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The brand used to be a no brainer to buy my cars for 20 years. The benefits of their maintenance structure plus the clear Segments....car, SUV and M. I even liked their early foray into i so much that i got an i8 as the perfect counter to my M3. With that sweet V8. SUV for the family. There was good brand management and the competitive edge was around their engineering, engines and Motorsport heritage.
Now that's all more or less gone, I cannot think of one game changer in their lineup....all me too products and volume. That has a negative impact on the value of their products too now....the depreciation is as high as other mass products, which in turn makes me unwilling to buy their product at this stage....
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