As a long time BMW buyer, the brand lost me when they floated this plan. The writing was on the wall: they see themselves as a lifestyle, not a car brand, and we'll see more desperate attempts to make consumers a subscription instead of a purchaser. Everyone wants to be Apple, which gets a feedline of subscription revenue from phone purchasers.

Note the odd logo change around this time as well (2020 or so), another sign of their attempts to "reinvent" themselves as a services company. https://bimmertips.com/wp-content/uploads/2021/10/BMW_logo_o... (via https://bimmertips.com/bmw-logo-history-origin/) in one picture, and BMW's take at https://www.bmw.com/en/automotive-life/bmw-logo-meaning-hist....

I miss the days when BMW just made really fun cars that I was willing to overpay for, helping my dealer and the factory stay profitable.