BMW's brand tells a very clear story: "We sell performance sedans and four seat coupes. You can denormalize for comfort or price to a limited extent." Even the

BMW's brand tells a very clear story: "We sell performance sedans and four seat coupes. You can denormalize for comfort or price to a limited extent." Even their convertibles 2 seaters (the old Z3 which was fairly slow) and their SUVs (X5, particularly) are as or more sporty than their competitors. I believe that attempting to define your brand through your concept products implies impending death by mediocrity, but releasing concepts consistent with your brand are probably net neutral, maybe of minor benefit if you're midway between two home run product releases. Releasing the concept technology as a product is ultimately what moves brands, in my opinion.