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Loss of focus = brand death? I wouldn't go that far. They're just doing what they can to keep competitive and keep making money.
Think about it, if you owned a business, would you put your focus on making money, or on pleasing a small group of enthusiasts? As the post above me says, times have changed, and BMW is doing what any smart business would do, adapting to ensure they are profiting and staying on top with a product that the masses would like.
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