Photo: BMW
BMW finally explained the reasoning behind their M Performance Automobiles (or MPA for short) in a recent interview for Automotive News.
According to Oliver Ganser, product strategy manager for BMW North America, the MPA was introduced in the US to draw a younger demographic to the Bavarian brand. The usual M car buyer is well in his 40s according to the company’s data (that makes perfect sense looking over the prices their cars have), but they won’t enjoy their cars as much as younger people will.
Therefore, the M Performance models are now being offered at considerably lower prices to attract young ‘brand ambassadors’ to their corner, ambassadors that will, in turn, draw more attention to the brand overall.
Talking to the same publication, Friedrich Nitschke, Head of BMW’s M division, said that for now, the M235i will remain the only MPA offering the Germans will bring to the US, waiting to see how sales of this new model will fair on the North American continent before taking another step.
That means that the diesel MPA models won’t make it across the pond anytime sooner. Neither will the only other petrol MPA, the M135i, as BMW decided to keep the F20 platform off American soil for now. Therefore, if you like the M brand but can’t afford a full-on M3 or M4 right now, your only alternative is the M235i.
Therefore, the M Performance models are now being offered at considerably lower prices to attract young ‘brand ambassadors’ to their corner, ambassadors that will, in turn, draw more attention to the brand overall.
Talking to the same publication, Friedrich Nitschke, Head of BMW’s M division, said that for now, the M235i will remain the only MPA offering the Germans will bring to the US, waiting to see how sales of this new model will fair on the North American continent before taking another step.
That means that the diesel MPA models won’t make it across the pond anytime sooner. Neither will the only other petrol MPA, the M135i, as BMW decided to keep the F20 platform off American soil for now. Therefore, if you like the M brand but can’t afford a full-on M3 or M4 right now, your only alternative is the M235i.
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