Everyone is getting all spun up on BMW's mindset and what it all means but there's probably one major thing at play:
The buzz and marketing around this car...
The total sales for all of these cars will not crack $100M for BMW. Their total revenue last year was like 117B. This will not even account for one tenth of a percent of their revenue. I don't think they care if it's in most people's price ranges or about selling a lot of them. They got to do something limited, fun, not lose money (probably), and got a F-ton of a buzz on the car and for the brand. Mission accomplished.
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