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The four cars pictured above represent a customer , a customer who seeks something different , individuality , flexibility but they also want a car that will reward them behind the wheel , provide them with luxury and be desirable.

The above cars do not sell in high numbers , they are not supposed to. Each of these models are specific niche models. Models that account for 10% of their respective model line. They are not volume models.
And guess what there is no odd one out.

Each vehicle is selling at its specific targets and three of them exceed that 10% , one is not even a year old but has already under a few thousand sales since its launch in June.
It is accurate that their success is not exclusive to North America but other global markets BMW are present in. All four vehicles fall from existing architecture or in the case of three and its upcoming successor a central backbone which allows modular sections to determine each concept.
All four are high profit vehicles.

To understand that each vehicle represents a customer check the individual forums for each of these models to understand why customers chose these vehicles. They may be pointless to most of you.
But you can see the evidence that each of these vehicles DO appeal to customers and that each concept meets their requirements but still allows them to drive a BMW.

There will be more niche models in 2014. The BMW X4 , BMW 2er Active Tourer and BMW 4er Gran Coupe will be launched on to the market along with a new BMW X6. Models that will customers will surely find the exclusivity and desirability of these models appealing.