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      05-30-2013, 11:50 PM   #98
Lieutenant Colonel
FogCityM3's Avatar

Drives: M3 (E90)
Join Date: Feb 2012
Location: San Francisco

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The major driver of platform and engine sharing is to take out costs and improve corporate profitability and this is plastered over every BMW investor presentation and discussed regularly with the investor community.

Also, in the past, BMW's tended to be predominantly male owned cars, now look at any BMW that's driven and you see quite a high proportion of female drivers...was not the case 10-20 yrs ago. Not ignoring 51% of the population is one way to gain market share rapidly...of course this meant "softening the cars" to broaden appeal.