BMW M drops the Competition name: Performance becomes the new Standard
A Smart Marketing Move? How BMW M Aligns Its Offering to High Customer Demand
BMW M, the high-performance division of the Bavarian manufacturer, has initiated a major strategic change in the nomenclature of its model range. The famous "Competition" designation, which has defined the peak of performance of M models for over a decade, will be gradually eliminated. The news, confirmed by sources within the company, is not a simple marketing decision, but an adaptation to overwhelming market demand and a reaffirmation of the M brand's vision.
Why is “Competition” disappearing? Simple: It became the Standard
Since its introduction, the “Competition” designation has served as a higher level of performance, positioning itself above the “base” M model. These versions brought extra power, revised chassis, more efficient braking systems, and often standard M xDrive all-wheel drive.
According to Frank van Meel, CEO of BMW M, the reason for the drop is a very practical one: over 80% of customers directly chose the Competition version.
“More than 80 percent of our customers went straight to the Competition. So we said, let’s make this the standard version,” van Meel explained. “You could say that every M model today is a Competition.”
Essentially, the highest-performance option has ceased to be a niche choice and has become the default configuration desired by most enthusiasts. As a result, BMW M is turning customer preference into the new norm.
What does this mean for the new M models?
The removal of the “Competition” moniker is actually great news for fans of the brand. Essentially, “standard” M cars will now take on the level of power, equipment, and technology that was previously reserved only for Competition versions.
For example, future generations of models, such as the new M2 or the upcoming M5, will no longer have a Competition variant. Instead, the base M model will come with the full package, being the equivalent of what the Competition used to be.
A Clearer and More Concentrated Range
This move aims to simplify the M range, which has become increasingly complex in recent years. In future, the structure of the high-performance models will be reduced to three distinct pillars:
- Base M Model (New Standard): Will now represent the top-performance entry point, taking over the previous specifications of the Competition version.
- CS (Club Sport) model: Will focus on track-oriented performance improvements, through added power and reduced weight.
- CSL model (Competition, Sport, Lightweight): The top of the range, dedicated to purism and extreme performance, with the greatest emphasis on weight reduction and handling.
BMW M's decision reflects a clear trend in the performance segment: M car buyers are not looking for a toned-down version, but for the most powerful and capable car they can get. By integrating the Competition Package into the "base" M model, BMW M is ensuring that its motorsport DNA remains unaltered and that every new M model will be an uncompromising car from the start.