If Bmw Is Going to Lose Their Soul...

A couple years ago, BMW dropped the tagline "The Ultimate Driving Machine" and it appears the company took that to heart with its current and forthcoming lineup.  For a company that has always prided itself on selling exceptionally composed driving dynamics in their cars, a portfolio aimed at maximizing profits seems to be the new goal.  By sacrificing its hallowed M badge along with trying to fill every niche just to match their Stuttgart rivals, BMW is losing their faithful following by losing themselves.