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I consider myself in the middle of both demographics. I'm blessed enough to be on my 4th BMW but I still wear hoodies and consider myself "younger", yet I think I count as an established BMW customer.
Lately though, they're losing me with this new polarizing design language and marketing campaign. I love and respect BMW as a brand as I have since I was a little boy with an E31 poster on my bedroom wall, but I sadly won't remain a BMW car owner for too much longer at this rate.
Purely my personal $0.02.
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