What Car? says...
“Do not try to do everything. Do one thing well.” So said the late boss of Apple, Steve Jobs — a man who proved multiple times that the key to a successful product is simplicity. Now, that might sound counterintuitive; surely something that caters to everyone's tastes would be more successful? Not necessarily, as the BMW Z4 has proved.
To understand what we're on about, we need to look at the Z4's back catalogue. The first Z4, from 2002, was a focused, lithe sports convertible. A proper little driver's car that proved to be a huge success. But when BMW tried to make the second-generation Z4 user friendly, to broaden its appeal, it dulled the Z4's shine. The main problem was its folding metal hard-top roof. This was great at sealing out the elements, but it was also very heavy and ruined the car's handling.