#MarkusFlasch

A lot of people gripe about BMW losing its edge. Formerly reserved for the greatest performance vehicles in its lineup, the M designation has migrated to encompass a rather large subset of the BMW fleet. While this has undoubtedly helped the brand boost its sales for years, it also muddied the waters of what constitutes an M.

In the past, BMW’s M vehicles denoted a marked increase in horsepower and real-world performance. Now they’re intermixed with M Sport trims that split the difference between standard fare and bonkers M in terms of output. And they haven’t been turning up the dial lately. In fact, the performance division of all German automakers seem to have slowed down on maximizing performance while the core business prioritizes fuel efficiency and electrification — largely because it’s expected of them by regulators.

It may not be so cut and dried. BMW CEO Markus Flasch has taken a keen interest in the M division, saying “we have to be very careful to preserve what M stands for” while evolving the brand. More recently, he said the automaker had no intent to cap output to appease anyone, claiming that the company’s performance arm has to think carefully about the future.