BMW is just doing wht they originally did. Back in 1979, there was a car called M535i......
I also remember, as a child, seeing many "M323i"s on the roads. Now, that was in the days of the E21 & way before anything called M635CSi or M5 was on sale.
The original brief for the M-car was sth that performs like a sports car but with the look & practicality of a standard family car. A lot of the extra bits such as steering wheel, suspension etc. were available in the accessories catalogue, now they're just marketing them separately.
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