We all know that motorsport is more than just driving around in circles – it can actually influence the cars we buy and the technology that powers them. Car manufacturers that have racing history love to show this off, and BMW is no different. Ever since it tasked its M division to dominate touring car championships in the 70s, it has become synonymous with everyday performance. The same M4 that races at Le Mans can be parked on your driveway.
It’s not just the BMW XM’s fault that some people think the magic has been lost. Regulatory pressure has forced car companies to rethink how they do performance vehicles, and that rarely aligns with what petrolheads are after in their Bavarian machines. BMW has a huge task on its hands to keep Freude am Fahren (the Joy of Driving) their mantra.
What M Used To Stand For
First-Ever BMW M 3.0 CSLDylan Miles
M has been around for 54 years, starting off with just 35 employees to support BMW’s touring car ambitions in 1972. Its first success came in the 3.0 CSL, which was a roadgoing homologation special of the same car that took victory in the European Touring Car Championship six times between 1973 to 1979. Off the back of that success, the first M-badged road car came in the form of the M1 in 1978. That used the same engine as the CSL but stuck it in a body styled by Giorgetto Guigaro. It went on to spawn a one-make race series, too.
BMW M5 LineageBMW
What we now know as M-badged BMW models started with the E28 M5 in 1984. This had the same comfort and refinement as the regular 5 Series, but a 6.5-second 0–60mph time made it just as fast as sports cars of the time. But the E30 BMW M3 might be the most important M car in the company’s history, featuring touring car handling, a high-revving 2.3L four-cylinder and the same aesthetics as the actual race car.
The BMW E30 M3’s naturally aspirated 2.3-liter engine is robust, powerful, and it revs to more than 7,000 rpm.BMW
These early days of M showed that M was something to aspire to. Limited numbers (only 2,241 units of the E28 M5 were made) and actual race-derived parts were part of the mantra. Even in the 2000s when M rolled out a crazy V10 in the E60 M5, the engine still shared similarities with the company’s F1 division. They were true race cars for the road, and it was a real occasion to see that letter on a car.
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The Watering Down Of M Cars
2026 BMW M340i xDrive 50 Jahre EditionBMW
We love sporty BMWs here at CarBuzz, but we also know that M doesn’t quite hold the same weight as it used to. Whereas before the 2000s the brand was all about taking racing technology and homologation cars to the consumer, nowadays, it feels like it’s plastered across cars that have no relation to motorsport.
2024 BMW X2 M35i Blue Rear Angled ViewBMW M
There are also fractures in character through which cars get the M treatment. The badge that used to be reserved for only the most exclusive BMW models can even now be found on the X1 M35i – a car that doesn’t really get motorsport fans hyped up. Yes, it might not be a true “M” model, but that further waters down the exclusivity of that letter. Almost every model now has some sort of M variant.
“The BMW XM is outclassed in every department by the M2, which is the entry-level, and that just shouldn’t be the case. It’s also not very good at being an SUV. The ride is harsh even in the softest setting. The only compliments I can give this car is that it has lovely rear seats, and the electric-only range is a nice-to-have. But when was the last time you heard a typical M driver boast about how much electric range they get from their car?” – Gerhard Horn, senior editor, CarBuzz
You can see the change in brand identity through one of BMW’s most infamous designs. The BMW XM. It’s the second-ever M car built entirely from the ground up, following on from the BMW M1 from the 70s. It’s not quite what we think of when we think M, though, as SUVs aren’t destined to be race cars and don’t follow the same lightweight philosophy that used to be present for M. Yes, the technology might be inspired by the BMW endurance hypercar, but you wouldn’t be able to tell.
A Lack Of Long-Developed Character
2025 BMW XM driving front 3/4BMW
M cars are now safer, faster, and more advanced than they’ve ever been, but they also don’t feel as driver-focused as they used to. When you think of the E46 M3, the E39 M5, or even slightly newer models like the BMW 1M, you think of high-revving, light, and refined cars that feel like giant-slayers. They’re the ultimate “if you know, you know” models that don’t shout about the insane tech that’s gone into them.
2026 BMW M2 CS rear 3/4 angle in gray while parkedBMW
That’s changed now. The latest M2 is impressive as a sports car, but it’s virtually built on an M4 chassis, making it feel bulkier than it needs to be. The latest M5 has an overblown curb weight thanks to the hybrid system and takes a lot of control out of the driver’s hands.
2026 BMW M5 Touring driving front 3/4BMW
Yes, it might be faster and easier to live with, but you get an M for how it makes you feel, not just for the raw power. That’s why it has such a tricky job when it comes to making EVs fun – Hyundai has shown it’s possible with the Ioniq 5 N, so will BMW follow?
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Can M Recapture Its Brand Identity?
Blue 2006 BMW M3 E46 ZCP Comp side shotBring a Trailer
Let’s be honest though — it’s not all bad in BMW land. Some people genuinely like the XM for what it is, mainly those who like a brash, fast, and unique SUV that can beat most supercars off the line and take your shopping in the back. It might get purists to vomit, but the car is pretty impressive – the main problem is the badge it wears. And you don’t have to like this car to enjoy the other products it has in its lineup.
“The XM is an impressively willing and capable performer, despite its weight and complexity, plus it’s a unique model for the M division. It’s not as fun as M’s smaller, more traditional vehicles, but it’s a real M nonetheless. Somewhat related, I was also impressed at its usability in all-electric mode. I actually dig the looks too, but I get that it’s not for everyone.” – Carbuzz writer Joel Stocksdale
BMW has just released a tasty M3 CS variant that takes AWD, a few pounds, and a small amount of power out of the equation in pursuit of driving dynamics. It’s a send-off variant for the G80 M3 generation before the Neue Klasse versions come in. We hope that the reception of this version makes BMW think about doing something similar for the next version, as we’re always telling car manufacturers that we’d rather have something involving than outright fast.
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The days of subtle performance and a feeling of exclusive M cars might be behind us, but there are still strong performers to find all around the range. All automakers are struggling with weight and making electrification as involving as an ICE car, so it’s not just the fault of BMW. The fact that BMW has expanded the M lineup only means there’s still a business case for them. The M3 is still the benchmark performance vehicle that other sedans aspire to be — even if it’s not going to be quite as special as it used to be.
Sources: BMW
