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Because BMW saw the M badge as a way to hike up profits across more cars. Of course it’s not so “exclusive” anymore (if that’s what you’re into).
Mercedes did the same thing with the AMG badge. You can get “AMG” anything now but what are the Uber rich folk to do without their exclusivity? Not so special anymore... Mercedes answered that with the “Black” badge. Ooooooh. The whole think is a bit silly. But people will pay.
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