Shouldn't these be buyers going to Mini though? Won't this car dilute BMW's premium and performance image? Will BMW suffer from a similar Lexus/Toyota stigma with BMW/Mini? Robertson states, "You will see BMW push into segments where we haven't been before. If I look at the first generation 1 series in 2004, 80 percent of the customers were new to the brand."
That is fine and dandy, reaching a new market and new buyers. But don't sit there and tell me you only make one thing and that thing is the Ultimate Driving Machine. This is not the Ultimate Driving Machine. It's a Mini Cooper with a BMW badge.
"With the Active Tourer, we will get a lot of new customers again. They will come out of the premium segment and from some of the volume players," Roberston stated. Who cares if you say one thing and do another though as long as cars sell, right?