OrToo many companies deep in overhead and living in the red, they are almost throwing product at you these days to get sales... They need to lower their overhead and supply a quality product and stand firm by their prices.
Maybe BMW did lower their overhead (E.g. having Kymco build the engines) and instead of passing some of the savings to the buyer via a lower list price, they tried to pocket a higher profit margin. Can't blame them for trying to maximize profit, but the market is telling them something.