BMW's M Badge Frenzy: Are they Running Out of Real Estate for the Iconic Letter
It seems like BMW is on a mission to plaster the iconic M badge on every corner of their lineup. What started off as a select and exclusive club for the most powerful machines from the German automaker has turned into a quirky mishmash of placements, raising eyebrows and sparking debates among enthusiasts and critics alike. While the M Performance lineup has always played a supporting role to the full-fledged M models, the recent trend of experimenting with badge placements has brought about a fresh wave of commentary.
The Evolution of M Badge Placements
Flashback to 2021, and BMW began by adorning their X3 M40i and X4 M40i facelifts with these coveted symbols. Fast forward to today, the M badge graces almost all M Performance models, save for a few exceptions like the Z4 M40i and iX M60. These not-quite-M models proudly carry what BMW dubs as the 'world's most powerful letter,' indicating that these cars are a step above the ordinary but not quite the apex of performance.
This year, the 2025 M240i marks the latest addition to the 'M Lite' family. However, in a curious twist, BMW decided to mount the M badge unusually low on the air intake rather than one of the kidney grilles. This unconventional placement gives the car an odd look, almost as though someone tried to upbadge a lesser 230i. It's a curious choice that has left some fans scratching their heads.
Decoding the Confusing Nomenclature
The badges aren't the only point of contention. The model names themselves are stirring up confusion. While the new M135i has done away with the 'i'—historically standing for fuel injection—the M240i keeps it. BMW has promised to drop the last character on gasoline models moving forward, but this change will only happen with next-gen cars. In the interim, the inconsistent nomenclature leaves room for a fair bit of head-scratching among even the most devoted BMW fans.
Take, for instance, the naming structure of the M135i. At a glance, it looks almost like an 'M1' due to its design, where the first two characters share the same size. In contrast, the new M235i sticks to uniform-sized characters for all letters and numbers. This deviates from BMW's traditional naming scheme, adding another layer of bewilderment.
The M Performance Lookalike Club
Aside from badge placements and nomenclature, the looks of M Performance cars have also evolved. These vehicles are getting increasingly harder to differentiate from the genuine M models. The gap has narrowed, at least visually. BMW has been generous with sportier touches like the side mirror caps and even quad exhaust systems. Models like the M135, X1 M35i, and X2 M35i now feature four exhaust tips, and the upcoming M235 Gran Coupe will follow suit. Even larger models like the X3 are expected to get this sporty treatment in their M50 variants.
Marketing Masterstroke or Brand Dilution?
From a business standpoint, BMW's strategy is a clever one. By bundling M Performance car sales with their full-fat M models, they effectively capitalize on the brand equity of the M designation. This isn't just a marketing gimmick; the numbers back it up. The i4 M50, for instance, emerged as the best-selling vehicle from BMW's M division in 2022 and 2023. The proliferation of these lesser-tier Ms—from the compact M135 to the opulent M760e—suggests a smart play in terms of diversification and sales volume.
However, there's friction among purists. For die-hard fans, the idea of an M Performance model sharing the same letter with the headlining M models is borderline sacrilegious. BMW's strategy might gain them more M Performance customers, but there's a real risk of alienating those who cherish the exclusivity and performance pedigree of true M models. BMW seems to believe the benefits outweigh the risks, but only time will tell if this gamble pays off in the long run.