The turnover of BMW M in 2024 rose in the 13th time in a row and continued to increase in the first quarter of 2025. An important factor for this success is the increasing popularity of M power vehicles, which are grouped in official sales reports together with models with full fat M models. But the strategy goes beyond the simple pumping of M Lite cars. Special expenses also play a crucial role in the rise of what BMW proudly describes as “the most powerful letter in the world”.
During our conversation with the head of customers, brands and sales from BMW M at Auto Shanghai 2025, we learned that more models come with limited runs. Sylvia Neubauer confirmed this Further special expenses can be found in the pipeline according to the M4 Nürburgring edition, one of China-exclusive version of the G82 competition XDRIVE. When asked by BMWblog What the future applies to these limited MS, she shared with:
“We do it all the time [special editions]And frankly, it is really important for the brand to make small standard expenses for certain markets. We do a lot with the region of the Middle East. We do a lot with Korea, Japan and Australia. Also a big special batch for Turkey. So yes, we are constantly working on smaller batches for various markets in the world. “
While M-cars are usually produced in small numbers with special tasks, they add up over time. In markets such as South Korea, which are expressly mentioned by Sylvia, BMW only publishes limited vehicles every month. These can be ordered online and are not exclusively for M models, which covers a broad part of the brand brand.
Sylvia also found that M2, M3 and M4 are the best-selling M products in China. This helps to explain why the Nürburgring edition is based on the G82 coupé despite the global popularity of the latter and not on one of the many M-tensioned SUVs from BMW. The high-performance special is limited to only 53 units, one for each year since the M division was founded.
