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BMW is too worried about letting their marketing sell cars and has lost sight of how to build reliable cars with good performance. 9 out of 10 drivers still place getting from point A to point B as their primary need from a car. They don't imagine stopping off at the local mechanic on the way there. Although if you work on BMWs it's an excellent time to be in the business. :)
This was the strategy of the Japanese for several years with Toyota, Honda etc. As a result we ended up with the crappy auto trannies from Honday (who once was a huge player in reliable cars), now they are still clinging to the reputation they 1970's and 1980's cars brought them.
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