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I think the description of the target buyer being somewhere in their 30's and a young professional is on point. The 3er caters to a slightly older demographic and a little more well established.
Be careful with the "my-daddy-bought-me-a-Bimmer" sentiment, a lot of kids you see driving these cars are college kids busting their butts trying to make the lease payments just to "keep up with the Jonses", attempting to the live the life of a "baller". - Sad really, and I know kids like this at my University, some of them have even suggested I do the same, luckily the concept of delayed gratification has become a fixture in my thinking.
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