With a few exceptions, the identities of premium manufacturers have changed radically in the past decade.
German automaker BMW is a prime example.
There was a time where its customers could depend on certain hallmarks that seemed cast in stone: rear-wheel drive, six-cylinder power, a cabin that was outwardly driver-centric and aesthetics that were generally inoffensive...A subscription gives you full digital access to all Sunday Times content.Registered on the BusinessLIVE, Business Day or Financial Mail websites? Sign in with the same details.
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