Though like many I cannot even really comprehend the purchase of a $100K or 200k car, I think many are missing the point that BMW is targeting the super rich with car collections.
So that when a collector is bored of the same old high performance combustion engine car, he may seek a unique alternative. There are enough Jay Lenos and Jerry Seinfelds out there to sell a limited number.
And at the same time they establish themselves as pioneers of the environmentally friendly performance car.
Details on the Mercedes competition: