> most of their added value is in driving experience I think BMW's added value is in comfort and prestige. People buy a BMW because they can afford it and othe

> most of their added value is in driving experience I think BMW's added value is in comfort and prestige. People buy a BMW because they can afford it and other people can see that they have one. The ride is smooth, the interior is nice, it has good sound insulation, etc. A small fraction buys them because they are fun to drive. BMW makes luxury sedans, not sports cars. The top of the luxury sedan market is not Ferrari but RR and Bentley where people literally buy the car and pay someone else to drive it.