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Any Lexus car (even if its "better" then the E46/E92 M3) will have a hard time taking that market away from BMW. Regular BMWs are at least one level above Lexus in the "cache" category. Ford, Dodge, american cars, etc sit at the bottom (well, technically Kia sits at the bottom), then its the Japanese cars above them, then its the Japanese luxury cars and then european cars (audi, etc), then BMW / Mercedes, then the various super cars. A BMW M is at least 2 levels above the regular BMWs, if not more. M just has such a rich history, people want the name. Sort of like Shelby Cobras (although Mustangs have always been crap).
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