We like 'em, but we know they aren't cool. The cars looked like BMWs. They smelled like BMWs. They even shifted and steered like BMWs. They just didn't go like BMWs.
People buy BMWs because they like to drive.
Sure, BMWs are also safe and luxurious, but let's face it, Volvo is the maker that we think of when safety issues come to mind, and Mercedes-Benz is the maker for buyers who value luxury over performance. One thing that drivers like to do is go fast. The previous 318is coupe isn't up to snuff in that department. If you own last year's entry-level BMW coupe don't even think about what that kid in a Camaro could do to your pride. The sedan and hatchback still make do with the same 1.9-liter engine as last year.