The real issue I have is that BMW is really just trying to be all things to all people.
Those who have studied business or marketing will you tell you that its one of Al Reiss and Jack Trout's 22 immutable laws of marketing - it just does not work. BMW is lucky to have such a strong brand to begin with that they are able to diversify themselves so much but there is a limit to much it can be done.
Is a FWD BMW pushing this limit? Maybe, maybe not - but this sort of brand dilution needs to stop, a FWD BMW is definitely a step in the wrong direction.