]

I'm not surprised. By its very nature this segment has a lot working against it. The Lexus LC and S-class coupe/vert are selling poorly as well. There's a lot of competition too with the 911, AMG GT, and Aston Martin Vantage (which dealers are running some really strong leases on). The 8-series never had a massive following the way the Porsche 911 does; so like the article says, offering 15 versions of a car 10 people want to buy doesn't make sense.

I think for the most part the product is fine. The 8-series looks nice, has an amazing powertrain, and interior quality is top notch. The car's biggest failure, aside from price, is the interior design. It is just far to plain jane for a flagship vehicle (7-series suffers from the same problem). But then again, the S-class coupe/vert have an amazingly beautiful interior but they aren't selling either...