As the current owner of six BMW bikes and having been an owner since 1971, I can truly say we have reached the zenith of "M is for Marketing".
Do you realize there are currently (2020) three BMW X3 (non-PHEV) models with "M" in their model designation and only one without it? For 2021 they've pared it down to 2:1 with the "Competition" soccer-mom SUV now being reduced to merely an option within the "X3M" model.
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