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It's obvious BMW is squeezing every possible way to capture more margin. It began with lackluster cars, profit maximization of the ///M brand, and now has gotten to the point where the full maintenance warranty and BMW assist, things that were gigantic selling points for the brand in the last 15 years, are being curtailed while at the same time, reliability vis-a-vis the competition has marginally improved. Couple this with huge management turnover, including superstars like Albert Biermann (left for Hyundai) and a sense of management complacency, and you have a brand that is probably at/near the peak of its success. The cases of long term success of taking this type of approach, no matter what the industry, are very, very few.
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