And BMW slowly becomes Audi. Zero differentiation. Same model strategy: smaller turbo (2.0T), mid level performance (S4 vs M440), and high performance (RS4 vs M4), yes, M for both since BMW is unfortunately extending the M nomenclature to every possible model.
Now BMW is slowly switching to FWD and AWD only options, same as Audi.
At what point does the ?Ultimate Driving Machine? apply only to certain models?
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With this lack of differentiation, BMW while gaining a broader market share, will loose its core customer base, eventually becoming just another brand.