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I don't think this destroys BMWs brand. To me it's the extension of the brand into a new segment just like the X cars, the Z cars and the i cars. I think that's great. I would have given it a new acronym like C (for city car or crossover). this could have been the BMW C2.
However I do think by naming it 225i it damages the 2 series sub-brand. @scott26 perhaps you can articulate for us in one sentence what the 2 series sub-brand now stands for.
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