BMW M off-roaders don't undermine brand, M boss claims

Christofer Lloyd
BMW M off-roaders
BMW M off-roaders


BMW

Hardened BMW fans may have questioned BMW for adding M-branded off-roaders to its range, but Carsten Priest, the head of BMW's M Division, is unapologetic: "From a brand perspective, I think we are extremely stable in terms of our identity.