Anyway thought the tyres, paint, steering wheel, engine, gearbox are all options on BMW?
Perhaps that used to be the case, but I think you'll find that they are on par with Audi etc now in terms of standard specification.
A lot of people are very loyal to their car brands. There are millions of people who will always stick with BMW and not consider anything else, likewise with Audi/VAG.
Your quote above suggests to me that you've immediately discounted BMW without even doing some basic research and even giving them the light of day! .....which, of course, is entirely up to you, i just find it a shame that's all. My father for example was always loyal to Jaguar...i love Jaguar blah blah blah. It took me the best part of 5 years to even convince him to just look at the alternatives. BMW was one of them. Now he has BMW and can't believe that he spent all those years in Jags. Don't get me wrong, I'm not putting VAG on par with Jag because they are completely different manufacturers with different brand values and target audiences, and also I'm not suggesting that you are so brand loyal as that, but it was just an example.
Let us know what you decide on