One wouldn't think that BMW's narrow fold of market share in the "Sport Activity Coupe" segment it created would be all that lucrative.
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Volkswagen may own one of MotoGP's most successful motorcycle makers, Ducati, but BMW has the last laugh when it comes to brand recognition within the sportbike series.
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.
Now BMW's just showing off.