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A large amount of buyers buy the X3M because they need a family vehicle to replace their current M car that isn't practical to be used as such. Thus ride quality is important, it might not be in the top 3 but it's still a consideration. BMW made no attempt to make Comfort actually comfortable. And there's no reason they couldn't have.
And for the record, I could tolerate the OEM suspension just fine but I understand the complaints.
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