BMW is one company that keeps losing the plot over and over again. I have never known a company so relentless in pursuing niche markets that it comes up with models that are supposed to be a result of a comprehensive market study. This means that all the current models made by BMW are actually designed by studies based on opinion given by the following:
A fat American 6ft 5in couch potato who thinks Football is a game where burly men bang into each other while chasing a oval shaped ball and thinks that the world consists of anything in between Arkansas and Florida;
a middle aged CEO of a company who likes sitting in the rear seat of his 7 series and has 4 kids;
a 30 something career woman who likes sitting up high in a vehicle as she