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      11-26-2012, 10:54 AM   #10
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Originally Posted by xspeedy
BMW is lost as a brand.
BMW is not lost yet. Are they loosing their way? Maybe, but I think the enthusiast value of the brand lies in the 2-Series. If they screw that up in terms of driving feel then yes they are lost.

I think the most basic cause of this sentiment is that Reithofer is too good of a CEO. He is so concentrated on keeping BMW independent that most of the time the enthusiasts get put on the back burner. Hopefully he will loosen up a bit when BMW reaches their two million car goal.
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