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 meaning BMW’s common unit value for every automotive bought is greater due to it. However has that progress 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 most recent product to problem expectations of what an M automotive could be. The BMW XM Label Pink is each probably the most technically spectacular M product we’ve pushed in years and some of the disappointing. It’s epically fast for a 6,000 lbs automotive and oozes a vibrant design path that reveals how far BMW M can go on one finish of the spectrum. It appears to be like aggressive and appears 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 doubt. 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 components of the basic BMW M components. It’s responsive, partaking and at occasions demanding. In brief its attributes are why so many people fall in love with the M model. It’s not excellent because the 1>2 gear change could be lengthy and cumbersome and the load is greater than we might like to see. However I may say the identical factor in regards to the E46 M3. The essential factor is that it’s partaking 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 very best 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 reality it’s exhausting to argue in opposition to it being the very best 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 how you can 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 lovers I believe there’s slightly query it’s doing that. From our personal qualitative observations the XM buyer appears fairly completely different than what we’ve seen from the normal M3 purchaser. Is {that a} unhealthy factor? Provided that it drives core clients away from the model. Whereas we don’t have knowledge on that (absolutely BMW is taking a look at this now) we will’t think about it’s not turning some away.
However extra importantly to us is that it’s muddying the water when it comes to what the model stands for. BMW M can declare it’s purpose 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 earnings for the model. However they’re additionally complicated clients and obfuscating actual M merchandise in BMW showrooms and within the minds of potential patrons.
There’s no argument that M Efficiency merchandise are glorious merchandise in the event you’re searching for a each 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 pace 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 may create, BMW all the time had the higher hand when it comes to 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 may match.
Sure the handbook is lifeless and all wheel drive needs to 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 consider for the M model. Potential house owners need 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 available on the market. They received’t be the most cost effective and so they could not even be the very best wanting. However they are often the very best. And so they should be the final word driving machine.