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The M factor

The M factor deep inside BMW is growing all the time. M models are more exclusive than their AMG counterparts and more desirable than Audi’s RS line. Production and sales of M are on a high and the product line-up now includes the 6 Series, little wonder why Ulrich Bruhnke, head of BMW M division, is feeling on top of the world. This is the job that every petrol head in the industry wants.

“An M is a typical sports car, I sometimes call the M5 a four-door Formula one car,” says Bruhnke. His enthusiasm is like no other in the industry. This is a man who clearly loves his job.

The new M5 embodies BMW’s motorsport activities: the saloon has a V10 high-rev engine in the front, is rear-wheel driven and features a seven-speed gearbox. Bruhnke need not sing the praises of the M5; the car can do its own self-boasting. Power ranks at 514 ps (378 kW), torque is 520 Nm (384 lb ft) and the 0-100 km/h acceleration time is a mere 4.7 seconds. Porsche 911 drivers on the Autobahn have been warned.

“The new M5 is a big step ahead. I just cannot describe,” he says. Bruhnke leans forward and starts to laugh. “It’s impossible to describe what a tremendous steak tastes like to a person that has only eat hamburgers.” The M5, in Bruhnke’s opinion, is that good.

Yet bettering the outgoing M5 was no easy task for the 350 engineers based at M division. Wholesale changes had to be made. “The new M5 is nearly a new car. It looks like a 5 Series but it is a totally developed new car and we’ve done much more modifications than what out competitors do,” says Bruhnke.

Changes have come in the form of the new engine, a new gearbox and lots of qualifications in the chassis and suspension set-up. What’s more, insists Bruhnke, the new M5 was not benchmarked against any other vehicle during testing as the car remains “rival-less”.

“There is no real competitor to the M5,” says Bruhnke. The president of M division is not arrogant but just confident in tweaked saloon. “If you compare the M5 to other saloons, then I suppose AMG might be a competitor, Jaguar has not got the performance, and maybe Audi RS6 might be a competitor. But, regarding the character of the M5, you have to compare it to the Lamborghini Gallardo and that’s why I say there is no real competitor, the character is so different to other saloons.”

Bruhnke is not wrong. The E55 AMG, the M5’s closest rival, musters 100 km/h in 5.7 seconds and offers 257 ps (189 kW) and 530 Nm (391 lb ft) of torque. The BMW leaves the Mercedes trailing. M division 1 AMG 0. “The benchmark was to design a benchmark,” jokes Bruhnke.

Yet unlike AMG, BMW’s M division is applauded by many in the industry for being exclusive when it comes to its product range. Only the M3, M5 and M6 are currently available on the market. Unlike Mercedes’ sporting arm, one will not see M derivatives of the 7 Series, X5 and X3, but expansion is clearly something that’s on Bruhnke’s mind. “Yes, we are thinking about the possibilities of growing, but the core value is we have to design a sportscar. Not only a fast car but a sportscar.”

Designing a sports car – above a fast car – as Bruhnke stresses clearly eliminates any possibility of a future M7 or X5M. “The sportscar is the actual character of an M and it’s this that makes the concept of an M unique.” Vastly different from the thinking at AMG, where some say the sportscar badge has been watered down with the likes of the M-Class and G-Wagon AMG models.

“The definition of an AMG was the most powerful Mercedes, the top-of-the-line product Mercedes can produce. M, however, is the most typical BMW. The core value of the brand.” Hence the M3 and M5.

And because it encapsulates the BMW brand, M, insists Bruhnke, will never do diesel engines. “M is the core value of the brand and that’s why we don’t do diesel engines,” he says flatly.

Yet surely it is almost foolhardy to rule out diesel engines even in the M division? Bruhnke shakes his head. “It is the business of BMW,” he replies.

BMW’s president of M division is not anti-diesel, far from it, he describes the new 535d as “tremendous”, but in his opinion diesels do not have a place in M. “It does not make sense. We have the most innovative technology regarding diesel engines in standard BMWs and to bring more performance to this does not make sense. It does not fit into the high-revving philosophy of M engines.”

So, no M derivatives of the 7 Series, X5 and X3 and definitely no diesel additions. It’s not difficult to predict in what areas M will grow, bettering last years’ performance of building around 25,000 cars.

However, talk of expansion for the M division is tricky business. Despite his enthusiasm, Bruhnke insists he has nothing to say about a possible M derivative of the 1 Series. “Well, we can talk about an M6,” he says leaning back into his leather chair. “We are discussing our strategy and the first project we can announce is the M6.”

Rest assure that an M1 is on the way even. “M cars are the ultimate driving machines,” adds Bruhnke. It’s plain to see that BMW’s M factor at the moment is the X factor all carmakers wish to have.