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BMW's boss has urged caution over proposed plans to share technology and resources with Daimler.

The two companies are reported to be considering platforms and sharing or merging their financial services operations.

But BMW's Norbert Reithofer told the Frankfurter Allgemeine Zeitung newspaper: ""There are clear limits. The BMW brand, which one study has valued at $24 billion (£15.8 billion), must not be diluted or the brand identity damaged."

Reithofer said that talks with D...Read the full article

son of bitch!

BMW has definitely been targetig an older and softer audience of late  - see the new Z4 and 5 series GT for proof of that. What is says and what it can afford to do may be 2 different things.

This is now 3 threads on BMW being in trouble and not one over-punctuated post from North................Wonder where he is?..............................

What a good way of marketing, BMW brand has or had higher value than Mercedes? I wondering who suggesting the tied up in the first place.  How smart can that guy be.