Weblog Jan – M-moe

In the past period I had three different BMW SUVs in the test. I drove a total of three weeks with an X3 xDrive30e, an X1 xDrive25e and – yes – an X7 M60i. A huge privilege, but it also made me a little tired. M-moe, to be exact. Premium brands have long been trying to milk their sports labels in every possible way, but with BMW they have really gone too far as far as I’m concerned.

In principle, I am not necessarily opposed to offering so-called M packages (or AMG exterior packages, or S-Line trim). BMW has been doing this for years and initially offered buyers the opportunity to distinguish themselves. In combination with other tasty options, that can still look pretty good on a 3 or 5 series, I think.

But in recent years, the Germans have gone completely crazy in this M-ification. That started when cars with such an M package, or M sports package, also started to carry the M logo on the front screen. Personally, I would be ashamed of such a pontifical M logo on a 218i, but who am I. M packages themselves became increasingly aggressive, with all kinds of exaggerated holes and far too many black accents. Even with the models that are actually fast, the M trim is subject to inflation.

For example, BMW recently decided that it was necessary to screw the double-legged M mirrors, previously reserved for the real M models, to the M Sport models as well. The M exterior mirrors are now also mandatory on an M340i, X4 M40i or X7 M60i. Somewhere not even that crazy, because BMW had to do something to distinguish these subtoppers from the regular models. Take a good look around you in traffic: almost every new BMW has such an M package these days. The distinctive character is gone, which means that this phenomenon seems to be dying of its own popularity.

The M 50 Years logo, which could be ordered last year on all BMWs with M trim at no extra cost, is the absolute low point in my opinion. It is a BMW emblem, but on a white background and with the light blue, dark blue and red that belongs to ‘M’. Those who chose it received the logo on the nose, butt and all wheel hubs. That visual misery has come to an end with the turn of the year, but that M tricolor is still pushed in the face in modern BMWs in every possible way.

In the BMWs I drove, I found the colors and logos of BMW Motorsport on the steering wheel, on the seats, on the belts (!), in the wheels, on the sides, in the stitching and even – yes – on the key. The key! Not so long ago, such a cover was the domain of the well-known Chinese sales sites, but now you get it ex works. Handy, because then everyone can see that you have ordered your plug-in crossover with M package. The whole thing comes across as cheap to me and makes a car like the X1 look misplaced sporty. Can it be a little less?