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IMO they messed up with I. It would've been so much better from a marketing standpoint to have an I sub brand making "I" versions of regular cars much like there's an M version for almost every BMW. This way, the awful looking I3 wouldn't exist and instead we'd have a 3 series that runs on electric or hybrid power called an I3. Pure I cars should've been electric to compete with Tesla and i-performance should've been hybrids.
For example, the 5 series lineup could look like this:
520i
530i
535 i-Sport
540 M-Sport
i5
M5
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