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If I'm not mistaken, BMW wants to be the "sporty" luxury car maker. They pander to rich people who want a slightly harder suspension and "lightweight chassis" (compared to 2 ton Mercedes) so they can feel like they have a sporty car, not people who actually want a sports car.
At least that's how it looks now. It makes good money! Building a serious sports car for people who could care less about actual capability of their car would be a waste.
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