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Originally Posted by KoenG
What's difficult to understand and what is hypothetical about the argument?
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As I said, the ship has already sailed. By the time BMW decides they are ready to build a FAAR M, and goes through the development process, the market will have moved on. We are talking about 2026 at the earliest for the next generation 1 Series and 2 Series Gran Coupe to arrive. A small RWD or RWD-biased AWD car is going to have much higher appeal to the enthusiast market than one that is FWD or FWD-biased AWD. And the former is exactly what electric drive will yield by that time.
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When the A45 AMG and RS3 are capable to realise great sales figures, it is only a matter of time before we'll see an equivalent BMW M offering.
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They already do. Well, we don't have raw numbers but we are talking about products being renewed over multiple generations in the VAG case, and both they and Mercedes are adding multiple new form factors. It's obvious the market exists.
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Exactly the same happened with the SUVs. M was never into that, until they saw the competition running away with their customers
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BMW was one of the first to market with a luxury SUV, and experimented with high performance SUVs before most of if not all of the competition. What came late was the M branding. The rest was already in the pipeline.