Editor’s note: BMW losing its way has been a hot topic ever since the E30 went out of production. This QOTD from Doug is probably one of the most commented articles in TTAC history. It originally ran January 23rd, 2015.
Twenty years ago, BMW was the coolest automaker in the world. I know this because I – as a young lad of less than ten, growing up in the 1990s – desperately wanted my father to purchase a BMW. And he – as a rational, middle-aged man in his 40s – ended up in a Camry with cloth seats and a tape player. He wasn’t the BMW type. He wasn’t cool enough. Back then, few were.