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I believe it’s more about placing products competitively.
The 128i is competing against entry level cars such as:
WRX 230hp
Mazda 3 mazdaspeed 260hp
New Lancer Raliart edition ~230hp
Civic Si 200hp
GTI 240hp
Audi A3 240hp
BMW does have a $24k entry level car anymore…….and the 128i is perfect competition for these cars in terms of price/luxury/power.
And the competition Subaru, Mitz, Honda, VW are selling lots of cars to young high school and college grads their very first cars.
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