Actually, all BMW's have a firm suspension compared to most cars. The stiffness is there so BMW's can do something soft suspension cars cannot: handle. If you were trying to avoid another car or a child running in front of you, would you rather be driving your Honda or a BMW? Superior handling gives a vehicle and it's occupants an additional margin of safety without sacrificing comfort. A soft ride is perceived comfort.

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2013 X5 3.5i M Sport
2004 M3 cabriolet SMG