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      12-17-2010, 07:50 PM   #5
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Drives: 135i, current is350
Join Date: Aug 2005
Location: Socal

Posts: 6,895
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You know BMW has changed direction when it changed marketing slogan from "Ultimate Driving Machine" to "Joy".

Ultimate Driving Machine = niche market = focused products
Joy = mainstream = versatile products catering to everyone's wants

BMW will make more money even if all current M3 fans abandon BMW by selling more to soccer moms and wall st. types.
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