There was a time when owning a new BMW meant you had achieved ultimate success. The brand was the pinnacle of luxury and, in order to buy one, you had to be able to pay the asking price. Dealers didn’t need to negotiate too much because they knew a willing buyer was always around the corner.
That was the nature of BMW. It took cash, and a lot of it, to have the pleasure and the privilege of owning the exclusive ultimate driving machine.
Times are changing, though.
Audi, Mercedes-Benz, and even Lexus sell cars that can outshine a Bimmer. That’s a truth being felt at dealerships across the country, and BMW devised a plan to do something about it. It loaded up dealers with vehicles in an attempt to increase volume and become the number-one luxury nameplate in America.
That plan has backfired.