In recent years, BMW has embarked on a noticeable trend by affixing M badges prominently on its M Performance lineup, a shift that began with the 2021 facelifts of the X3 M40i and X4 M40i. With exceptions like the Z4 M40i and iX M60, nearly all of BMW’s non-full M models now proudly sport the renowned “M” insignia.
The latest addition to this lineup, the 2025 M240i, continues this trend albeit with a distinctive twist. Unlike its predecessors, BMW has opted for an unconventional placement of the M badge, positioning it unusually low on the air intake. This departure from the traditional kidney badge placement has sparked debate, with some likening the positioning to a potential misbadging akin to the lesser 230i model.
Further complicating matters is BMW’s approach to nomenclature. While the new M135i has abandoned the historical “i” denoting fuel injection, the M240i retains it. BMW has announced intentions to drop such designators from gasoline models in the next generation, highlighting a temporary lack of consistency across its lineup.
BMW’s experimentation with badges extends beyond placement. Observers note that the M135 can visually resemble an “M1” from a distance, owing to the size difference between the initial characters and subsequent digits. This contrasts with the updated M235i, where uniform sizing of all alphanumeric characters has been adopted.
In tandem with badge revisions, BMW has endeavored to visually align M Performance models more closely with their full M counterparts. Enhancements include sportier side mirror caps and quad exhaust systems now standard on models like the M135, X1 M35i, and X2 M35i, with plans to extend this to the upcoming M235 Gran Coupe and the X3 M50 variant debuting this month.
Despite reservations from purists, BMW’s strategy of leveraging the M designation across its performance spectrum appears effective. The i4 M50, for instance, claimed top honors as the best-selling vehicle from BMW’s M division in 2022 and 2023. This integration of M Performance models alongside traditional M cars throughout the lineup underscores BMW’s bid to capitalize on brand equity while broadening its appeal to diverse customer segments.
Nevertheless, BMW faces a delicate balance. While expanding the reach of M branding may attract new enthusiasts, there remains a risk of diluting the exclusivity traditionally associated with full M models. For now, it seems BMW’s strategic approach aligns with favorable market calculations, albeit with potential repercussions among die-hard M enthusiasts.
As BMW continues to refine its approach to badging and performance distinctions, enthusiasts and consumers alike will watch closely to see how these strategies evolve in the competitive landscape of luxury automotive branding.
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