Quote:
Originally Posted by Chris Rocks
They're in the midst of a relative identity issue.
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Every automaker is in that same boat right now due to the disruption being caused by EV and autonomous tech. It will take another decade or more for that all to settle.
When it comes to the traditional ICE vehicle, BMW is right where they want to be with their product lineup. They are setting sales records despite the downturn in North America over the last few years. People are buying BMWs because people still love BMWs. If you try to put yourself in the shoes of a decision maker, you can perhaps appreciate that it would be difficult to press for a change in course when things are by and large working well the way they are.
For the times we live in now, BMW still builds the Ultimate Driving Machine. To those who've owned past generations of BMW vehicles, it may not be the BMW we know from yesterday. But as consumer trends shift, so much the industry. If what you want is a classic BMW then find one in nice condition, and buy it. This goes for fans of any automaker really, and for that matter, fans of any popular consumer good that must evolve as necessary to stay relevant over the course of decades or more.