Really not all that hard anymore. I am buying as a result of a having a 2 income household, no kids yet, and working for a number of years before buying something as special as a BMW. I am buying it for cash (very anti-debt) but I'd say the majority of the people lease anymore because there's no way they could afford to buy (except for the dot.com moguls!) That nuance actually took a little of the sense of achievement out of my purchase. If you do the math, you really don't have to earn that much to make a lease payment on a 3 if you're willing to make sacrifices in other areas of your lifestyle. You could make 30k/yr and if you lived in an apartment and had a roomate, probably be able to come up with the 5-600/month you need. I personally think it's foolish to buy/lease a car that costs even 1/2 of what you make a year but to each his own. I find it ironic that people seem to place such such significance to what you drive yet it has never been less of an indicator of financial sucess.