By definition, status decreases as the object/action creating the status becomes common, and in this area BMW has trouble brewing on the horizon. BMW sold just 37,000 cars in the U.S. in 1980 (by the way, Jaguar outsold BMW, Merc, and Volvo that year). Nearly 300,000 moved last year (and Jaguar dropped below 16,000). So BMWs are now as common as Honda Accords. In fact, in the college town where I lived in the States, I'd swear BMW outsells all of GM. Is this status, or groupthink?
And that 300,000 last year was before the 1-series, which, as an enthusiast, I should be very excited about. I am, kinda, but isn't this just getting back to what the 3-series was a couple of generations ago? I was in Frankfurt when the X6 crossover coupe (or is it a coupe crossover?) was unveiled, and it was hard to find anybody who loves this brand excited about this beast. X3 not cheap enough for ya? Just wait for the X1. Thank God positive integers don't allow them to go any lower than that, and that the X7 has been cancelled, but that still leaves holes around the X2 and X4 micro-niches. The minivan — I'm sorry, I meant the "Multi Activity Vehicle" — was killed at the 11th hour. Unfortunately, it has morphed into the upcoming "Progressive Activity Vehicle."
What the hell is going on in Bavaria? Are they determined to be all things to all people? Maybe the "same car, different lengths" strategy that gave the world the excellent and handsome 3-, 5-, and 7-series cars, with a couple of coupes and the very occasional roadster, was too limiting. But an avalanche of products?
So sorry BMW, but it's time for me to move on. I still love you for what the brand stands for, and probably always will, I'm just not in love with you anymore. I'm not interested in such an open relationship. It's got to be a little more special, a little more rare. A tad exclusive.
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