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Doug makes decent points but I think where BMW got lost is they tried to do everything at once to please everyone and simply lost focus. They never needed 7 SUVs / Crossovers... the M brand should have remained untouched with 0 talk of electrification for the future and the I brand should have been the sole developer of electric tech. Today, they could have used the I tech and completely evolved the 5 series, 3 and 7 series as well as the SUVs as modern electric cars with much higher quality than Tesla and probably a better driving experience and only had the M Brand as a true enthusiast brand. They simply lost focus by trying to please too many at once. Things went downhill around 2011 in my opinion with the introduction of the F series where the only legitimate 'drivers cars' left where the m2 and m3.
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