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To me it seems like Dukec is 'trying' to be a disruptor, viewing things through some futuristic lens rather than looking back at Bmw's rich history to take the brand forward. Clearly he hasn't spoken to his customers but instead is just trying to cut through all the noise in hope we will 'get used to it'.
The people that will 'get used to it' are not the tried and true customer base. The ones that like the sleek, yet somehow classically recognisable appearance are the ones that are repeat buyers. We are the ones that call their cars by their chassis codes instead of the numbers on the trunk plate. We are the ones that have been loyal to the brand for decades. At some point something's got to give.
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