[Antares]

I'd say that this car incorporates everything that has gone wrong with BMW in the last years.
Frugly design; aggressive styling that gets irritating after a while, since it does not hold any beauty. Geared towards fast leasing deals (in Germany every second "sold" BMW gets financed by BMW to keep the sales going), flash looks, flash sales and therefore price does not matter, even less value/price ratio.
Long term ownership? Are you, the customer, joking? Be trendy, be hip, be a sugar bee on BMW's finance nectar.
Once BMW was about quality and enthusiasts driving them around for years.

But, the customer base is eroding as is the image. Especially by the FWD BMWs that are really badly made and engineered (from automatic transmissions in the 2 Van that cannot be repaired, maintained and are cheap Asian imports, to solutions where you have to lift the entire engine out of the car to change the belt,...).