Why would BMW create a new brand to peddle their SUVs & other new series?! They already have the brand recognition and an image invested. People will go to buy and test drive a BMW minivan/suv, but would second guess a BMM (Bravarian Motor Minivans, LLC) that was 'built by BMW'.
Brand recognition is powerful, and BMW isn't going to toss that away becuase some snobby 7 series buyer doesn't want to be seen in the same dealership as Joe-Bob picking up his 1-series. I'm sure their will be a seperate lounge area reserved for the big swinging d*cks.
The BMW name cannot be diluted if they continue to pump out stylish, fun to drive machines. Even if they look like a minivan.
Mercedes sells crap in the US as well. The ML's are outdated crap, and the C230 is just about worthless (unless you are buying it due to BRAND RECOGNITION and just want to be seen in a Mercedes). Top cars to the US my arse! And what about those G class SUVs running around town to compete with the Range Rover?! Should MB create a new brand just to sell their SUVs as well?