With summer in mid-stride, roadster-buying time has arrived. Except people aren't buying— and one roadster they especially aren't buying is BMW's Z4, which has seen a sales reduction of more than 25 percent even though BMW is going crazy with incentives. There are both general and specific reasons for the decline: in general, $30,000 to $40,000 roadsters are very dependent on the economic climate— it's a big investment for what for most will be a limited use car, and in these economic doldrums, many potential buyers just don't have the cash to spare. And specifically, concerning the Z4, it's not moving because it's not physically attractive enough. The flame-surface exterior is interesting, but polarizing. And if nothing else, a roadster is a car to be seen in, so few are purchasing a car that many people find completely gross-looking.

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