BMW won't stretch "M" treatment to all models

BMW won't expand its "M" lineup to all of its models, says Howard Mosher, executive vice president of operations at BMW North America. In an interview with Automotive News, Mosher said BMW doesn't plan to take on Mercedes' AMG head-to-head with high-performanmce versions of every car. He also said the philosophy behind "M" cars is to build cars that are a "whole concept" rather than a powerful engine in a regular car. He also said BMW's M vehicles are consistent with the automaker's image of bot being "over the top." You won't find any "quirky body parts" on a BMW M model, says Mosher.