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      01-26-2012, 02:19 AM   #80
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I'm sure there are people at ///M headquarters who are shaking their heads, like a lot of us are with what is a dilution of the M brand. IMO, it's all about share in the auto business and BMW is making a move to ensure long-term success. A couple things could be happening:

Secure and expand 'premium sport labelling' marketshare
Merc.,Audi etc. are all seeing success in selling volume through 'premium sport labeling' from their ultra-performance line, BMW has to make a similar move to insure keeping that market share long term. To points made here, almost everyone aspires to own a "M" car. BMW is simply providing access w/ a bit of price premium and making sure it's "tasteful"/meaningful in the spirit of M performance. You could say BMW performance is supposed to be that, but it simply doesn't mean the same thing and isn't enough of an equitable brand to the masses to appreciate it would seem.

Real M automobiles to become more premium (level up)
The good news is, that real M automobiles might have to be pushed up a couple levels in performance and finish. Unfortunately, that also dictates a larger price premium (e.g. Audi S vs. Audi RS), resulting in increasing the exclusivity of M cars. At the end, BMW comes full circle in keeping the real M cars exclusive and for the niche performance market they may have intended in the 80s with E30 M3.

Let's hope BMW isn't simply slapping that M everywhere and has a plan to elevate the real M cars to a distinct performance pedestal that we've all come to know and love.

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