Originally Posted by aajami
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.
+1 ....To some folks, the upcoming changes wont make a difference. There have always been "///M branded" products in the past i.e. ///M Technic, ///M Sport etc.... but the core Motorsport products remained true to its origins. BMW Car magazine is chronicling the history of ///M in A 4 part series - and pretty much covers everything "///M" A-Z, a worthwhile read to those of us who appreciate the lineage of ///M