Originally Posted by FSETH

It will be a good thing, imo when BMW is no longer the sales leader. If Mercedes doesn't do it, Audi will soon. BMW has lost their focus and dropping from the #1 sales position may help them realize this. BMW has lost some of their "hotness" while Mercedes is making much better cars than they used to and Audi is designing some of the best looking cars on the market. It also doesn't help when car magazines pick the S6 over the M5 in comparos. Wasn't even the upcomming RS6. While over at BMW they are pumping exhaust notes though stereo speakers and spending time and effort on cars like the 5 and 3 ser GT, X4, X6, etc.