'Brand dilution? What brand dilution? We've got cars to sell to people that want 'em!' Somewhere, that's written down in BMW's headquarters as we learn almost anything is on the table as they attempt to tighten their vice grip around the premium market.
After the unveil of the 2-series models, BMW director of sales Ian Robertson told a group of reporters that BMW wants to expand its M line to include potential customers in harsher climates. People in New York and Colorado buy BMWs, he says, but 80% of them have all-wheel drive.