More M dilution? BMW "is" model line dead, to be replaced with M Performance Line

[Sorena]

Come on, use your head, they are renaming the "is" line the M Performance Line. What M engineering goes into the 335is currently? 0. It's just marketing.

All the stuff on the 335is that's different compared to 335i are M Performance parts.

[Sticky]

All the stuff on the 335is that's different compared to 335i are M Performance parts.

It's still the N54 (not M designed), still is available with a traditional automatic (how M is that?), and those parts just have an M name but no M involvement. The tune just increases boost. Seriously? You don't see it? You think it's an M car? It's BS marketing, that's it.

[singletrack]

M packages have existed for years in other markets. I really don't have a problem with it if it means sexy options on my wife's next car. It will surely not be an M, but I would still like it to look very nice. I agree that this will dilute the perceived exclusivity in the US market.

Also - the whole "is" branding always sucked IMO; so good idea to kill it.

[Sorena]

It's still the N54 (not M designed), still is available with a traditional automatic (how M is that?), and those parts just have an M name but no M involvement. The tune just increases boost. Seriously? You don't see it? You think it's an M car? It's BS marketing, that's it.

Cars aren't just about drivetrains. And 335is has DCT which isn't available for 335i. And for majority of people that don't know about aftermarket, more boost does mean rocket science.

It's not an M car. You agree, i agree and i think others agree on this. Even BMW does or else they would call it M3. They are going to call it M335i. I don't know how you equal these two. M335i IS NOT M3.

You are too picky on this subject. Way too picky.

[Sticky]

M packages have existed for years in other markets. I really don't have a problem with it if it means sexy options on my wife's next car. It will surely not be an M, but I would still like it to look very nice. I agree that this will dilute the perceived exclusivity in the US market.

Also - the whole "is" branding always sucked IMO; so good idea to kill it.

What was wrong with the "is" branding?

[Sticky]

Cars aren't just about drivetrains. And 335is has DCT which isn't available for 335i. And for majority of people that don't know about aftermarket, more boost does mean rocket science.

It's not an M car. You agree, i agree and i think others agree on this. Even BMW does or else they would call it M3. They are going to call it M335i. I don't know how you equal these two. M335i IS NOT M3.

You are too picky on this subject. Way too picky.

An M car offers an M drivetrain. Period. Now we have M Performance which is a rebadged "is" model. It's a joke.

Nope, not an M car. But people won't know the difference or car. It ruins the brand image, dilutes it, and is bull$#@! as far as i'm concerned.

There shouldn't even be an "M" in front of the 335i.

Not picky at all, consistent. BMW is the one who doesn't seem to know where to put the M badge so they are just throwing it on everything left and right.

[singletrack]

What was wrong with the "is" branding?

Did not stand out enough to average consumer for how nice, and expensive, the models in question were. People will see M and know it's special and go over to the car. People might walk right by an is and not know it. Again, looking at this from a marketing/BMW perspective; in a vacuum from whether or not I like it, etc.

[Sticky]

Did not stand out enough to average consumer for how nice, and expensive, the models in question were. People will see M and know it's special and go over to the car. People might walk right by an is and not know it. Again, looking at this from a marketing/BMW perspective; in a vacuum from whether or not I like it, etc.

The next step up was M. It made sense.

They could have also used "is" on models that did not need an M badge. Like performance SUV's....

[singletrack]

The next step up was M. It made sense.

They could have also used "is" on models that did not need an M badge. Like performance SUV's....

I'm not saying it doesn't "make sense". I'm saying that the combination of the letters i + s suck as a means to brand something because they are boring, have no colors, etc.

[Sticky]

I'm not saying it doesn't "make sense". I'm saying that the combination of the letters i + s suck as a means to brand something because they are boring, have no colors, etc.

That is BMW.

328i. How exciting does that sound? It doesn't have the name Nova, or Mustang, or Challenger, or Viper, but BMW is very specific with how they name models. Americans started copying them. Look at Caddy now, CTS, STS, etc.

[Sorena]

An M car offers an M drivetrain. Period. Now we have M Performance which is a rebadged "is" model. It's a joke.

