BMW to Unveil M Motorsports Brand in Geneva

By Jason Davis | January 13, 2012
If you didn't know, M is to BMW as bad is to ass. It's like a 12-year aged, single-malt scotch. On its own, even a blended scotch will do the job, but when you add in fancy modifiers like the tradition or variation, the enjoyment factor and quality multiplies—as it does with a BMW M, like the M3, M5, or 1M compared to the standard 3 Series, 5 Series, and 1 Series. This modifier relationship will soon be a loosely-based association, however, as starting in March, M Performance Automobiles will be its own brand. The new brand will focus, as it always has, on inspirational driving dynamics. Yes, that means "extra power, precisely tuned chassis technology and subtly modified design" while continuing to use BMW vehicles. “We are targeting our efforts at customers looking for more emotionality and more performance, but who don’t want to forgo the everyday usability of their cars,” said Dr Friedrich Nitschke, President of BMW M GmbH.
Nitschke also said the next wave of M branded cars will stretch the product lineup to include diesel-powered engines, and feature a more extensive use of BMW's xDrive all-wheel drive system. The M Performance will officially be unveiled at the Geneva Auto Show in March with the introduction of the M6. Source: BMW