Interview
Why does BMW offer a special community for M drivers? What makes them so special?
Owners of a BMW M car are ideal candidates for a community because they have a very strong, emotional relationship to their highly powerful cars. Their car is much more than a vehicle to drive from A to B. One of them, a user called “onkeltom,” has declared that “M is a virus.” Onkeltom runs his own BMW online forum with 6,000 members. Another user who calls himself “Franzl” visits the M Power World every single day, wears a little tag with the M logo on his jacket, and says: “BMW M is an attitude towards life.” User “Propeller” is convinced that his BMW M3 CSL “fits me like a tailor-made business suit. As if it’s built around my body. This car—it’s me.” ...
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