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Originally Posted by Boss330

The same sentiments that Porsche fans made when they introduced the Cayenne, Macan and Panamera...

Diluting the brand or not, BMW probably looks at Audi, Merc and Porsche and see that they make a good profit by expanding their model range.

Audi has:
Q3
Q5
Q7

MB has:
G-Class – Sports Utility Vehicle (SUV)
GL-Class – Sports Utility Vehicle (SUV)
GLA-Class – Sports Utility Vehicle (SUV)
GLB-Class – Sports Utility Vehicle (SUV)
GLK-Class – Sports Utility Vehicle (SUV)
M-Class – Sports Utility Vehicle (SUV)
R-Class – Multi Purpose Vehicle (MPV)

That BMW expands their model range into X3, X4, X5, X6 and X7 isn't such a big deal IMO. In fact, it would have been a bigger problem if BMW was stuck in the past because of old rigid principles that meant they could only make sedans. Old dinosaurs that can't adapt to a changing market tend to disappear after a while... If the market wants premium SUV's, and are willing to pay, then BMW has to look into those opportunities. Even Porsche decided they had to this. And BMW isn't as exclusive and premium as Porsche is. BMW is a mass manufacturer and profit (short and long term) is what the shareholders want.

Touche...lol