BMW will sell you a $32,950 car with less power than a Subaru BRZ. 180 HP from a turbo charged 2.0L inline-4.
Now, imagine that paired with xDrive. It's a $2,000 optional extra with a heaping helping of weight and extra drivetrain loss.
Oh, and the only "free" colors available are white and black. The rest are a $550 extra. And you get the same standard features that are available out of your average economy car.