BMW has always made engaging advertising material.
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There has been a BMW fanbase displeased with the automaker's decision to discontinue a high-performance M-badged version of the Z4 roadster for its current generation.
These days, we get worried when BMW's marketing and sales people say something like "This is a completely new category." The last time we heard that, BMW gave us the 5 Series Gran Turismo.
There are just two reasons to buy a V-12 full-size luxury car: exclusivity and cache.