I think the point here is that the M brand is not as exclusive as it once was. It is a victim of its own success and there's inherently something bad about being a victim. People here see very well how BMW is slapping M badges on all sorts of things. You want to talk about the M3, well maybe you should also talk about the M135i - the new, pseudo M car. Let's not kid ourselves. Sometime ago that car would have simply been a 5-door 135i, but someone at BMW thought "wait, if we stick an M in front we can charge more money", but there can come a point when an elite brand - and isn't the M brand supposed to be the pinnable of BMW? - becomes associated with things that are not elite. As Warren Buffet said, "It takes 20 years to build a reputation and 5 minutes to ruin it. If you think about that you'll do things differently."
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