Article: The Death Of BMW’s M Brand ?

[Divio]

Jalopnik Article . . .

This guy goes abit over the Top? Or you agree with him?

by Bill Caswell
BMW's announcement today of the Lime Rock Edition M3 was the final nail in the coffin for me. The company that claims more 24-Hour wins at the Nürburgring than any other manufacturer just launched a track edition M3 that offers no serious performance improvement over the current M3.

It's basically bolt-on Pep Boys parts like a flat bottom Knight Rider steering wheel and special paint. And I'm guessing there is a Lime Rock track map sticker somewhere or a plaque on the dash that tells you this is something special. But that's just it. This isn't something special. It's simply a marketing exercise. A fraud. Not unlike pumping a fake engine noise through the car stereo like BMW does with the M5.

It's for guys who want to be associated with racetracks but don't actually go to the track themselves. It's for the modern poser racer. A luxury version of those fast and furious Honda civics with race seats and belts but stock engines that kids drive around on the street.

I can't wait to meet the guy that buys these Lime Rock editions. He's the one that checks out of his hotel in the morning wearing his fire suit for his BMW CCA driver school session that doesn't start till 10 am because he wants the girl at the front desk to know that he is "racing" today. That guy.

The one that wears a firesuit because he wants to be a racer even though he's in his street car that he takes to the train every day. That's who will buy this car.

So why is it so painful? The M brand used to mean something. Really mean something. To me and auto enthusiasts everywhere. I can't think of a performance division of a company with more creditability than BMW's motorsport brand back in the 1970s, 1980s and 1990s.

To fully appreciate this you need a little history in BMW M brand. It was created to build homologation specials. Cars built for specific racing series in minimum quantity to meet the rules. It started with the M1 in 1978. Then came hand-build 5 series cars that at one point were the fastest sedans in the world – as delivered from the factory.

Next came the original M3, known to us car guys as the E30 M3. Built by BMW for one purpose. To win races. And it won so much its known as the most winning chassis in touring car history. This was BMW's M brand.

So what is it now? Besides the M3, we have an M1 (or 1 Series M Coupe so it's not to be confused with the real M1).

To be fair, this car is amazing. I love it. But BMW built 800 or so and called it a day. Did one go racing? Not that I know of. And then there are the M brand SUVs: an X6M and a X5M. Did either of these go racing? Sort of. BMW gave one to a journalist to compete in One Lap of America this year and it got beat by a Jeep Cherokee. A Jeep Cherokee took down the M Brand. (Ed. Note: Matt Farrah should be along soon to explain how the Jeep was modified and the X5 M was not.)

Now to be fair BMW ran the new M5 — yes the one with the fake engine noises — in One Lap and it won its "Luxury Sedan" class. So my point is that BMW no longer makes high performance automobiles known as the Ultimate Driving Machine. They now make luxury automobiles that are the ultimate motorsport poser mobile.

There is no car that says "I want to pretend I'm a performance driver, a racer, but never go to the track" more than the current M brand. It's a fraud leveraging the company's rich racing history and it pisses me off.

Let's took a look at that racing history that the brand was created for. When was the last time BMW won an F1 race? Le Mans? Any of the large sports car races other than Sebring? I'm ignoring Grand Am where BMW races against KIAs and Dinan builds engines for a prototype team. That doesn't count as a factory program. About the only major race on the planet that BMW M won that impressed me as an enthusiast was the Nürburgring 24, which happened last in the ALMS M3 car in 2010.

Ever seen that ALMS car? Its nothing like the production car we buy. It has double wishbone front suspension. EVERY M3 ever sold has McPherson front struts. And we haven't even gotten to the weirdo rear transaxle deal with its built-in air conditioning pump. Huh, was that a factory option?

My point is that BMW used to build amazing street cars to meet the rules of racing and win. Now they choose races with loose rules and bring cars nothing like the one we buy and turn around and sell us models that have nothing to do with racing other than the sticker on the dash.

So back to today's Lime Rock Edition M3 that BMW just announced. How does this thing even get approved? I can picture the conversation in the marketing department now:

BMW Marketing Guy 1: Guys we really need to leverage our M brand.

Let's release an M3 with a race track associated with it. Yeah like that big one in Germany Nutterburgerringring or something. But I hear that place is expensive to rent, maybe we should use that track near headquarters here in the US, Lime Rock?

BMW Marketing Guy 2: Yeah!

