Quote:
The M customer is unique and very demanding. The senses of a driver - of a customer in this case - have to be pleased.
And if you just give him whatever he is used to, he's very quickly bored.
You need to give him experiences and feelings, what he doesn't find in other cars.
With the M-cars, we try to touch all those senses so that the driving experience is a very emotional way of driving instead of just a piece of transportation.
-Bernhard Gobmeier
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Bernhard Gobmeier was the Director of Process, Strategy, and Integration at M at the time but has since left the company.
He couldn't have said it better.
@ 17:25