The all-new BMW M5 has been the subject of many criticisms since its reveal, and although BMW design is always a hot topic, the looks of the G90 Sedan and G99 M5 Touring have been practically overlooked because we simply can’t stop talking about its weight. While we’ve waxed lyrical about the continual advances made by every BMW M5 generation, applauding the M Division’s ability to unlock handling traits that seem unfeasible for cars of such size and weight, we can’t help but be skeptical about how much of the new model’s 5,300-lb+ curb weight can be hidden under sustained heavy braking and lateral acceleration. But according to Daniela Schmid, Project Manager at BMW M, most buyers never exploit the full potential of the M5.
Speaking with Romanian publication Auto Critica, she explained that although the M5 is built to take the demands of the track, the demographic of the M5 consumer base is typically a middle-aged man who has moved on from their days in cars like the M3 Sedan and M4 Coupe, seeking something more luxurious without sacrificing the M badge. As such, spirited track driving isn’t high on the priority list.
“For M5 customers, we know that there is a very small percentage of people who only drive the circuit once. Constantly… I’d say hardly anyone does. But for us, it is important that any M model can be used on the circuit. If there are customers who want that, they can do it without problems, but that potential is also available to them when they drive the car every day. And this is important again. For this reason, we still maintain the requirement that the car can be used on the circuit, although we are aware that not many customers actually do this.”
– Daniela Schmid, BMW M Project Manager, speaking with Auto Critica (translated from Romanian using Google Translate)
The Average Buyer Is Older, But That Isn’t The Case Everywhere
The average enthusiast might think that the allure of 717 horsepower, a switchable AWD system, a multi-stage traction control system, an adaptive exhaust system, and the option of numerous attention-grabbing colors and aggressively designed M Performance Parts would attract more owners to the circuit, but that’s the kind of thing that entices a younger buyer. When asked how the M5 customer base has changed over the last two decades, she said that things haven’t changed much in Western markets, but in Asia, it’s a different story.
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“In short, the current profile would be that of a [middle]-age man, although we also have female customers – but most of them are men, entrepreneurs or high-management who have experience with other M models, maybe M3, M4 and want an M5 as he gets older. I think over the last 20 years, the average age of the M5 customer has fallen largely due to Asian markets where the age of the target customer has fallen compared to the West. In Asia, there is an interesting change; there are many young people in IT [and] software with a lot of money from a relatively young age. Many have been to the US or Europe, where they got acquainted with the M range, and now they want to buy such a car in their country.”
– Daniela Schmid, BMW M Project Manager
The future of the M5 is undoubtedly electric. BMW M boss Frank van Meel says the only reason the G9X isn’t an EV is that electric technology is not good enough yet, and for now, the M5’s 4.4-liter hybrid offers a decent halfway point that allows buyers to maintain a low carbon footprint without sacrificing the V8. Whatever the powertrain, the M5 will always put handling at the forefront of its mission statement, whatever the consumer base looks like.
Duality Is What Makes The M5 So Universally Attractive
With some buyers seeking a more luxurious and carbon-neutral car that can be driven in inner-city Europe and others looking for the highest level of performance and prestige BMW M can offer, the M5 will always be inherently compromised, but as we’ve said before, BMW usually works wonders with suspension geometry and software to make every generation faster and more capable than the last, and as Schmid notes, it’s too early to ring the bells of shame around the M5 procession if we haven’t even seen what it can do yet. Thankfully, M5 production has already been underway for a couple of months, so our first drive isn’t far away. Hopefully, it won’t remind us of the polarizing and unsuccessful XM with which it shares a powertrain.
