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To be honest I feel like BMW started diluting the M brand when it stopped making bespoke engines, yes the S55 is different from the N55, but its not special.
That being said I could care less what letter they put, but there is a difference, the M performance variants have done an awesome job catching up, but just like the C43 AMG both great and capable cars they are add on packages to the stock C or 3 series.
The M is still (sans the engine) designed differently from the ground up.
I really dont think it matters or care, but if I had an M340 I wouldnt consider it an M car, just like I stopped considering the S4 part of Audi's real S line once they dumbed it down.
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