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The “grow or die” business philosophy is a falsehood. The truth is that growth can be good or bad for business. What's more important than getting bigger is getting better. Despite BMW’s ongoing marketing campaigns, they’ve forfeited the “ultimate driving machine” title to be all things to all people. BMW isn’t producing better performance cars at this point, they’re just selling a lot more conventional, turbocharged cars (many with M badges stuck all over them even though they weren’t designed by the Motorsport Division). I contend that “growth for growth’s sake” will negatively impact BMW’s brand loyalty AND value in the long run.
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