They diluted the brand quite a bit no doubt, and this upsets the enthusiasts, but it's hard to argue the effect this has on their bottom line, hard to blame them for that.
I for one think they still have lots of cars that are very good and slightly ahead of competition. BMW cars are competitive in each segment, and they are still "desirable" brand. However it has never been more difficult to navigate all the options available and get the most out of each model.
The other thing I find funny is how many (Not calling out anyone in this particular thread) are complaining about BMW loosing it's way, all while buying xDrive cars with automatic transmissions.
