July 31 2006   Story: By: Bryan Joslin

At a recent press event for the new Z4 M Coupe, the voices of BMW were speaking about the M brand and its place in today's market. The talk was typical conference-room, marketing-meeting kind of stuff- America is M's largest market, consuming roughly half of all M production...the average M buyer is a male, typically in his late 40's, places driving dynamics high on his list of priorities, etc...

Nothing really surprising in those statements, at least as far as new vehicle purchases are concerned. It was the next part of the presentation that got my attention though. BMW has gone so far as to break its American M buyers into two distinctly different profiles.

Buyer 1 is the Ardent Enthusiast. The Ardent Enthusiast buys an M car (or any BMW for that matter) on its performance merits. Power and handling are top priorities for this guy, who probably shows up at every BMW Club autocross, track day or driver education event, and more often than not will be instructing the novices. He spends his aftermarket dollars on ECU upgrades, firmer springs, adjustable shocks, bigger sway bars, short-shift kits, lightweight wheels and the stickiest tires. The Ardent Enthusiast purchases an M car for was it can do. The Ardent Enthusiast represents about one-third of all M sales in this country. The fact that you are reading this article on MWerks means you probably fall into this category.

Buyer 2 is the Image Buyer. The Image Buyer is successful and also appreciates the low-key performance image of an M car. He may still place a priority on driving dynamics, but what's more important is that he's buying the pinnacle model in a given series. It�s important that he be seen in the "right" car. This buyer is less technically savvy that the Ardent Enthusiast, and though you may see him at the club events, he'll likely be dipping his toes in the proverbial swimming pool rather than diving in headfirst. What money the Image Buyer spends in the aftermarket may often be reserved for styling kits, chrome wheels, in-car entertainment systems, custom floor mats and car care products. The Image Buyer buys an M car for what it represents. The Image Buyer (and this is the clincher) represents twice as many sales as the Ardent Enthusiast.

As someone who fits the first profile more than the second (even with no M car in my garage) it would be easy to snub those folks whose priorities are different from mine. The fact of the matter is that we Ardent Enthusiasts often lack the deep pockets required to obtain the newest super sedans from Bavaria. And while some of us might cry blasphemy at the thought of any M car being fitted with chrome "Twenties" or headrest TV monitors, the fact is BMW, as a company that sells premium vehicles, needs those buyers in order to stay on the forefront of technology. Besides, Image Buyers tend to turn their cars over more frequently, keeping used examples flowing through the second-hand market for the rest of us.

Either way, BMW has built phenomenal equity in the M brand. In fact, BMW will tell you that "M" is the most powerful letter in the world. Surely those cars that wear the tri-color band are fast, capable, and highly sought after, and they will be for some time. To celebrate these great cars, MWerks is dedicating the entire week to them.

Over the next few days, we will cover BMW's newest M models- the Z4 M Coupe, a car for the Ardent Enthusiast, and the M6 Coupe, aimed straight at the Image Buyer. We will also examine a future classic that straddles both lines, the 2006 M3 Coupe with Competition Package. And for the most ardent of enthusiasts, we will wrap up our week of M with the car that started it all, the E30 M3. We hope you'll come along for the ride.