AgreedThey should have spun it off as a separate brand from BMW for sure. I think VW tried (poorly) to do the same with the ID line.
In theory, they should do everywhere well. But for some weird reason, the buying public rejects them. Here in the UK as well, the cars all seem to need to look like a suv, eventhough for most they have no 's' nor 'u' capabilities and would cry if they could when they see a bit of grass or muddy field. It is very odd...On paper it got the same range as the Nissan Leaf, but cost like 20k more. At least in the US we don't do city cars, even though city cars would fit most people just fine.