This line from the article:

The new appreciation for frugality and values means companies like BMW have to find new ways of persuading people to pay $30,000, or much more, for a car.

Has been on my mind since Saturday, and I think I finally realized why. IMO, BMW doesn't need to convince people to pay $30k or more for their vehicles, the brand is solid, I think most people who are interested in the type of vehicles that BMW offers are already sold for the most part. The problem that BMW needs to address is the high repair costs once the warranty/free maintenance runs out. There are people like you MD who have been relatively immune from the high repair costs, and there are people like Michelle who have been ravaged by repair costs. I for one won't consider buying a BMW, or an Audi for that matter, and keeping it long term because of the potential for getting crushed by repair costs, and leasing isn't financially responsible for a lot of people in this economy. For the financially conservative these days, having a monthly car payment via a lease is less attractive in comparison to buying a car and paying it off and then not having a payment for a few years, but who wants to buy a $40k-$60k car, plan on keeping it for 100k miles and have to pay exorbitant repair/maintenance costs?

If BMW wants to sell more cars, they have to figure out how to lessen the cost of repairs/maintenance.

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