The Future of BMW M: From Precision to Electrification

BMW M is at a stage where it is evolving fast to cater to the future demands of mobility. M cars are known to focus on precision, but is it really moving towards electrification and how does that fit in to the identity of the M badge?

In the recent years, BMW M cars have become bigger, heavier and more luxurious. It targets a different market now and have slowly moved away from the precision that the M badge is known for. However, there are also small and incredibly dynamic cars like the BMW M2 which give hope to M purists.

In an interview with BMW representatives, Motor Trend gathered more insight about the topic.

“Any M car has to be track eligible, and it has to do well on the track, especially the Nürburgring Nordschleife,” said BMW North America CEO Ludwig Willish. If this is not sufficient, enthusiasts can also choose to go for ALPINAs which cater to the demands of the purists. Van Meel is says that both ALPINA and BMW M have very different goals and these goals compliment each other. Ultimately, the partnership provides more choices for the customers of BMW.

“We are repeatedly asked whether M and ALPINA are competitors,” said Frank van Meel, head of BMW M. “We regard ALPINA as a strategic partner and a complementation of our portfolio. While M models have a clear orientation toward dynamics, agility, and precision coupled with day-to-day suitability, an ALPINA is an automobile for a very specific group of customers. The focus is on exclusiveness, individualization, and long-distance travel comfort.”