BMW has been telegraphing this move since the introduction of the X5M and X6M. And now it's official: The M badge means nothing anymore.
Pardon my ignorance, but...
"We are targeting our efforts at customers looking for more emotionality and more performance, but who don't want to forgo the everyday usability of their cars," said Dr. Friedrich Nitschke, President of BMW M GmbH
...wasn't that what every
BMW was supposed to represent?! Isn't that the reason people buy BMWs to begin with?