
BMW Needs to Stop Being So Sensible and Have Some Fun
BMW Needs to Stop Being So Sensible and Have Some Fun Yesterday, I returned a BMW Z4 M40i back to the brand’s HQ, in Northern New Jersey. It was a complicated loan experience, thanks to switching cars due to a tire issue. However, all in, I spent about two weeks in the new Z4 M40i and learned quite a lot about it during that time (reviews coming soon). However, it wasn’t until I was halfway to BMW HQ that I realized the problem with the Bavarian brand at the moment — it’s too sensible. German brands are known for being smart, calculated, pragmatic and successful. They make cars that make sense for their markets (even if we sometimes don’t always agree. I’m looking at you, X2) and cars that they can profit from. However, even most German brands make at least one car that’s dumb. By that...





























