BMW Supercar: The Call for an M1 Successor and BMW’s Market Strategy

Alright, let’s chat about something that’s been bugging me and probably every other car enthusiast out there: Why hasn’t BMW given us a new supercar yet? Management, it's time to step up and approve a successor to the M1, and here's why.

You might have noticed BMW’s recent venture, the XM. This polarizing SUV hasn’t exactly been flying off the lots, despite BMW's high hopes. Now, don’t get me wrong—I’m not here to throw shade at the decision to push an SUV over a sleek supercar. There was a time, back in the late 2010s, when BMW figured that an SUV like the XM would sell better than a new flagship supercar. Given their history with SUVs, that wasn’t a wild bet.

Sarah Lessmann, a product manager over at BMW M GmbH, laid it out pretty clear last year. She said that while the iconic BMW M1 was a gem in its day, the XM was crafted for today’s crowd. Back in the day, sports cars were the rage, drawing in crowds and driving sales. These days? It’s all about SAVs/SUVs that blend utility with luxury and performance—a sure recipe for growth, according to the folks at BMW.

But here’s the thing—BMW also thought the XM, with its shared DNA with the X5M and X7 M60i, would be a money-maker because it wasn’t a ground-up build. It even introduced a plug-in hybrid V-8, a powertrain that’s since made its way to other models like the new M5. This was supposed to be cost-effective, but the big SUV hasn’t set sales charts on fire.

And let’s not forget, BMW hasn’t been shy about pricing their special models through the roof. The 3.0 CSL and the Skytop? Sold out even with their hefty price tags. These cars, essentially jazzed-up versions of existing models with a bit of extra flair and power, were snapped up by collectors ready to pay top dollar. If people are willing to dish out nearly $800,000 for a souped-up M4 CSL or half a million for a convertible M8, why wouldn’t they open their wallets for a true BMW supercar?

Now, if Mercedes can woo buyers into shelling out $2.72 million for an AMG One, BMW could definitely throw its hat in the ring with something bold and bank on its storied M division. The market for ultra-exclusive, high-performance machines isn't going anywhere. Plus, there's a certain prestige that comes with a supercar that even the most luxurious SUV can't match.

It’s not like BMW doesn’t have the chops for it. Before the world got turned upside down by the pandemic, there was buzz around the "i16," a mid-engine sports car project that got shelved. And let’s not forget the M1 Hommage and the various other teases that have come out of Munich over the years.

Bottom line? BMW’s experiment with the XM didn’t quite hit the mark, leaving us supercar enthusiasts dreaming of what could have been. With their inline-six and V8 engines still roaring at least until 2030, it’s the perfect time for BMW to deliver a grand finale—an M1 successor or something spiritually akin to the i8. So, BMW, maybe it’s time to give us what we’ve been waiting for—a real supercar to make our hearts race.

The XM bet might not have paid off, but that just means it’s high time for BMW to get back to what it does best and dazzle us with a supercar. After all, if you're going to go big, go super.