BMW’s high-performance M division isn’t seeing its own models steal sales from each other, despite overlapping capabilities. According to Frank van Meel, head of BMW M, customers aren’t cross-shopping between M cars in a way that hurts sales. Instead, buyers typically decide what they want first—size, doors, style—and then go for the most extreme version that fits their needs.
The Performance Overlap
The latest example is the M2 CS, priced at $172,900. It’s more expensive than a standard M3 but boasts impressive stats: a 30kg weight reduction, rear-wheel drive only, and a 0-100km/h time of 3.8 seconds. This puts it close to the M3 CS Touring (3.5 seconds) and M4 CS (3.4 seconds). The M2 CS also has a power-to-weight ratio just slightly below the M4 CS.
On the Nürburgring, the M2 CS is only 3.6 seconds slower than the M4 CS, lapping in 7:25.53 versus 7:21.989. All this for $82,000 less than the flagship M4 CS.
Why Buyers Don’t Compare
Despite the similar performance, van Meel insists buyers don’t obsess over the numbers. Customers prioritize what a car offers, not just how fast it is. Some choose an M3 simply because they need four doors for family use. Others want a specific look or feel.
“People sometimes tell me ‘I don’t want an M2, I want an M3 because I need four doors and I want to get the kids in the rear seats’,” van Meel explained.
Scarcity and Desire
Van Meel also points out that the limited availability of CS models drives demand. If a customer misses out on an M3 CS, they might turn to the next special edition instead. The rarity and added performance are major draws.
The M2 feels nimble with its ducktail spoiler, while the M3 and M4 project a more aggressive, racing-inspired presence. Each car has its own identity, and buyers are drawn to a specific model rather than agonizing over marginal performance differences.
Bottom line: BMW M buyers aren’t confused by overlapping specs. They buy what they want—and often, what they can get—rather than trying to find the “best” model on paper. The brand’s exclusivity and distinct design choices ensure that each car finds its own niche.
