Pundits on parade

National Post's Paul Kedrosky, saying Apple has just refuted its "BMW pricing strategy":

"Where, in other words, is the BMW strategy? It is as if BMW suddenly tried to undercut Honda's Accord or Toyota's Camry. While there's no denying there is a large market for value-priced cars, by competing directly against those products BMW would be putting its margins at risk. More importantly, it would be ample reason for investors to wonder whether BMW executives had lost their minds. Why would they suddenly abandon what they did best -- engineering interesting products -- and start trying to sell family econo-boxes?"

Perhaps BMW could create (or purchase) a second brand that sold cars that were not quite so expensive. Maybe comparable in price to other cars, but maybe a little smaller, and fun. Maybe they wouldn't use quite the same high-performance motor, tires, and other parts, so they could maintain reasonable margins even at a lower price, while providing a stair-step into the BMW family of brands.

Maybe they would be highly customizable, with users adding options that reflect their own needs and desires, building their car to order and tracking it all the way to delivery through the web.

But what could BMW possibly call such a company?