Agree with 'formula M'. I'd say that BMW marketing is taking brand dilution to the extreme. Recently its seems that BMW assumes they are simply marketing a brand name, just like a designer label. From what I know, BMW buyers are actually looking for more than that as they are attracted to the engineering focus of the product. That is seriously diulted when you see families at the mall in the X5M SUV. Does anyone really think that M division has any business buidling SUVs?
I thought M stands for Motorsport division that built cars suitable for track use. Now it seems I was wrong. For me it makes me cringe every time I see a X5M or X6M. Firstly because they are pointless, and secondly because its a waste of petrol. How can BMW seriously talk about fuel efficiency when they build cars like that?