Looks like I missed the Audi discussion... Well i already typed this out so hopefully I won't offend anyone by posting anyways
I owned an Audi prior to my ZHP. With that car, driving was something that had to be done. In my ZHP, driving is it's own event. Sure, my Audi had a bombproof interior (17 yrs old, not a rattle, not a scratch, not even the slightest imperfection), but the steering was numb, weighted maybe.. But numb, the drivetrain didn't make sexy noises, over 60% of the cars weight was in front of the dash, and the exhaust didn't bang crackle or pop. It was a great car sure.. But not a special one. I have driven modern Audis as well and it's been the same experience across the board. I'd love to get behind the wheel of anything with an S badge, (hopefully that would be a different story), but as disappointing as it may be to see BMW aim their cars at the more average (non enthusiast) consumers, I don't quite feel that they have "lost their direction". Maybe they are doing more things differently and following the consumer market more, but the DNA we love still runs rampant within the company. A new era maybe, the end of 'bimmers' I doubt it
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