[GrussGott]

Originally Posted by Kryptos

However enthusiastic, the small population of current owners isn't a big enough market to support the M division over the next 15+ years. Most who focus on performance over aesthetics will stay and, while this certainly isn't true for everyone on this forum, if you do hate this design, there's a reasonable chance that it simply means you're not the target demo anymore

It's not sound reasoning at all; but it is sound hopes, guesses, and speculation.

What's not hopes and guesses is that current BMW market growth has come from a boom population of millenials (as big as baby boomers), and a booming record economy for the last 10 years (and favorable tax laws and labor markets).

And - BMW has been smart enough not to fuck up these massively favorably tail winds by releasing cool looking designs that have allowed them to expand the ///M brand, and BMW, to new buyers wanting "the top-of-line 3-series" (we've all seen the posts here - let's face it)

The thing is, those favorable tail winds have also powered all of the other auto manufacturers and now there are a shit-load of options for people "who focus on performance over aesthetics": MB, Audi, Porsche, USA brands, a whole new market segment in Tesla, etc

Performance people don't need to stay with BMW! They don't need to buy an ugly high performance car when there are many better looking options available. (to be fair, BMW can fix some of this with leasing and other financial incentives - that could be the plan)

This means unless BMW has data saying this design really appeals to a HUGE number of people WHO DON'T CURRENTLY BUY BMW, but would with this new fugly design, it's a hopes and dreams strategy. (or maybe Xi told BMW he wants huge snout grilles or no selling in China?)

Look, I hope BMW does have the data saying there's a huge untapped "bold new design" buyer that'll switch to BMW (maybe China?), I just don't think that's probable because I don't think that market exists no matter how much you love the new look.