BMW Reports that M5 Owners Rarely Bring Their Cars to the Track

The BMW M5: Track Performance and Buyer Demographics

Introduction:
The BMW M5 is a purebred M car that is designed to perform well on a race track. Despite its high curb weight, it has proven to be capable of handling the demands of the track during tests of prototype models. However, BMW has noted that the majority of M5 owners never take their cars to the track, which is a missed opportunity. The M5 product manager, Daniela Schmid, emphasizes the importance of ensuring that the car can be used on the circuit, even though most customers do not take advantage of this feature. Furthermore, Schmid provided insights into the demographics of M5 buyers, revealing that middle-aged men are the primary customers, though there is a growing trend of younger buyers in markets such as Asia.

Track Performance and Use
Despite the BMW M5’s capabilities on the race track, the majority of owners never experience its full potential in a closed course setting. Schmid acknowledges that only a small percentage of customers actually take their M5s to the track, but the company emphasizes the importance of ensuring that the car can be used on the circuit. The M5 is designed to provide a thrilling driving experience both on the road and on the track, giving owners the flexibility to push its limits in a controlled environment if desired. While track performance may not be a top priority for most buyers, it is an essential aspect of the M5’s engineering and design.

Buyer Demographics
Middle-aged men are the primary demographic for BMW M5 buyers, according to Schmid. These individuals are typically entrepreneurs or high-level managers who have experience with other M models like the M3 or M4 and are seeking a more powerful and luxurious option as they age. However, there is a shift in the buyer base, especially in markets like Asia, where younger consumers with disposable income are showing interest in the M5. These individuals are often in industries like IT and software, where they have earned significant wealth at a relatively young age and are now looking to invest in high-performance vehicles like the M5.

Evolution of the Buyer Base
Over the past two decades, the average age of BMW M5 buyers has decreased, largely due to the influence of younger consumers in emerging markets like Asia. These buyers have been exposed to the M range of vehicles during trips to the US or Europe and are now seeking to purchase these cars in their home countries. This shift in demographics indicates a broader appeal for high-performance luxury vehicles like the M5 among younger consumers who value performance, technology, and design in their automotive purchases. BMW is adapting to these changing demographics by catering to the preferences and expectations of a new generation of M5 buyers.

The Importance of Track Capability
While track performance may not be a top priority for most BMW M5 buyers, the ability to use the car on a circuit adds to its overall appeal and value. BMW’s commitment to ensuring that the M5 can deliver a thrilling experience on the track reinforces the brand’s reputation for engineering excellence and performance. By maintaining track capability as a key feature of the M5, BMW is catering to the needs of enthusiasts and track-focused drivers who want to experience the full potential of their high-performance vehicles. Even if the majority of owners never take their M5 to the track, knowing that the option is available adds an extra layer of excitement and versatility to the ownership experience.

Conclusion
The BMW M5 is a high-performance luxury sedan that offers track-ready capabilities alongside everyday drivability. While the majority of M5 owners may never take advantage of its potential on the race track, the track performance adds value and excitement to the ownership experience. As BMW continues to evolve its M5 lineup and attract a broader range of buyers, the brand’s commitment to track capability and performance remains a key element of its appeal. With an evolving buyer base that includes younger consumers in emerging markets, the M5 is poised to continue its legacy as a top choice for enthusiasts seeking a blend of luxury, performance, and track-ready capabilities.

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