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Originally Posted by kgroschi
Overall, that's true. But I don't like that BMW, MB and Audi are trying to make a vehicle for everyone out there. The main reason for that though is to sell less powerful and more efficient engines to meet the average fleet consumptions that are required in the EU and also in the US soon. By raising the amount of different models (mostly lower end models) they can lower the fleet MPG while still offering V8's in the M division. So if it takes BMW Vans so that we can still enjoy the M's, so be it.
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They've been doing it since inception in Europe and the rest of the world...they decided to market as a premium sedan here, which kept them from competing with things like a Pinto, Vega, etc. which, back then, was also burdened with a hefty import duty. Competing close on price point, is one thing, offering a similar car (albeit, probably significantly better build quality) at the low end meant it was MUCH easier to establish themselves here only in the premium range where there wasn't really much competition - American cars, built for our flat, wide, roads and low speed limits, just didn't and still doesn't need the engineering required to run flat out at max speed for hours on the Autobahn. As US manufacturers try to really become global with (as close as possible) the same model, we're starting to push, but for the most part, are still a ways apart leaving BMW, Audi, MB their opening. Snob appeal is one thing, good for the right technical reasons is another. Over the years, they've been expanding both down and up-range. It should be no surprise if you think about it.