BMW’s largest vehicle in the United States is the X7, a three-row crossover that competes with the likes of the Mercedes-Benz GLS-Class. But, despite the X7’s substantial footprint, it’s not as monumentally massive as American full-size SUVs like the Cadillac Escalade and Lincoln Navigator. Kirk Cordill, chairman of the BMW National Dealer Forum, wants BMW to launch a competitor in this space. If it happens, it’ll be the largest BMW production model ever—and it will likely come with a price tag to match.
Potential X9 On The Cards
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Speaking to Automotive News, Cordill believes a larger three-row BMW SUV could capture a decent piece of the mega full-size SUV market. Cadillac sold nearly 50,000 Escalades here last year, so there’s a clear demand for vehicles in this category, despite their lofty prices.
A suggestion put forward by Cordill is to launch the new SUV under the new BMW Alpina brand, since Alpina is now under BMW's ownership. For many years, Alpina has put its special touches on some of BMW’s best (and biggest) models, including the 7 Series and X7. The Alpina XB7 is as close as we’ve ever gotten to an X7 M, so the Alpina team certainly has the expertise to get the most out of a big BMW. Although BMW hasn’t announced an official Escalade rival, such a vehicle would very likely be called the X9, but even if the project gets the green light, it won’t be soon.
“We did get a chance to see some of the new ALPINA product that is coming, and I’ll say that I think people will be really impressed with it," said Cordill. "It’s a little further out, but it’s beautiful. The X9, I think we’d do extremely well with.”
A larger X9 will give BMW a truly opulent three-row SUV, as the X7 is rather cramped for adults in the third row. With this model, BMW can also go all out with technology, meticulous craftsmanship, and performance.
Escalade Won’t Be The Only Rival
Cadillac Escalade
General Motors
Although the Escalade is perceived as the class leader in the large luxury SUV segment, it’s not the only hurdle a potential BMW X9 would need to overcome. The Lincoln Navigator is another strong contender, and both these vehicles are offered in long-wheelbase form to maximize cargo space. The Jeep Grand Wagoneer is also worth a mention.
By leveraging the BMW Alpina brand, the X9 could be positioned as an alternative to top-tier Escalade and Navigator models, such as the Escalade-V and Navigator Black Label. These American SUVs represent the peak of luxury and performance.
Related: The 2028 BMW X7 Could Be BMW’s Cleanest Big SUV Yet
What It Means
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While Americans won’t be accustomed to German vehicles in the ultra-large SUV space, it would hardly be BMW’s wildest idea. Massive SUVs continue to thrive on the sales charts, so why wouldn’t BMW want a piece of that pie? Besides, the X7 once seemed like a bold idea for BMW, as did the original X6, which popularized the coupe-SUV concept.
There's also a history of the Germans stealing market share from American brands. While American sedans were still dominant leading up until the oil crisis in 1973, the tide began to turn after that. Today, German full-size sedans vastly outnumber American ones. The same domination is unlikely in the SUV space, but for a long time, American brands have had this segment of towering SUVs all to itself. If BMW and the other Germans decide to compete, this reign could come to an end. All we can be sure of is that if you want an X9, you’d better start saving now.
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