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Originally Posted by CanAutM3
Excerpt from the press release of the Kith whatever special edition M4. Tells me a lot about this new direction BMW is taking. It seems they are going for branding and image and no longer about the passion for driving. I am sorry, but I cannot follow them there. I'm out.
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The collaboration also highlights BMW's continuous focus on the lifestyle, luxury and fashion space, a key area for interacting with existing and new customers.
"Keeping a close eye on the latest lifestyle developments is part of our approach to evolving the BMW brand," said Jens Thiemer, senior vice president, Customer and Brand, BMW. "With his unique collaboration approach and Kith label, Ronnie Fieg is an outstanding mind and leader in the fashion, lifestyle and luxury industries. Our collaboration with Ronnie and his influential brand will be a positive force for BMW as we explore new customer groups
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It's going to backfire. So lame