The M division started in the early 70s to create high performance race worthy vehicles available to the public. As soon as the late 70s BMW was introducing 4 door sedans labeled as M cars. In the last few years they have added models that have an M label that have a 'true' M car in the same series. I question that logic. I think they are diluting the M brand. Doesn't seem like a good idea to have almost an M such as the M440i to muddy up the waters.

I understand their rationale to capitalize on the brand awareness and brand equity of the M label but I to question risking the exclusivity of the M label and the up pricing they command.

I have an X5m and I think it is worthy of the M label. The 0-60 times are right there with other M car models. The handling is amazing. I'm fine with it being an M. It is such a great vehicle I don't even think of it as a truck.

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X5 4.6 2002 Black Sap, Black interior. 2013 X5M Melbourne Red, Bamboo interior
Dallas