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I think one of the biggest issues is that the lineup is redundant.
So you can switch between an m6/m5, m4/m3 and x5m/x6m.
These are all pretty much the same car in a different body style. There is not enough variety for me to care to switch. Maybe one day I need an SUV over a coupe or sedan. But as said before it would cheaper to just lease an M6 and an X5M and switch whenever you want.
The price would make sense to me if it included multiple brands. If I could be in an X5M one day, and in an S class or Range Rover another, that would gain my interest. But switching from one BMW to another doesn't excite me in any way.
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