It seems BMW is on a mission to capitalize on the growing demand for ultra-expensive exclusive cars with a new flagship model aimed at its performance division. And it appears BMW M will finally heed the calls of fans who have long demanded a modern version of the M1, blending the exotic allure of the past with a modern touch.
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This news follows the announcement that the BMW Skytop concept from last year’s Concorso d’Eleganza Villa d’Este is expected to have only 50 units with an estimated price of $500,000. The success of this project has inspired BMW to launch more such exclusive models, though this time they will bear the M badge.
The Future of Ultra-Limited Editions
Sylvia Neubauer, Vice President of BMW M for Customers, Brand, and Sales, shared some insights into the company’s future direction: “BMW’s strategy is to have a series of additional low-volume offerings that we present to the markets. This year, something will be unveiled at Villa d’Este, and likely, future limited editions will carry the ‘M’ designation.”
When asked if this could include a bespoke model inspired by the original M1, Neubauer stated: “Definitely, such flagship cars clearly position the brand. They make it highly desirable. They have a positive impact on the brand and the product portfolio. You make a certain group of customers very happy with these dream cars. Even those who cannot afford the car love the brand. This will also be part of our future strategy.”
A New M1, Surely?
A few months ago, reports emerged that BMW was working on a spiritual successor to the M1, likely with plug-in hybrid power. Prior to that, there was a claim of 95% readiness, which was canceled in favor of the controversial XM SUV. Other reports indicate that plans were scrapped after reaching the clay model stage.
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While we still don’t know if the future bespoke BMW M model will have any ties to these canceled projects, the appearance of a prototype during testing suggests something special may be on the horizon. If the striking design with artistic camouflage graphics combines with the performance capabilities of BMW’s next-generation electric powertrain, we might be looking at a true heir to the M1, albeit with a very different drive under the hood.
Competing with Porsche?
Neubauer was also asked whether the new model could compete with Porsche, to which she replied: “This market is obviously an interesting market. But we also know that Porsche customers are very, very loyal to their brand. So, if we do this, we must absolutely get it 100 percent right.”
This doesn’t provide a clear answer regarding the design or character of the car, but Neubauer confirmed that BMW M is “internally” working on a “dream car.” When asked about the launch timing, Neubauer added: “Let’s wait for the right moment.”
With all these pieces in place, it’s clear that BMW M has something big in the works. Whether it’s a revival of the M1, a fully electric supercar, or something else entirely, one thing is certain: It will likely be worth the wait.