It is all about name.
Ford builds cars for ordinary people, BMW is for those with money to waste. You can't have snob appeal if the common man can afford one. So to keep the rest of us undeserving persons from owning one they jack up the prices on the cars, and make sure they need frequent trips to the shop. That way only those that do not understand the value of currency will buy one and the rich can have a car that only they can afford.