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Where does BMW go from here?
They're in the midst of a relative identity issue. It's primarily because they've remained stagnant for so long and the majority of the line up consists of "nicer" versions of everyday econoboxes. At one point in time you could easily point out that they had the Ultimate Driving Machine.
They're getting destroyed by Mercedes across every platform when it comes to luxury and destroyed by Porsche / Audi when it comes to sportiness. Even Tesla is outselling the 5 & 7 series, one of which was recently refreshed with what BMW considers modern tech, I guess.
It's gotten so bad that the tech in the brand new 7 series isn't even touching the tech in the E Class. Embarrassing.
The light at the end of the tunnel seems to begin with the Z4 & 8 Series but I've seen that tunnel close for the AG one too many times prior.
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