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I think BMW is forgetting the hand that feeds it.
The reason China and other growing markets desire BMW is because western countries elevated it into a luxury brand. And that was because of us enthusiasts. We were the ones driving demand for sporty, well engineered sedans. Even if they cost more, we were happy to fork over the cash (and fork it over again for repairs). And then we told our neighbours and friends. I personally am responsible for 10-15 new BMW purchases amongst my friends and coworkers.
What do you think I’d tell them today?
Get a tesla or a Porsche. There’s no other choices unless you want a supercar.
So if you abandon the root, eventually the whole tree dies.
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