Tag M3

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Mmm. Targeting by BMW.

Oct 16, ’07 1:24 PM

I love it when ads are done well. Especially when they’re targeted at me. Because then I am really certain of my love. This BMW ad is beautiful. It’s aimed square at people who already love the BMW 3 series. Gosh I love it.

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Beautiful. The new BMW M3.

Apr 13, ’07 9:13 AM

new_BMW_M3_sideview.jpg

So fresh and so clean. Thanks, Chris Bangle, for being a visionary even as others doubted you.

The new M3 was unveiled in the UK earlier this week. Somehow they’ve figured out how to stuff a 4-liter V8 in there, giving the car 420 horses and 400Nm of torque. Ridiculous. And get this… it gets 22.8mpg in everyday driving. That’s 8% better than the outgoing model. With a 26% increase in output. All through the use of lightweight componentry–including a composite roof formerly only available on the CSL model–and Brake Energy Regeneration (like the system they use on the Prius) to power the car’s electric parts with otherwise wasted energy. So when you slow down you power up. And that V8 is 33 pounds lighter than the V6 it’s replacing, thanks to F1 lineage. Win on Sunday, sell on Monday.

Though official lap times on the Nurburgring Nordschleife have yet to be released…

Hopefully when it comes out in 2009 I’ll have enough money to get one.

Here’s some design candy for you.

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new_BMW_M3_grill.jpg

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new_BMW_M3_mirror.jpg

new_BMW_M3_roof.jpg

That’s the lightweight carbon-fiber roof that helps the car be more efficient, while having a lower center of gravity for better driveability.

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Sensible but still cool-looking 40-series Michelins.

Ahh, the joys of the already-pimped auto.

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The “M” Brand

Aug 14, ’06 8:04 AM

That's a nice family

Above: a line-up of all the M5s through history. Some might say that the earlier M5s were more “authentic”, but I’d say they really hit their stride in Generation 3 (2nd from the right). It’s still the one that I’d want most. It’s a little more sedate than the current (with a V8 as opposed to a V10…seriously?) model and I love the little details (like the rear valence with the quad pipes).

I’d say, though, that the M brand is one of the strongest in auto-land. The “M” (Motorsport) division of BMW was founded in 1972, and has been turning out a limited number of selectively modified versions of BMW street cars. Every M car is a ground-up, fully realized version of the BMW “Ultimate Driving Machine” vision.

Side note: did they really scrap that tagline?

Their biggest strength is their trueness to their original purpose. They are a division of BMW dedicated to the advancement of Motorsport. They don’t exist to plus-up normal cars, or to provide a halo for the rest of the brand. M is about function, performance and great design. It certainly doesn’t stand for Marketing, even though it’s a great tool to have at one’s disposal. After all, I can’t think of any negative opinions about BMW M. In the automotive press, they can do no wrong. And it’s my feeling that it’s the same way with drivers.

Another one of their strengths is their strong association with a driver’s identity. BMW M is 100% about driving, and if you’re a “real” driver, and you love “driver’s cars”, then you must for authenticity’s sake drive an M. And this is in stark contrast to Mercedes’ AMG. AMG, today, is about enormous engines and nice wheels, but not much else. It’s about flash and conspicuous consumption. It’s about my AMG SL65 being that much more powerful than your SL 600. And think of all the other brands in this category. Jaguar’s R? Toyota TRD? Mazdaspeed? STi? Cadillac and their -V cars? None command the same authority.

Wouldn’t that be a nice position?

Image © BMW AG

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