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OP, as you can see the majority of the posters here will defend BMW regardless of what is wrong with the car or brand. Go to any board and post the same question: "My friend will not buy my (insert car here) because of (insert "issue" here)" and you'll get the same general responses defending that brand.
There are things BMW can work on, and I agree with your friend, to an extent. We bought our 328i because of the brand, the overall driving experience and the refinement of the car itself. Of course you have to pay to play and there were other considerations that we took.
If you compare apples to apples, you will find that there is less available at the same price point than it's comparable counterpart. so what is it that you're paying for? Is it the heritage? Is it for the reliability? Is it for this "ultimate driving experience" that BMW has touted over and over again? That is ultimately up to the driver to decide what they're paying for and if it's worth it or not.
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