The “Competition” emblem has quietly disappeared from the BMW M product range. For years it was a sharper, more focused version of an already fast car – a way to differentiate the purist’s choice from the regular M model. But this distinction no longer makes sense. During our interview at the 2025 Tokyo Motor Show, BMW M CEO Frank van Meel confirmed that the emblem is effectively dead.
Why the badge disappeared
According to van Meel, the original idea was simple. BMW noted that other brands offered a two-tier system: a basic version and a more powerful variant. M followed this pattern with the Competition models – more power, firmer suspension and small visual differences.
But over time, almost every buyer chose the upper category. “More than 80 percent of our customers decided directly to compete,” van Meel told us. “So we said, let’s just make this the standard.” Look closely and the change was already underway. The current M2 (G87) produces 480 hp, surpassing the previous M2 Competition. Every new M product starts at the level at which the old Competition equipment once reached its peak. This development made the name obsolete.
“You could say that every M model is a competition today,” added van Meel.
Simplification of the M hierarchy
This change fits with a broader trend at BMW M: less badge confusion, more clarity. Instead of juggling multiple power levels, the lineup now focuses on three main levels:
- M – the core high-performance car
- M CS – the lighter, sharper Limited Edition
- M CSL – the flagship collector’s model
The new approach keeps things simple as M prepares for the next chapter – one that includes electrified and fully electric cars based on the Neue Klasse platform. The same idea should also apply to the upcoming G84 BMW M3.
End of a label, no idea
The badge may be gone, but its intent remains. BMW M still builds cars that push the boundaries of performance and precision – only now that’s the foundation. For enthusiasts, it means there is no longer a “step up.” Every M car is available as a full version, tuned the way customers originally wanted.
