I am not a BMW employee or shareholder. But if I was a shareholder, I would be fairly happy with BMW's focus on driving enthusiasts, customer loyalty, repeat sales, and profitability. BMW is one of very few remaining independent vehicle manufacturers and has been able to compete by focusing on the owner experience. I suggest that BMW sales results over the past 10 years supports that thesis.

If one unhappy customer is replaced by multiple happy customers (just extrapolating the sales figures referenced above), to the benefit of BMW shareholders, isn't that the objective of a for-profit company?

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2007 X3 3.0si, 6 MT, Premium, White

Retired:
2008 535i, 6 MT, M Sport, Premium, Space Grey
2003 X5 3.0 Steptronic, Premium, Titanium Silver
2002 325xi 5 MT, Steel Grey
2004 Z4 3.0 Premium, Sport, SMG, Maldives Blue