FOUNDING PRINCIPLES OF BMW M STILL HOLD TRUE
HAPPY 50TH, BMW M. Our 20-page look (starting on p38) at ‘the most powerful letter in the world’ – one marketing slogan we’ll happily repeat – is, I hope you’ll agree, a fitting tribute. There are those who point to a perceived diluting of the M brand in recent years, in attaching its badge to ever-larger and heavier SUVs at one end and ‘lite’ models at the other, plus its first forays into electric cars, where it is very much still finding its feet. We’re having none of it. That is business; that is survival. Without those cars, many of which are excellent, regardless, M would become a nostalgic irrelevance – and those cars are hardly the only shows in town. Just as, perhaps simplistically, Porsche builds SUVs to fund its sports…