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BMW is (was?) positioned as the car for people who like to drive. Contrast that with MB and Lexus - more for those who tolerate driving. But as Millennials care less about cars than Gen-X and Gen-Z cares even less than Millennials, and (worse) as the world moves to EVs, it's going to be tough for BMW. "Hearing" and "feeling" the car don't mean the same thing in an EV.
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