In recent times, BMW has shifted its focus towards the Competition models for the X5 M and X6 M, indicating a strategic move to make them the starting point for full-fledged M models. This shift is part of BMW’s plan to revamp the M lineup, reimagining its trajectory for the future. The intention is to eliminate the standard M model entirely, with the M440i and similar lower-performance models bridging the gap between the regular BMW vehicles and the high-performance M models.

Frank van Meel, the CEO of BMW M, highlighted that the M brand has adopted the Competition layer as the new standard. The plan is to phase out the standard M model, making Competition the norm. Consequently, there will no longer be a distinct differentiation between M and M Competition; instead, all M models will bear the Competition badge in the future.