BMW Marketing Guy 1: Don't we already sponsor that track? Sweet, lets make a lime rock edition.

BMW Marketing Guy 2: Whats that mean?

BMW Marketing Guy 1: I dont know but people will think its special.

BMW Marketing Guy 2: Really? Why?

BMW Marketing Guy 1: Well, because we'll paint it a special color and add all our interior add ons like the Knight Rider wheel with the flat bottom!

BMW Marketing Guy 2: But shouldn't it have a signfiicant increase in performance to have a racetrack badge on it?

BMW Marketing Guy 1: No, No, No, the car doesn't need to be faster or handle better because we named it after a racetrack! Just the opposite. Leave the engine the same and give it one of our handling packages that we already have. Like the competition package, that sounds like it should be on a track car.

BMW's Motorsport Brand has lost its soul, and will slowly fade into marketing mediocrity. A friend pointed out another company with a rich history in racing that abandoned its roots and went after the luxury auto market: Saab.

Obviously, BMW wont go bankrupt anytime soon, but what happens when all the luxury buyers that fell in love with performance brand in the 1980's stop driving cars? I don't have that answer but three years ago I asked a marketing executive at BMW this exact question after he told me BMW was supporting Golf and Yachting.

His response was along the line of 'I don't know, I won't be working here when that happens.'

Time will tell.

 

[///Shaun]

On a side note

Competition Pack vs the Normal V8 M3 , one will be amazed at the differences when driving it.

My two cents worth.

 

[Wes]

The author does make a fair point.

And people will queue for days to buy this new special edition, just because its a special edition.

Look at what happened to Subaru. They used to make awesome cars. These days they seem to have lost the plot a bit. Whens the last time you heard someone say "Im gonna go buy the new STI instead of ANY STI from '99-'07.

BMW used to stand for Sheer. Driving. Pleasure. And the ones we lust after all share those same qualities.

The newer BMW's are amazing - absolutely yes, but its more about JOY. (If that makes sense)

My 2c

 

[///Shaun]

Maybe its just me but anything that comes from the M division is just spectacular to say the least , yes it may sound like a yuppies version of a racetrack car but Im more than positive theres more to this car that meets the eye.

 

[v1p3r]

I think people who write articles like this are looking for more views because of sensation.

The current ///M3 still all but dominates the C63 and RS5 in most comparisons, has won acclaim the world over and the next one should be no exception

The ///M5, 1 ///M Coupe, ///M6 and ///M6 convertible are all winning praise from plenty of reputable reviewers.

This is different to what Mercedes-Benz does where they make the SLS for example, and less than 6 months later bring out a Black Series or SLS GT that has 20 more kW and 0.1 sec reduction in 0-100 sprint times, plus red seatbelts. BMW are creating special versions in limited numbers for a select number of its loyal customers. Look at the Lime Rock Park edition model...I could not give a crap, but BMW knows there are a bunch of enthusiasts who visit Lime Rock park regularly in their ///M3 Coupes and most of them will opt for a "special" version just for them, that will be of importance to them and anyone who feels that they have a soft spot for the track

It's not uncommon for manufacturers to bring out a couple of end of line models that are optioned up or fancified with a few add ons to give it a good sendoff before the next version arrives

People even buy colours on the name instead of the look of the car sometimes, like some Brits have bought Silverstone ///M cars, while Singapore Grey or Sepang Bronze are doing well sales wise in those regions. BMW do their market research and know what is wanted. I'm sure the marketing department sits and chuckles at articles like this because they know Autoexpress, Evo, Car, Motor Trend, Inside Line, Autoblog, Autocar, auto motor & sport etc all give their cars great reviews and they make their sales anyway

If you had the money, would a end of model line Lime Rock Park version of the E92 ///M3 Coupe put you off buying the normal version of the best all round sports coupe in the world? Not me

Bill Caswell is looking for reads, and I guess he achieved that.

---

Maybe it should have been called "The Death of Objective Journalism"

 

[Caddy101]

The author makes a good point.

Generally, Americans in America, have always had a culture of consumerism. This is the obsession of buying stuff not because you want it or need it, but simply because its in fashion. Brand loyalty is slowly dying and consumerism is becoming a global culture.

Companies have caught on and they have just become soulless businesses. They no longer have that sense of nostalgia about them, its just work and you (the customer) are just a number. A figure on a financial statement.

When last did any motor manufacturer make a proper limited edition?
A proper collectors item?

