I bought my first BMW in 1977, it was a 1975 Daytona Orange R90S. I really enjoyed the character of that bike and the exclusivity of the brand. You didn't see BMWs on every corner.
I also enjoyed the comradery revolving around everyone riding a horizontally opposed twin engine. I attended many regional rallys including several national rallys in 1982, 83, 84, 88, and 89.
Since then BMW has manufactured many different engine designs and styles of motorcycles. Their ownership has grown tremendously and the exclusivity factor is gone.
1985 was the start of this three and four cylinder K bikes and it grew from there. I bought a new K 75 and had variations of it for 27 years
As I look back, there is really something special about everyone riding a similar type bike with the same horizontally opposed engine, much like Harley Davidson with their V-twin.
I bought my Moto Guzzi 1200 Sport in late 2013 looking for that character, exclusivity factor, and comradery. It didn't take much riding to realize Moto Guzzi had the character and exclusivity. After attending the national rally this past summer in New Hampshire, I've found that camaraderie that was lost with BMW but even better!
Growth?... Just be careful what you ask for.