Munich, 9 September 2025 – BMW M GmbH has officially launched GEN M (Generation M), a new global brand platform designed to celebrate and unite the world’s high-performance community. Positioned as the logical successor to BMW M Town (2018), GEN M goes beyond cars – it’s about lifestyle, authenticity, and the shared passion for performance.
A Community United by Performance
GEN M is described as the spiritual home for anyone who views motorsport and performance as part of their identity. Whether behind the wheel, riding a motorbike, or simply a fan, GEN M connects people across backgrounds, ages, and cultures.
The brand philosophy: “Born on the racetrack. Made for the streets. Core of a passionate community.”
Sylvia Neubauer, Vice President Customer, Sales & Brand at BMW M GmbH, explains:
“GEN M is for all those who view our motorsport origins and performance as a defining element of their way of life. It’s a way of life that connects people of all ages, across different backgrounds and aspirations.”
Authentic Stories, Not Campaigns
Instead of actors or staged content, GEN M highlights real people: hardcore fans, bikers, race car drivers, and key influencers. Around 30 individuals from different markets feature in the launch film “GEN M – United by Performance”, showcasing how M DNA shapes their lives.
This reflects a shift from product-focused communication to a community-first approach, putting people and their passion for performance at the centre.
Motorsport Heritage and Global Debut
GEN M has already appeared at major events:
- Le Mans 24 Hours (June 2025): Fans and BMW M works drivers signed a Speed Yellow BMW M5 Touring with M Performance Parts, symbolizing the first official GEN M members.
- Spa-Francorchamps 24 Hours: Branding featured on the BMW M4 GT3 EVO of ROWE Racing BMW.
- Goodwood Festival of Speed: Brought GEN M to UK fans.
- Suzuka Circuit (12–14 Sept 2025): Two GEN M cars to star in the Intercontinental GT Challenge.
GEN M at IAA Mobility 2025 – “M Clubhouse” Pop-up
From 11–14 September 2025, GEN M will take centre stage at IAA Mobility Munich, with the launch of the “M Clubhouse” at Goldberg Studios in the Glockenbachviertel.
- Daytime: Relaxed meet-up space in a BMW M-inspired setting.
- Evenings: Exclusive DJ sets and cultural experiences.
- Giveaways: Visitors can take home personalized GEN M memorabilia.
More info: BMW M Clubhouse IAA details
Lifestyle Expansion: BMW M Fragrances
At IAA, BMW M will also debut its first fragrance collection, marking a new lifestyle direction for the brand:
- 1972 – inspired by the legendary BMW 3.0 CSL
- 1985 – referencing the iconic BMW M3 (E30)
- 2025 – symbolizing BMW M’s entry into the fragrance world
BMW Group in Numbers
- 2024 sales: 2.45 million cars and 210,000 motorcycles
- Revenue: €142.4 billion
- Profit before tax: €11.0 billion
- Employees: 159,104 worldwide
- Global presence: 30+ production sites and sales in 140+ countries
Looking Ahead
GEN M is more than a campaign – it’s a long-term brand movement designed to grow with BMW M’s community. It unites fans across motorsport, tuning, lifestyle, and culture, ensuring that the M DNA lives on in every generation.
BMW M CEO Frank van Meel summarized it at Le Mans:
“Performance isn’t just about power – it’s a mindset, a pulse that unites us. GEN M makes that pulse visible.”
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