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What an interesting thread. I thought I was alone in being discreet about it!
At work, I've been reluctant to tell people, even when pressed with probing questions. I've described my e90 as "a baby bimmer" and i've even fibbed "it's an older one." The upside to this anonymity is that my car gets mistaken for management and I'm then able to get away with parking in Visitors and other reserved spaces.
Frankly, I find there are far more posers than enthusiasts of this brand. Most people do think bimmers are unreasonably expensive and have a hard time getting past the value proposition; hence, they see it as a status symbol and go into questioning your salary, worth, etc.
I'll admit that i enjoy it very much when i'm in a conversation with someone who can discuss the technical/mechanical/artistic merits of BMWs past and present.
I guess I don't really like telling people what i drive unless i think the person is also an enthusiast. I can appreciate how aspirational a brand this is; but I prefer to avoid situations where people do freak out and stereotype.
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