Nowadays they use fads like L.E.D lights and "xxx Edition" and "xxx Package" to sell cars.

Where are the models with proper stories behind them? E39 540i, the E30 325is, 333i, 733i...

When last did we see anything with nearly as much character and personality as those cars? A car with a story to tell

 

[Luis Malhou]

I agree with the author somewhat, but all manufacturers do limited editions. The loyal brand guys will buy what they know is good.. so not everyone falls for the special editions..
BTW someone needs to tell the author that the first 'M' car was the 76 530MLE like mine and Siths...NOT THE M1!!

 

[Zack]

The only fear I have is that they are flooding the market with new M models. Back in the day when you had a M powered BMW you had a real special car. Look at your current showroom. You have the new 1M. Rumors running around of the 2M series. You have the good old M3 sedan, coupe and Convertible. The M5, the X5 M, the M6 coupe and convertible and the X6 M. If there are so many then you feel less special driving a M? Is the M series becoming a common car?

 

[Divio]

. . ..
When last did we see anything with nearly as much character and personality as those cars? A car with a story to tell

Agree with Caddy101

 

[bmwforlife]

Bill Caswell in general and superficially makes a point but here is my counterpoint

1) How many M cars do you own Bill ? Drive one daily and tell me again it's not special and blows the socks off everything else on the road .

2) Can one find something rawer more potent of course you can but I promise you it will not be as safe or reliable as any of the M cars

M cars are and will always be special and to know this you must own one , live with one not drive it for two hours and then hypothesise on it ad nauseam .

With apologies to Blaise Pascal for the bastardisation of his gambit

I wager anyone to drive an M car for a month ...everyday in varying situations and come back and not be impressed if not besotted .

 

[Fordkoppie]

I agree with the poster.
Most manufacturers do this type of thing lately. Posers!

 

[moranor@axis]

lol agree... if they want to sell a race track special it should be a race track special not just some paint...

if they want to make a funny paint edition they should not then name it after a track...

 

[e46monk3y]

As much as it pains me, I agree with most of what he says...

When ///M bring out a 1500kg N/A V10 with 550bhp supercar ala M1 then I will be reassured..

Unfortunately I know it won't happen..
Look at how diluted the brands become.. X5M, X6M, M550D, M135i, M6 GC (Gran Coupe) all these new M performance models..
Turbo charged, automatic, 4 wheel drive on a ///M car??
The new M3 or M4!!?? Yes! That should tell you it's marketing, how can you change the badge of the most succesful sportscar in touring car history?

The greenies have stuck the greatest nail in all what with their emmisions laws, regulations etc
Now BMW have seen that no more glorious N/A V10's, V8's are a viable money spinner hence they are milking the M brand for all it's worth.

So garage your e90/92 M's, e46M's, e36 M's all the 'proper' ///M cars cos they'll be worth gold dust in future when everyone's potting around in their FWD or AWD electric 'sportscars'

Hope I'm wrong but this is how I see it happening..

 

[calypso]

Bill Caswell in general and superficially makes a point but here is my counterpoint

1) How many M cars do you own Bill ? Drive one daily and tell me again it's not special and blows the socks off everything else on the road .

2) Can one find something rawer more potent of course you can but I promise you it will not be as safe or reliable as any of the M cars

M cars are and will always be special and to know this you must own one , live with one not drive it for two hours and then hypothesise on it ad nauseam .

With apologies to Blaise Pascal for the bastardisation of his gambit

I wager anyone to drive an M car for a month ...everyday in varying situations and come back and not be impressed if not besotted .

Go Google the guy, he is very much a BMW Fanatic.
I also agree the M Brand is being prostituted for just commercial means. The M badge lost its wow, seeming at though BMW slap it on just about everything they make.

 

[Nic_s]

He's not saying new M cars ain't brilliant, he's saying that the M badge and it's history is more and more being exploited by the marketers. I'm surprised they haven't used the words "New and Improved" and "Money back Guarantee" yet. :shakehead:

It used to be that if you own an M3... you owned an M3. Now you have a M3 Lime Rock Edition, M3 Frozen Edition, ect. and although they are still brilliant cars, what are you REALLY getting with your SPECIAL car? And what's next... they gonna start bringing out "special" cars named after cities?

