M boss worries that electrification could diminish the M brand’s value to the customer.
Electrification has become a major trend in the automotive market and is spreading to all markets. It is primarily about reducing fuel consumption and emissions in order to comply with stricter regulations. However, high-end brands are showing that it can also improve performance. BMW has announced that its next-generation super wagon will feature a plug in hybrid RS4 Avant.
Markus Flasch, M boss, made the disclosure in an interview with about the direction BMW’s performance department plans to take. According to Markus Flasch, M boss, electrification is not a priority for core models like the M2, M3, or M4, but it becomes more practical on larger and heavier vehicles. This was pointing in the direction of the X5 M. The high-performance SUV weighs in at 2,385 kg (5,258 lbs) and is therefore not a Miata in terms weight.
Flasch states that BMW will not rush to electrify any of its performance models, as the M division is more interested in providing the best products. Flasch is concerned about the potential risks associated with the launch of a PHEV vehicle. Some diehard fans might see the electrified M car in this way as a dilution. Flasch is more concerned about this issue than the technical difficulties that electrified powertrains will cause.
He then mentioned BMW M designs and builds cars that are tailored to customers’ needs. “I don’t produce cars for demonstrators or people who don’t want them. Flasch stated that he is producing cars for customers and has a clear idea of what they want. Although he wouldn’t give details, he said it would be in production soon.
Mercedes will follow the same path as the AMG C63, which will ditch the thirsty V8 in favor of a plug-in hybrid four cylinder setup. The AMG GT 73 Hybrid will be available next year with 800 hp. Audi may launch beefier versions the RS6 Avant or RS7 Sportback with electrified engines.