The current trajectory of BMW’s M series has sparked considerable debate among automotive enthusiasts. Once revered as the epitome of accessible sports cars that delivered performance exceeding their class, recent iterations have left some feeling underwhelmed. For a long-time devotee of the M brand, including extensive experience with the F80 M3 and its predecessors, the shift is palpable and disappointing. After years of attempts to refine the driving experience of the latest M cars, the decision to transition to a Porsche 911 underscores a fundamental issue: the newest generation appears to be, at best, an average sports car, a sentiment echoed in many Evo Car Of The Year Scans and reviews. No amount of modification seems capable of recapturing the magic of previous generations like the E9x M3. The fervent enthusiasm once held for BMW M is waning as the realization dawns that the current F8x M3 simply cannot be molded into the beloved E9x M3, regardless of investment.
The legacy of the M badge was built upon providing sports car thrills to a broader audience, consistently outperforming expectations. However, evaluations, including evo car of the year scans, of the latest M5 reveal a significant departure from this ethos, positioning it far from the sports car realm. Hopes were pinned on the M3 to uphold the sports car tradition, but it too has proven to be a frustrating experience for many purists. While the M2 is often cited as a marginally superior offering within the current lineup, it still falls short of the benchmark expected of the M lineage. The M4 GTS, despite its elevated status and price point, has faced harsh criticism in numerous reviews and evo car of the year scans, a stark contrast to the typically favorable initial impressions cars receive. This pattern of initial hype followed by critical reality extends to the M2 as well, which is increasingly perceived as just another average sports car offering in a competitive market.
There is a growing concern that BMW M is losing touch with its core enthusiast base. It’s conceivable that M division leadership may encounter critiques such as this, highlighting a crucial point: within a few short years, M cars risk losing their esteemed position as enthusiast favorites. The brand trajectory seems to be mirroring that of AMG, albeit with the preservation of a manual transmission option and marginally enhanced overall driving dynamics in certain evaluations. The disappointment stems from a perceived prioritization of profit margins over the maintenance of a distinguished heritage and brand identity. Given that M cars constitute a smaller segment of overall sales, the strategic decision to prioritize profitability at the expense of driving dynamics and driver engagement seems particularly misguided.
In no uncertain terms, the executives steering the M brand’s direction are failing to uphold its legacy. Were a leadership change to occur at BMW, a complete overhaul of the M division’s management, potentially drawing talent from brands like Porsche and Ferrari that demonstrably “get it,” would be a necessary course correction. The emphasis must be redirected towards the dedicated enthusiast community, reinforcing M cars as the quintessential “ultimate driving machines.” The current path risks transforming the brand into merely a BMW-branded AMG equivalent within a single generation, a prospect that deeply concerns long-time M enthusiasts.