The M3 Cape Town Edition... limited edition with dash shaped like Table mountain and every time you plan a trip it rains in the car. No performance increase though. :thumb:

I firmly believe that when it comes to an M car, less is more in the sens that an M3 should just be an M3 when it comes out the factory. Not that I have an issue with special editions, but then it should be really special like the 1M Coupe and not just another M with weird paint, no improvements to the car itself, and then say "we only building 500" to make it "special".

 

[Divio]

LoL "they" done it...
Porsche and Fezza Came out with Special China Editions for the 997 Turbo S,the 458 and 599 . . .

 

[bmwforlife]

There is no car that says "I want to pretend I'm a performance driver, a racer, but never go to the track" more than the current M brand. It's a fraud leveraging the company's rich racing history and it pisses me off.

How is the above quote not an indictment of the M cars of today in general and a critiscism of their brilliance ?

It is selfevident that he is critical of the M brand in general and my point of departure is that although al brands develop and change sometimes for the worst sometimes for the best I feel that the M brand has stayed as close to its roots as possible whether the so called experts out there believe it or not .

For petes sake when the E36 M3 was released every journo and expert out there bemoaned the loss of a driver's car calling the E36 M3 a softer , toned down ,grey version.

How many of us who own one agree with that today ? Take an E36 M3 out on just about any road drop a gear or two ,floor and turn the wheel and see if it doesnt try to kill you . Fact is too many people spout philosophical ideas based upon their interpretation of events based on a smattering of knowledge and even less experience and then become the source of all info and referred to as authorative .

My experience of M cars are as valid as his because I own and drive them daily and have for years so its not based on my musings , you tube videos or what my buddy told me over a beer and until such time as I drive an X5m or X6m I will reserve my opinion as to whether they are any good or not .

I have a suspicison that they are great cars and do you know why that is ? Because they are M cars :thumbs:

Anyone thinking differently should go back to the sanitorium he escaped from and ask for his medication before setting out into the world again

He's not saying new M cars ain't brilliant, he's saying that the M badge and it's history is more and more being exploited by the marketers. I'm surprised they haven't used the words "New and Improved" and "Money back Guarantee" yet. :shakehead:

It used to be that if you own an M3... you owned an M3. Now you have a M3 Lime Rock Edition, M3 Frozen Edition, ect. and although they are still brilliant cars, what are you REALLY getting with your SPECIAL car? And what's next... they gonna start bringing out "special" cars named after cities?

The M3 Cape Town Edition... limited edition with dash shaped like Table mountain and every time you plan a trip it rains in the car. No performance increase though. :thumb:

I firmly believe that when it comes to an M car, less is more in the sens that an M3 should just be an M3 when it comes out the factory. Not that I have an issue with special editions, but then it should be really special like the 1M Coupe and not just another M with weird paint, no improvements to the car itself, and then say "we only building 500" to make it "special".

 

[UpNcOmiNg!]

To an extent I agree but it doesnt detract from the car one iota!
The marketing strategies are in place to create a sense of worth around a car or a brand that either didnt exist or did exist but that they want to maximise and capitilise from.
What business wouldnt do that? And if you dont, how long do you expect to survive, let alone flourish in an increasingly competitive market.
I agree that BMW should be doing more on the racing side fo things instead of leveraging from the past and from some inconsequetial race track down in the States.
The pedigree that the ///M range was bourne from should be upheld in some way, shape of form OTHER then by how the road car beats everything on the road.
But then again, what more of a point do you need to prove?

Unfortunately, these days, I dont think standard cars are for purists any more. As contradictory as that sounds. But that doesnt mean that they arent AMAZING cars in whatever situation you put them in, as is the case with the ///M range.
Want to chill? Ok
Want to thrash it? OK
Want to put it on the track and drive home again? Perfect.
Want to take a long drive and NOT feel like your kidneys are going to pop and your spleen rupture AND still be able to do so quickly? Sure, stop off at the gas station 1st

---

///M is still ///M!!!
Full stop!!!

When people who dont yet know what it means still want it, there must be some truth to the tales of its brilliance!!
And there is! And more!!!

 

[moranor@axis]

it all comes down to creditability...
slapping some paint on a car does not make it a track car... so then dont sell it as that...

If they set up the suspension for that track even if they set it on the comfort side of things... then the car has enough credibility to call it the Lime Rock Edition...

slapping paint on and changing the steering wheel is a joke...

 

[v1p3r]

"The Death Of BMW's M Brand" remains a gross exaggeration.

How does the Lime Rock Park edition take away all that is good from ///M?

If someone can explain that I'll accept the article isn't in it's foundation a crock of s**t