BMW M Executive Acknowledges Marketing Misstep in M5 Launch

BMW M division head Frank van Meel has recognized that the marketing strategy for the new BMW M5 contained a significant oversight. The premature release of the car’s curb weight before its official sales launch proved to be a miscalculation, as it dominated discussions and drew criticism while overshadowing other technical and performance attributes of the vehicle.

The new M5 is nearly 500 kilograms heavier than its predecessor, making it heavier than some full-size pickup trucks due to its hybrid powertrain. This aspect quickly became the primary focus of social media debates, leading to widespread criticism and shaping public perception in a way that did not reflect the vehicle’s actual driving capabilities. Van Meel emphasized that assessing a single parameter without considering the broader driving experience can be misleading, likening it to evaluating an athlete based purely on physical measurements without considering their sport or skill.

BMW's marketing team has since adjusted its approach, concluding that the weight of electrified models should not be disclosed before test drives. The rationale behind this decision is that numerical specifications alone can create preconceived notions that do not accurately represent the car’s performance and handling characteristics.

Despite the initial skepticism, demand for the M5 has grown rapidly. BMW has had to increase production capacity to meet demand, and in several major markets, the model is already sold out for six months. The social media backlash surrounding the car’s weight has, in many cases, been driven by individuals who have not personally experienced the vehicle, reinforcing the idea that perceptions based on isolated figures do not always reflect reality.