Since I made a $100K+++ investment, my choice is clear. Duh. But:
I DID look at Mercedes and Audi, and the rejuvinated (?) Cadillac. I am very style and reputation sensitive.....its the type of stuff that makes us all different from each other, right? So......these were the style and reputations I apply to these cars, fairly or not. Again, IMO:
Cadillac: My Father's Car. Its no Mercedes.
Mercedes: My Father's car when he had money.
Audi: Identity crisis (who am I?)
To me, I can identify with BMW engineering, style, reputation, and the simple fact that I have owned a few, and people swoon over them to a degree that I have not seen with others makes that my friends own.
Fickle? Totally. Fickle and happy here in my bubble.