In the later part of the eighties and the beginning of the next decade, BMWs became the car of choice for a rising group in America: young urban professionals, soon known as yuppies. The group became known for its elite tastes, wanting products that set themselves apart from the masses and adorning their cars with the bumper sticker "He who dies with the most toys wins." The BMW had "unpretentious exclusivity," said executives, and the image of having an upscale car but not needing it to be over-the-top appealed to the new group of professionals.
