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Welcome to months ago. They are changing from the Ultimate Driving Machine to capture a different group of buyers and target a different audience. I think they feel people certain groups would lean more towards the luxury of an S-class instead of the ultimate driving 7 series. In fact, the new ads were supposed to come out with the 7. Pretty sure that sums up what I read some time ago.
Personally, I'm disappointed they are switching. The ultimate driving machine is honestly one of the reasons I've always wanted a BMW... since I was in highschool. It may not actually be the ultimate, there may be better, and at that time I never even drove one and didn't even have a license... but I wanted the ultimate driving machine.
Big bummer if you ask me. I hope it works for them, but I have this strange feeling it's gonna fall flat on it's face like the 745i when it first came out pre 750 facelift.
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