So, it's another day and another episode in the BMW Heresies story.
Episode III - The uncompromising Motorsport Division, compromised.
BMW of late is a car maker that prompts the informed motorist more and more to ask the question - why? Why, did we ever - credit crunch, fuel crisis lnotwithstanding - need an M badge to be tacked on to the back of an SUV? Isn't an X6 xDrive50i all the sports activity coupe any rational BMW buyer would want? I want to know, at what point is an X6 xDrive50i not enough? I'm really curious about the demographic and profile of this buyer. Potential Panamera Turbo buyer with a secret penchant for raised suspension and seating position?
In this, the quantum shift for the M-Division, BMW in one fell swoop tell us that the combination of AWD, sport utility, turbocharging and (of all bloody things) a conventional automatic are all entirely acceptable concepts at BMW M and that what has come before it is now, to quote the term, passé. The X5 and X6 M are indicative of an inconsistent message from BMW. Sure, BMW needed to the M identity to be more flexible, more universally applicable along the lines of an AMG badge that can be readily affixed to just about any Mercedes Benz in the range without raising the ire of its long-time enthusiasts and loyalist customers. Talk about shock tactics - no let-em-down-gently approach here eh?
The problem is wrought out of BMW's own doing; their uncompromising approach in the M-Division over the years gone by and the vociferous message behind this created an ever-increasing set of limiting parameters within which to market the M badge to a burgeoning base of consumers more intent on the brag-factor of parading an M badge than the passion and purpose of the Motorsport ethos.
And so, in these times of environmental, financial and social circumspection, the idea surely, is to either market cars that are:
- socially responsible and sustainable
- or, if not, then at least the pure essence of driving pleasure, justifiable in the sheer joy they bring to enthusiasts because of their uncompromising nature.
The X5 and X6 M models represent neither and are symptomatic of the ever-present materialistic and irreverant image-driven consumerism in the automotive market. A two-ton, high-performance, gas-guzzling, V8 SUV with mammoth 315 section tyres is grossly inappropriate at this point in time.
Of course, I can't blame BMW, they've been set on a path of model proliferation en-mass for some time now and, well, if Porsche has a Turbo S Cayenne derivative and Mercedes Benz has an AMG ML model, then who am I to say that BMW oughtn't to join the fray?
Still, wouldn't it be refreshing to hear a car maker say that they would rather lose a few customers by not entering into a specific segment but would rather focus on making the existing model range better than their competitors...?
Yes, the pundits will argue that BMW are becoming a better brand but I'm not sure the same could be said of their cars.