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Here's my (un-asked for) take:
BMW has diluted the M brand by sticking the M logo by putting it on other cars.
Perhaps they copied Mercedes/Audi and figured they could squeeze some more money out of the consumer. I don't know - I don't care for it.
My other point of annoyance is the amount of M branding on an M car - like the M3, M5 have that area below the headrests that says M3 or M5 - why for god's sake?
Same with the dash - why does it need to say anything other than a simple ///M?
Same for the sides and grill - less is more, ffs.
I have the 'M sport package' on my car - I didn't order it - it just came with it. But that doesn't make it a true M car.
I know it's an attempt to brand it as something to make people pay more.
And I guess they can't say 'M lite' for things like the stiffened lowered suspension and some extra speed + idling rpm. All cutesy attempts at getting more money.
So it's all capitalizing on the M brand name, yes.
Good idea, not to the purist - but to the balance sheet, likely yes as they likely sell a ton of them.
Some happy accidents like the M240i, M340i but again, not true M cars.
Lets see, there's M2/M3/M4/M5/M6/M8 - but even that's too many M cars - and I'm sure I'm missing some)
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