BMW M is now 20% of BMWNA’s whole gross sales within the US. That quantity is each spectacular from a model success story as it’s a enterprise success. Certainly which means BMW’s common unit value for every automotive offered is larger due to it. However has that development come on the expense of the BMW M model itself? We drove three of M’s newest merchandise again to again to again and got here away with some ideas.
Let’s begin with the newest product to problem expectations of what an M automotive will be. The BMW XM Label Crimson is each probably the most technically spectacular M product we’ve pushed in years and one of the crucial disappointing. It’s epically fast for a 6,000 lbs automotive and oozes a vibrant design course that exhibits how far BMW M can go on one finish of the spectrum. It seems to be aggressive and seems like an M automotive at sure moments however in our temporary expertise it merely doesn’t really feel like an M automotive. Behind the wheel it’s extremely spectacular little question. Nevertheless it in our time with the XM in and round South Carolina mountains roads it by no means reached the engagement ranges of even an X6M.
On the opposite finish of the spectrum is the brand new handbook transmission outfitted M2 which has all of the elements of the traditional BMW M system. It’s responsive, participating and at instances demanding. Briefly its attributes are why so many people fall in love with the M model. It’s not good because the 1>2 gear change will be lengthy and cumbersome and the load is larger than we might like to see. However I might say the identical factor in regards to the E46 M3. The vital factor is that it’s participating and begs you to drive it exhausting.
Then there’s the M3 CS – the present fanatic halo product from the model. Regardless of the load and regardless of the torque converter auto, it’s a complete revelation. Much more than the latest M4 CSL, the M3 CS feels nearer to the core DNA of the M model. It has all of the consolation of a household sedan but all of the efficiency (and extra importantly) the engagement of the perfect M vehicles. It is a automotive that may do 0-60 is 2.7 seconds whereas comfortably carrying 4 adults with baggage for hours. However extra to the purpose the suggestions that it delivers to the driving force is nearly as good as something in latest reminiscence from the model. In truth it’s exhausting to argue towards it being the perfect 4 door M automotive of all time. It’s that good.
Driving these vehicles again to again to again made it clear the M model nonetheless is aware of methods to create distinctive driver’s vehicles that map straight again to the roots of the model. It additionally underscores the M model’s ambitions to play in numerous elements of the efficiency class. However does this breadth water down the model? For fans I believe there’s somewhat query it’s doing that. From our personal qualitative observations the XM buyer appears fairly totally different than what we’ve seen from the normal M3 purchaser. Is {that a} dangerous factor? Provided that it drives core clients away from the model. Whereas we don’t have information on that (absolutely BMW is taking a look at this now) we are able to’t think about it’s not turning some away.
However extra importantly to us is that it’s muddying the water by way of what the model stands for. BMW M can declare it’s aim is to be the “Final Driving Machine” in each class. However is that what the BMW XM truly is? It’s not near what the Cayenne Turbo GT can accomplish neither is it as simple on the eyes (it’s additionally 1,000 lbs heavier). After which there’s the M Efficiency merchandise. They’ve been vastly profitable for BMW and have added materials income for the model. However they’re additionally complicated clients and obfuscating actual M merchandise in BMW showrooms and within the minds of potential consumers.
There’s no argument that M Efficiency merchandise are glorious merchandise for those who’re searching for a every day driver. Which begs the query; ought to true M vehicles stand for one thing much less peculiar and extra particular? Ought to M rethink the best way they divide up their vehicles placing the extra pure efficiency machines at a special stage than the M Efficiency and even its present M crossovers?
For years BMW M had purity on its aspect with a transparent technical technique that wasn’t about velocity however about engagement. They have been all rear wheel pushed vehicles with handbook transmissions and near 50/50 weight distribution. It doesn’t matter what Audi or Mercedes might create, BMW at all times had the higher hand by way of the guts and soul of the fanatic market as a result of it began with a stage of engineering purity and product consistency that nobody might match.
Sure the handbook is useless and all wheel drive must be a part of the long run given the degrees of energy and torque that’s demanded by customers. However that doesn’t imply there nonetheless can’t be highly effective and distinctive causes to imagine for the M model. Potential house owners wish to latch onto model that stands for one thing distinctive, constant and delivers worth different manufacturers can’t.
Pure BMW M received’t be the quickest vehicles in the marketplace. They received’t be the most cost effective and so they could not even be the perfect wanting. However they are often the perfect. And so they have to be the final word driving machine.
