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I'm not sure how the luxury marques' move into lower segments will work (I'm aware that we've already had this debate). In the shortterm I can imagine a lot of image-overconscious persons loving the idea of driving a bimmer (even if it's the cheap one), thereby boosting sales. In the longterm, I cannot imagine how this will boost the aspirational and premium image of their brands. I guess if anyone can pull it off, it would be BMW.
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