Having taken some time to read the press release, a few articles and the discussion that took place here, at GCF, I think it's time to write about my opinion:
I will start, not by saying if I like this move or not, but by identifying the gap between the top of the line regular BMW models and the respective M. It's a good sized gap, wide enough to fit an extra model and be even more competitive, both output and prise-wise. That said, what has to be decided is the character of the new model. Should it be closer to the M or the regular model?
Before focusing on BMW, let's see what MB and Audi do:
By looking at Mercedes Benz'es line-up, we see that there is no extra model between the top of the line X-Class and the AMG model. Yet, you can have an AMG badge in a regular MB, in the form of a visual upgrade.
In the Audi stable, the RS badge is only for RS cars. On the other hand, the gap between the regular A/Q_ model is bridged with an S model. There's the S-Line visual upgrades as well. Works well and doesn't mile the RS badge.
Now let's see BMW. By refusing to admit the existance of the XM twins, the M badge is so far, pure. The M-Pack visual upgrades are a nice addition to the regular models and they are still not a copy-paste work of the M models. This means that the M-Pack bumpers are different from the M bumpers, etc. About the gap: Bridging it horsepower wise, is relatively easy. But having in mind BMW's sporty past, it's kind of natural and logical that the gap will be bridged using a name of known sportiness and rich history. So the M letter was used.
Fact is that BMW could use other names as well. "Si" has worked wonders in the past and so has "iS". First was last used with the E30 320si, with the CF engine cover and the latter was last used with the first gen X5 4.8is, if I am not mistaken. Sporty combination of letters, but not as "powerfull" as the M letter.
Marketing wise and in any other perspective except the die-hard BMW fan's one, going M is the most logical move. But now the M letter is present not only in the form of visual upgrades and the top of the line model/legend, but in the name of the car that bridges the gap. Sure, it's here to sell, but overusing the M badge is really such a good idea?
That said, I fully understand the decision by the BMW board, to, once again, use the M letter, but as a BMW fan, I don't want to see everyone and his mother having, one way or an other, an M. M used to be special, whatever the form it came as, but now M is everywhere. I would prefer to see the gap getting bridged using the "is" or "si" naming, but I am most looking forward to seeing and experiencing the new M50d engine and whatever the 135M will be.
