Horatio Q Birdbath:BMW ownership has lost vast amounts of desirability..every half successful widget salesman gets one free and hammers the thing around arrogantly in a fug of cheapo aftershave and testosterone..so now why would anyone want one and join a rather questionable club? Nice to drive..oh yes!..nice image?..not any more!
You, Mr Birdbath, are spot on sir. To me, driving a BMW these days is no more exclusive than wearing a fake Rolex, and consequently is probably on a par, in the desirability stakes, with a genuine Burberry cap. With ownership of the aforementioned expensive designer headgear comes the gradual realisation that members of the public will now automatically assume that you're either an undercover football hooligan, or just some semi-literate, unemployed waster from the local council estate. Why? Because what started out as a desirable, exclusive and expensive fashion item has been seized upon by the all-pervading chav element in society, whose then insatiable demand for something appearing to be expensive and exclusive has resulted in the item being actually perceived as anything but, in the eyes of the original target market.
BMW has now reached the same point. I was given a bottom of the range brand new 316 SE company car in 1995 and everywhere I went it turned heads, sparked off conversations with admiring strangers and generally had an aura of 'specialness' about it. But what's special about BMWs these days? The 3 series is actually more commonplace than the Ford Mondeo, the 1 series is a mundane and cramped hatchback too small for use as a family car, the 5 series is just breathtakingly ugly, the 7 series the most unimaginitive way in the world to spend 50 grand on a car, the 6 series..... questionable at best, the X5 the absolute height of brash look-at-me status symbols, the X6 the absolute height of brash and hideous look-at-me status symbols, etc etc etc,
No one would deny that BMW build very well engineered car,that by all accounts are great to drive. In fact they may even be the best car you can buy, on a pound for pound basis. But the fact remains that they do have a bit of a 'Burberry' problem, to the degree that personally I would find it hard to choose a BMW nowadays.