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BMW still makes some solid vehicles-
X5 is a solid mid size SUV
X3 is a solid small SUV
The M3, M5, X3M and X5M are respectively awesome cars...
The problem is the core that they were built on...
The new 3 is nothing special at all and way over priced.
The 5 is an average boring sedan. The 7 is an extension of that.
Wtf is the X1, X2...? the 8 series is a bloated S class coupe competitor that benz does better... the X7; well while it may be great; this large SUV trend is a very temporary fad.
They need to find their way, my recommendations-
1) Make the cars enjoyable to drive again... like someone said; this doesn't mean you need to provide 911 levels of feedback, just don't follow Lexus.
2) Simplify models lineup... keep a 4 car and 4 suv core with I and M versions of all.
3) Make leases even less attractive... cheap leases destroy your brand value and destroy car resale value
4) Provide solid warranty and service plans... think Audi prepaid maintenance etc
The above won't make you a sales leader like in the past but it will pay massive dividends in the long term.
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