M cars are definitely louder all around. The liners on my M3 / M4 in my house hold are all plastic, therefore gravel and what not create a lot of sound that can be transmitted back into cabin. The wheel liners on my X1, the 550i, the old E46 (all non-Ms) were fabric material lined which significantly decreased the same noise that the M3/M4 generates over the same patch of road.
Couple of other things that increase sound on M cars are obviously lack of sound deadening material, stiffer suspension, bigger wheels / stiffer low profile tires and the subframe being directly bolted without any bushings.
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