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Buying a luxury car is a huge commitment, and despite the trope of the middle-age crisis Mustang or Mercedes, it is not often an impulse purchase. For many consumers, the desire to own a luxury car starts with posters on a childhood bedroom wall, and car brands have focused on reaching young customers nowhere close to being able to actually purchase one.
These days, that approach means embracing gaming. BMW first entered esports in 2019 by partnering with Cloud9.