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From a marketing standpoint I actually think its a very smart move for BMW to add the "M" in front of the higher trim level non-M cars. Your average consumer doesn't think about or realize that the 335i for example is a large upgrade from the base 330 or 328. This will no doubt help push the higher trim cars by separating them a bit from the base cars. Audi has proven this with their "S" cars.
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