Nope, not an M car. But people won't know the difference or car. It ruins the brand image, dilutes it, and is bull$#@! as far as i'm concerned.

There shouldn't even be an "M" in front of the 335i.

Not picky at all, consistent. BMW is the one who doesn't seem to know where to put the M badge so they are just throwing it on everything left and right.

The thing is i don't a give thing about BMW itself anymore. I'm not a fan. I'm just a customer. Now if they make a good car regardless of the name, i will buy it and enjoy it without giving a damn about it's image or the reputation it has between the enthusiast.

BMW once was something special. The cars it used to make didn't have wings or jet engines, but they were cars that had something special which attracted a certain crowd. I don't know to put it in words. But now it's just another car maker. Get used to it.

[Sticky]

BMW once was something special.

Exactly. They have lost something. I'm seriously considering writing a book about it.

[singletrack]

That is BMW.

328i. How exciting does that sound? It doesn't have the name Nova, or Mustang, or Challenger, or Viper, but BMW is very specific with how they name models. Americans started copying them. Look at Caddy now, CTS, STS, etc.

For the record, I've always thought their model designations were not the best match for the US consumer market - 328,335,325, i, is, iL, Li, ix, xi, xdrive, blah, blah, blah. But clearly they are selling tons of cars, so that is a moot point.

[Sticky]

For the record, I've always thought their model designations were not the best match for the US consumer market - 328,335,325, i, is, iL, Li, ix, xi, xdrive, blah, blah, blah. But clearly they are selling tons of cars, so that is a moot point.

Yes. And now they are changing their own naming convention simply to sell a badge. Someone need to be fired.

Look, if they are doing this I can't stop it. But how about at the very least they look into what AMG did with the Black Series? Instead of bringing AMG down they brought it up with a more exclusive and higher focused enthusiast models.

BMW instead is dumbing everything down. Front wheel drive, M this and M that, and electrics. It's $#@!ing maddening.

[Remonster]

Come on, use your head, they are renaming the "is" line the M Performance Line. What M engineering goes into the 335is currently? 0. It's just marketing.

The is cars only had the performance exhaust, power kit, springs and some badges. The M Performance cars (I'm thinking of the M135i, M550dX) had different steering systems, control arms, bushings. They're basically mini M cars without the M motor or LSD. They are not the same as the old is models, they are just taking the place of the is in the lineup (it would be silly to sell them both) but I can see how it looks like they're taking the same is car and changing its badging. Obviously I haven't actually driven an M Performance car since none of them exist in the US yet, but based on what I've been reading all the journalists who have driven them say they feel very different compared to the regular BMWs. Wouter (the guy from Autoblogger.nl, one of my favorite journalists) even said the M135i is almost as fun as the 1M! I've driven a couple 135i and 335is with all the Performance parts on them and you certainly couldn't say that about them.

To sum up my position, if they really are renaming is cars as M cars, then I will be very disappointed but it seems like there is a lot more work going into these cars than the outgoing is cars. As soon as they're available here I'll go drive one and find out for sure.

[Sticky]

They're basically mini M cars without the M motor or LSD.

Disagree, they are what an "is" should be. Either way, the "is" cars are now M Performance Cars.

There is no such thing as a mini M car. It's either an M car or it isn't. You don't half ass it.

Wouter (the guy from Autoblogger.nl, one of my favorite journalists) even said the M135i is almost as fun as the 1M!

Do you really believe that?

To sum up my position, if they really are renaming is cars as M cars, then I will be very disappointed

That's exactly what they are dong. Whatever happened to having good base BMW's? Making those better? Now we are dragging M down to prop up lower end stuff image wise. It's just ridiculous.

[singletrack]

Well M certainly is not just for performance anymore...even they will concede that I'm sure. I think they just realized that the talent at M can generate more money for the company than just through the sale of the actual M cars - M3, M5, etc...

I look at BMW as a company first, and from my enthusiast perspective second, so I don't get emotional about it. But I can certainly appreciate the other perspective. I also don't rule out the fact that there could, potentially, be no additional "new" BMWs in my future. Even still, I'm very greatful for the great engineering that produced the current vehicles I enjoy daily.