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It's time BMW spin off ///M as its own brand, and concentrate on making cars in that specific brand to appeal to enthusiasts, and leave the BMW brand to be the German "Toyota."
This way, we can continue to enjoy ///M cars that are not diluted by the plethora of compromises BMW had to make to make cars that appeal to the masses, and BMW don't have to listen to the "purists" old school whiners about how they've lost their way.
This way they can continue to charge a premium for the ///M cars, but keep cost low because sharing of platforms (and parts), but build out ///M cars for every niche and keep their enthusiast focus. Make cars like the M340i the base M, then an M3 would be like Porsche's upper trim S level 911s, and Competition and CS package to round out the top end to go up agains the GTxes.
And you can dumb down the run of the mill 3 series as much as you want to keep it cheap and competitive against the likes of Toyota Corollas and Honda Civics, but still keep the brand competitive advantage.
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Sitting on a beat-up office chair in front of a 5 year old computer in a basement floor, sipping on stale coffee watching a bunch of meaningless numbers scrolling aimlessly on a dimly lit 19” monitor.
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