Came across this interview I found very interesting, especially considering BMW M smaller stand in Frankfurt 2009 and also the fact that BMW M CEO is new after Ludwig Willisch who took over after Ulrich Bruhnke. I have met Dr Segler personally when visiting BMW M the summer of 2009 but did not have the opportunity then to talk at lenghts with him. But Imanage to get a 280+ km/h testride in the BMW M3 GT4 trackcar which was an experience!
Please see some quotes below from the full article which you can find on the link above.
This is Dr Kay Segler’s challenge, since taking on the role of President of BMW M GmbH earlier this year. His life will not be simple as he contends with the expectations of the many M-car traditionalists who fear the future means massive 4×4s, turbocharging and automatic transmissions.
It is fortunate that Segler is an enthusiast having arrived at M Division from his previous role as Senior Vice President Brand Management at Mini.
I first met him 10 days before the Frankfurt Motor Show at a BMW Driver Training event at the Nordschleife – 2 days of intense circuit training in DCT equipped M3s. And he wasn’t just visiting for the evening social, he was there as a pupil. An hour or so after my initial interview with him at the Frankfurt show, our paths crossed again, when I was photographing some of the M-cars which formed part of the (rather small) BMW M-presence in the IAA exhibition hall.
Another quote:
"Segler’s vision for the M-brand is “Childhood automotive dreams realised” which sounds good, but what will this mean in practice? The cars themselves are getting more complex, heavy and expensive, so the entry point becomes higher and harder to attain for many people. Those who do have the funds have found the E9x M3 to be less engaging initially than its predecessor(the E46 M3), and so are not necessarily getting their chequebooks out on the strength of a 20 minute test drive. It has become – at first acquaintance anyway – a supremely good GT, rather than an overtly sporting car.
Segler agrees but counters this with “The M button”, which he sees as a key differentiator over BMW’s competitors, with its capability to alter so many of the car’s characteristics – throttle sensitivity, steering weight, suspension damping and traction control thresholds – in an instant, changing the relaxing GT into something much more responsive and almost hard-core. The best of both worlds available at the touch of a button. This, he believes, positions the M3 uniquely against its competition.
“How would you feel after driving from Munich to Frankfurt in a 911? Tired and stressed” says Segler, “not so in the M3, which is relaxing when you need it to be, yet also entertains when you want to have fun”"
And regarding the BMW M5:
"Competitors for other M-cars are rather more clear cut, according to Segler, with the X5 M/X6 M very obviously targeted at the Cayenne. The M6 hitting the upper reaches of the 911 range and the M3 sweeping up the rest. The M5, sadly appears to be drifting into obscurity. In fact it was not even on display at Frankfurt, which might be explained by the fact that it’s approaching the end of its term in E60 form, with the F10-platform 5-series due out next year."
About the future:
"For the traditionalists Segler has a message – “assume nothing and discount nothing”. BMW’s M Division plans to get ahead of their competition (whoever that is) by 15/20% in each sector. If that means 15/20% better on fuel consumption and emissions then whether the 911 or the Corvette is the target, such a leap from the current M3’s performance will be a major challenge."
About Internet:
"Segler also agrees that BMW should engage closely with their target market and use the internet much more, and better than it does at present. Segler cited 2 web communities – the Z8 Club in the US (which has got to be a pretty exclusive club by any standards) and MPower World in Germany as examples. That leaves a very big gap for interactive engagement which is waiting to be filled."
I need to let Dr Segler know about MBOARD.com...
Here was the BMW M stand (I did not film the M X5 and M X6) but I filmed the 760Li Individual at the salon in Frankfurt:
Speaking fo the past and the future, here is a tip for future success for BMW M from traditionalists, BMW M V10 S85 into a M3 E30 which is lower weight, more power, rapid throttle response, no cosmetics and less Efficient Dynamics...
I've now read this interview 2-3 times and I see no ///M passion anywhere in it! It's just a bunch of marketing speak and doesn't bode well for the future of M division. Just look at the display they had at IAA, one little corner underneath the stairs. I understand they're pushing efficient dynamics but they should just leave the M division alone. Apply the efficient mantra to the rest of the lineup but M cars should stay what they are instead of some diluted down M-performance-in-badge-only cars.
I was also very worried about the small precense of BMW M cars at Frankfurt.
Quote:
Originally Posted by jwocky
I've now read this interview 2-3 times and I see no ///M passion anywhere in it! It's just a bunch of marketing speak and doesn't bode well for the future of M division. Just look at the display they had at IAA, one little corner underneath the stairs. I understand they're pushing efficient dynamics but they should just leave the M division alone. Apply the efficient mantra to the rest of the lineup but M cars should stay what they are instead of some diluted down M-performance-in-badge-only cars.
Interview with BMW M new CEO Dr Kay Segler
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