It was not too long ago that I lightly bemused with a BMW upper-management employee type at one of our city’s annual Auto Shows over how the used-to-be-motorsport-derived ///M Division had now been (seemingly) handed over to the brand’s Marketing Division, full-stop. He admittedly hinted that ///M has indeed ‘expanded’ its overall outlook and that, yes, the X6M and X5M were designed and marketed towards ‘a certain type of landscape navigator’. But when I (somewhat jokingly) asked how far this open throwing about of M-badges will go (seeing as how it was/has already damaged the ///M brand from a driver’s/petrolhead’s point of view) if the Marketing heads keep having their way with the family silver, it was at that exact moment when he freakishly morphed himself back into Company Robot Mode and started spouting off the familiar company-line commercial BS about ‘joy’ and ‘excitement’ and ‘no limits’ and other such robotic drivel…
After he was done, I half-laughingly said, “So, I suppose I shouldn’t be too surprised then to see M-Diesels on the roads one day… eh.. ? Hardy har har…? ?”, as I chuckled, smiled, shook his hand and walked away… He just shrugged his shoulders and smirked.
That shrug and smirk made me feel uneasy back then for a reason… It’s official now folks: BMW ///M is now doing tri-turbo Diesels. Granted, this Diesel nonsense has been widely known/threatened for a few months now, what with ominous paper printouts and ‘mysterious’ BMW ads with chunky X6’s being hauled around in a ‘sportingly economical’ way, whatever that is…
The entire Diesel project has been unimaginitively dubbed ‘BMW Performance Automobiles’ (seriously) and will make its grand unveiling at the Geneva Show in March of this year. On tap to roll out will be the 5-series derived M550d xDrive followed by the much-maligned X6 M50d SUV of which both will feature 4-wheel drive and BMWs new 381hp, 546lb ft tri-turbo diesel engine. Combined fuel consumption for the 5-series variant is a quoted 44.8 mpg, but as we all know, those figures are never real-world figures.
Seeing as how these two new ‘Performance Automobile’ leviathans will weigh in excess of 2000 kg, it simply baffles the brain as to who, exactly, these cars are aimed at… Obviously, the none-too-bright and (as BMWs Marketing Division is well aware of) those that fit nicely within the ‘There’s one born every minute’ frame… and die-hard one-arm-stretched-out-over-the-wheel posers… of which there are many of in this confusing world.
Or, as M Division boss Dr. Friedrich Nitschke plummets – “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.” Riiiiiight…. thanks robot.
Well done BMW ///M – cha-ching..!