BMW is very well aware of the fact that its top of the halo M badged high performance models are lusted by many but few could afford them. The average age of BMW owners is now between 10 to 15 years older than in the late 80s, when the iconic E30 M3 was first released. The new BMW 1 series M Coupe is the Bavarian manufacturer's latest attempt to lure younger buyers away from Japanese models.
The 'BMW M' brand is one of the most valuable in the industry, stepped in history and recognized by many as the pinnacle of German engineering. Aside from creating high performance M-badged variants of its otherwise run of the mill models like the 3-series, BMW has been milking the M's recognition via its M Sport accessories package.
There is however a big gap between slapping M Sport accessories and the real deal M car. Now, BMW intends to plug the gap and milk the M brand's value further by creating a new range called 'BMW M Performance Automobiles.' Like any proper M badged BMW model, the M Performance range will be developed by BMW M GmbH. BMW says the BMW M Performance Automobiles range will offer exclusive engine variants, noticeably enhanced agility and outstanding precision on the road, plus design laced with emotional appeal. BMW did not mention what models within BMW's stable will given the M Performance Automobiles treatment but expect more details to be announced at the International Geneva Motor Show 2012 (March 8 – 18).
From BMW's press release - "We are targeting our efforts at customers looking for more emotionality and more performance, but who don’t want to forgo the everyday usability of their cars,” said Dr Friedrich Nitschke, President of BMW M GmbH. Nitschke announced plans for further additions to the new product line-up, referring to “a range including a wide variety of model series, as well as both petrol and diesel-engined variants”. The intelligent all-wheel-drive system BMW xDrive would also play a significant role in the BMW M Performance Automobiles, he added.
Dr Friedrich Nitschke, President of BMW M GmbH
Reading between the lines of Dr Nitschke's words, we believe it is fair to interpret BMW's recent move as to allow allow BMW to build the next generation M variants of its diesel, AWD, electric and hybrid front wheel drive models.
BMW aficionados have this unexplained passion to take it upon themselves to defend the purity of BMW M values - that an M car must adhere to the holy trinity of being petrol powered, rear wheel drive and normally aspirated, bounded by the gospel of M bodystyles dictating that M cars must not be an SUV or a limousine. But cars like the X6M and X5M and the turbocharged 1 series M Coupe have shown that BMW regularly reinterprets these commandments based on market demands. However there is a limit to how much BMW can reinterpret these tenets. A diesel is definitely no, so is a hybrid.
Very soon BMW's flagship performance car is not the BMW M5 hyper saloon but the Ethan Hunt's i8 hybrid supercar. What happens to the M brand then? Surely BMW wants its next generation flagship car to continue receiving the M treatment. It is afterall BMW's DNA. I wonder what are they going to call it though. Mi8 anyone?
BMW's next flagship car - the Mission Impossible 4 star BMW i8 hybrid supercar
The M Performance Automobiles range presents an open canvas for BMW to reinterpret its next generation high performance automobiles without being weighed down by baggages from the dinosaur era.
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