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I don't see what the problem is with putting more emphasis on "machine" than driving. Forget Lexus and Toyota. For the longest time, BMW was known for not having the cool technology that Mercedes and Audi had in their cars. This needed to be done. I'm not saying should abandon marketing the driving aspect of their cars (I'm sure they will have an ad that focuses on that) but this is to advertise the unknown, in this case is the slew of tech BMW now finally has.
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