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 bought is increased 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 Crimson is each essentially the most technically spectacular M product we’ve pushed in years and one of the vital disappointing. It’s epically fast for a 6,000 lbs automotive and oozes a vibrant design path that exhibits how far BMW M can go on one finish of the spectrum. It appears aggressive and feels like an M automotive at sure moments however in our transient 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 guide transmission outfitted M2 which has all of the substances of the traditional 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 increased than we might like to see. However I may say the identical factor in regards to the E46 M3. The important factor is that it’s partaking and begs you to drive it arduous.

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 current 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 automobiles. 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 motive force is nearly as good as something in current reminiscence from the model. Actually it’s arduous to argue in opposition to it being the very best 4 door M automotive of all time. It’s that good.

Driving these automobiles again to again to again made it clear the M model nonetheless is aware of find out how to create distinctive driver’s automobiles that map instantly again to the roots of the model. It additionally underscores the M model’s ambitions to play in several components of the efficiency class. However does this breadth water down the model? For lovers I feel 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 standard M3 purchaser. Is {that a} dangerous factor? Provided that it drives core prospects 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 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 really 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 prospects and obfuscating actual M merchandise in BMW showrooms and within the minds of potential patrons.

There’s no argument that M Efficiency merchandise are wonderful merchandise in case you’re searching for a day by day driver. Which begs the query; ought to true M automobiles stand for one thing much less strange and extra particular? Ought to M rethink the best way they divide up their automobiles placing the extra pure efficiency machines at a distinct 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 had been all rear wheel pushed automobiles with guide transmissions and near 50/50 weight distribution. It doesn’t matter what Audi or Mercedes may create, BMW at all times had the higher hand by way of the center 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 guide is useless and all wheel drive must be a part of the longer term 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 homeowners wish to latch onto model that stands for one thing distinctive, constant and delivers worth different manufacturers can not.

Pure BMW M gained’t be the quickest automobiles in the marketplace. They gained’t be the most cost effective they usually could not even be the very best trying. However they are often the very best. They usually have to be the final word driving machine.