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It has to do with meeting U.S. regulatory specifications. While EU and U.S. standards are quite similar (emissions, lighting, etc) they are not the same. Someone importing an EU spec car to the U.S. could not register/license it without making changes to meet U.S. law. Changing out a few lights is one thing, but it usually involves various safety and emissions gear which is not so simple (or inexpensive). We need to have BMW build the cars to U.S. specs - they won't do that unless they think they will sell enough to make the investment worthwhile.
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