BMW is also implementing their Sustainability strategies for long term success. Just did a report on this, a quick Google search shows how this is a huge goal for BMW.
Sustainability is on of the major influences for BMW's transition from the straight 6 engines and sheer driving pleasure into new platforms that are far more fuel efficient and safer. New government regulations are constantly changing the automotive environment that BMW operates in.
Of course, fuel efficiency and safety come at the cost of driving pleasure and performance. They are placing lots of focus on efficient dynamics and their "i" lineup of electric vehicles.
Nevertheless, BMW is still maintaining their value of making one thing, the "Ultimate Driving Machine." Each and every BMW model has it's strengths and weaknesses, so determining whether or not one model is more of a "driver's" car is entirely subjective.