Many BMW owners doubtless buy them for what they take to be quality engineering, but the ones I was talking about go for what they no doubt see as some kind of "assertive, dynamic go-getter" image. From the viewpoint of most non-BMW owners, that same image becomes one of "pushy tosser".
I didn't think Saab had any particular image. People that encounter me on the road in my 9-3 obviously get the impression that they tend to be driven by super-stud driving-god types.
Cheers,
Colin.