With the introduction of the “M-Performance” line, BMW once again is trying to stretch the “M” brand to cover all matter of sins. Just how special is that “M” badge going to be, 5 years from now?
M Division are the world greatest automotive sub brand. They originally started with a simple plan. To build small discreetly styled sedans with super car slaying performance. All cars would be have high revving naturally aspirated engines and drive the rear wheels through a manual gearbox.
This plan had led them to glorious success over the years. The M cars being the epitome of BMW’s slogan “the ultimate driving machine”.
All M cars were glorious. M3′s M5’s and M6’s all supercar slayers in discrete business attire. Seeing an M badge was akin to seeing a SAS tattoo. I meant so much with so little.
Now though I’m not so sure.
Now though I think BMW has gone slightly soft. Their slogan which once proudly stated “the ultimate driving machine” a core belief that radiated through all their models and epitomized in their M cars. It is now changed to “sheer driving pleasure”.
I cant help but feel that this is a cry of middle age. Like a retired olympian.
“Who cares about ultimates, I just want to have fun.”
This new relaxed effort can be seen in the M-range. Their ranks are now infiltrated by the x6 + x5m SUVs.
SUV’s do not belong in M-divison.
This has been reiterated by the use of “m-sport” packaging. Icing normal BMWs with M logos and wheels is a travesty. Do you think any soldier would happily wear SAS or Navy Seal badges if they hadn’t earnt them?
No of course not.
But this badge stretching has now opened the door for the “M Performance” line.
A range of normal bmw’s with handling, power and cosmetic upgrades from M-divison. Designed to let the cars sit above the normal range with “m-sport” packs, but below the true M-division cars.
You see how complicated it is. How does that fit in with the M ethos?
It will be now possible to get a 4wd deisel 5 series wit “M-sport” and “M-performance” upgrades. Yet it is not a true M5.
So does the owner of that car have a M car? I would say not, but I’m sure the general public might think they do.
Maybe I’m looking at this wrong, maybe such cars are exactly what the public wants. Only enthusiasts like me will think of it as a travesty.
I don’t know, I remember the excitement I used to feel when I saw an M badge. Knowing that it was ultimate. Knowing that the best of the best engineers in the skunkworks of BMW engineered this car to be awesome. That the head of M-divison would not sign off on it untill he knew it was perfect. These were cars that would embarrass Ferrari and Porsches yet look like any old exec saloon.
This was the magic of M division.
Now I’m sorry to say that the badge just illustrates the fall of the brand.
M stood for ultimate.
What’s ultimate about a pick and mix options pack for a mid level execu-wagon.
Or put it another way.
When explaining you BMW to a pretty girl do you want to say “my car is a M3 , the best BMW makes”.
Or do you want to say
“my car is a 3-series that has a parts from another division in BMW designed to make it look like their best cars, but really I’m only pretending to make my car look good in order to impress you and my mates as I cannot afford the best of BMW…. Please don’t leave.. It’s from their M Performance line, that’s like the best right?! Right?!?! It’s a sensible economic designed car that fills a gap in the market…. Hello?”.