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Not surprising. As mentioned before, moving away from its performance roots (the core differentiator vs other euro luxury brands) will eventually come back to haunt BMW. The X5 is a great SUV, but let's face it, when BMW becomes the SUV provider of choice and Mercedes is winning the performance sports sedan, it demonstrates that BMW has completely lost touch with its performance and rabid enthusiast roots. All the warning signs were there including enthusiasts leaving the brand, key management turnover, the near death of the ///M division with the most criticized product in ///M history, the diversion of massive capital to an uncompetitive i-brand (already seems to have lost the battle vs Tesla), and the ultra-segmentation of multiple models within a series that only serve to confuse consumers.
BMW should do a better job in tapping consumer and enthusiast opinions, including using this forum as a data and information gathering medium.
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