BMW 2 Series is tightly tuned, but a tight fight

Athletically, the number 2 connotes a loser, a sad runner-up. But commercially, the number has had an unusual upside – with auto rental company Avis, which leveraged its underdog status with the famous tagline "We try harder," and with BMW, who first assigned the number to its classic 2002 sport sedan and is now reassigning it with an all-new 2 Series coupe.