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Looking at Scott's responses to the earnest responses in here really shows the company is tone deaf.
Boiled down here is what he is saying:
Complaint about quality and poor customer service. Response: 85% of customers are liars
Bmwusa sales are declining. Response: customers want suv so we make more suv.
Mercedes s class is better. Response: let me make up some nonsensical scenario that the 7 actually outsells the s class. Might as well go for gold and say bmw sells way more white 7 series then mb sells white s class, hence its superior.
Never a word about addressing problems. Not a single word about the core care that makes it all possible, the 3 series.
They are also missing the point that it's the enthusiasts that let a company buck any "trends" and keeps a company above the fray. Ibm in the 80s. Apple in the 2000s. Bmw in the 90s and 2000s. You dumped on your enthusiasts and now make a car geared towards China and the generic moron who thinks steering feel is a broken car. Enthusiasts are running from you. Don't be surprised when the generic moron goes somewhere else because the enthusiasts tell him to.
We've seen this before. While vw and mb were shredding up their enthusiast core bmw was skyrocketing with new enthusiasts. Now bmw joins the ranks and is has been doing the same thing. Enthusiasts are now flocking to two brands in particular. The damage has been done long term. Suvs won't save you.
But we are all liars and complainers in their eyes anyway. I don't mean that fecitiously. You get that semi asshole non enthusiast interaction from every one there at bmw. Sad.
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Nice cars
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