You tell me, what is the target market for the Z4? You're not going for the performance buyer and you put in a 300HP twin turbo? They softened up the ride, and shipped mostly loaded, auto transmissions to get what? Women with huge salaries and/or wealthy husbands? If they want a softer ride why leave on the run flats? I'll be honest I don't know what they were going for. I love the car (except for the run flats and twitchy steering) and I could afford one, but they lost me on price because it seemed too much money to me for an occasional, single purpose car, which is great fun but not very practical.
When I turned the car in at the end of the 3 year lease with 10,000 miles on it, it was worth less than the residual on the contract. I talked to some guys trying to sell their cars with no descent offers. It was then I realized how narrow the market is for the Z4. I could be wrong but if they had kept the price in the 30's, where they started, I think they would have been OK.