[SCOTT26]

I myself prepped you for this back in 2014/2015 with the move to push further into exclusive segments as first demonstrated by the Vision Future Luxury/9er.
If you are selling a high end product offering exclusivity then it cannot offer the same promotional marketing as a 1er. Or a 2er Active Tourer The move to this new identity is to distance the luxury products from the conventional volume products. The luxury end will be more of a creative marketing approach to defining the more exclusive models that are coming on stream.
When the 2007 CS was heading for production there was that discussion of building a bridge to Rolls-Royce. It has taken a few years...
But here it is.