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      11-25-2012, 06:16 PM   #35
Amri215's Avatar

Drives: 2012 Alpine White M3
Join Date: Nov 2012
Location: New Jersey

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Originally Posted by aajami View Post
Yes, enthusiasts will know the difference between the true M cars and the diluted M Performance ones. But, surprisingly, BMW doesn't get a basic tenet of branding, and that's people want pay for an exclusive product like the M badge. They're making a short-term play by slapping that badge on everything, thus giving more people than ever the ability to finally buy into that once exclusive club. But by going down this route, with the M badge on every kind of car in BMW's lineup, it'll lose the cache that it once carried over the years and people will need to go elsewhere to get that exclusivity that the M badge once carried.
I undertstand all this but its what's under the M badge that counts.