I think that ' s a bit unfair . It ' s not that BMW isn ' t still trying to build the ultimate driving machine with cars like the M 3 M 4 . It ' s that the competition has gotten a lot better and BMW hasn ' t raised the bar enough to match them . The F 80 F 82 is faster and lighter than the E 90 E 92 but Cadillac and Mercedes took a bigger step forward with the ATSV and C 63 . And the pony cars have all gotten A LOT better . I ' m in the group that is left a little cold by the F 80 and won ' t be upgrading to one . But I don ' t think brand dilution is the problem , so much as it is that competition is better than ever . <| sep |> No chance , they won ' t release an SBC every 30 minutes when the expiry time is 1 hr 30 mins . The market would combust .