Quote:
Originally Posted by N54MPower
I guess we would need to define who is the core BMW customer. If we think that the core is made up of enthusiasts, we are the ones who are short-sighted. The core BMW owner is not an enthusiast. Most M car and BMW owners don't go to a race track with their car or have an interest in racing. Most of the people buying BMW's Mercedes Ferrari's or Apple phones are buying into a lifestyle.
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Every brand needs enthusiasts, by definition. And enthusiasts can be "lifestyle" enthusiasts. A brand without enthusiasts is a brand without intrinsic value. You may still have customers, but they will have zero reason to pay a premium and will never buy out of loyalty.
BMW is investing in its brand in an attempt to create new enthusiasts. And, for my part, I don't think they have forgotten the current enthusiasts that built the brand. The E46 brought me to the brand and the M2 is the new, and better, E46 (aside from the steering, LOL).