BMW Cancels the M3 CSL

Barry Aug 27th, 2008 Link

I’m so disappointed with BMW these days. I mean whats going on here? Why focus on an MX6 MX5 over a performance 1series and M3 CSL. I dont get it.

Gabe Aug 27th, 2008 Link

One word: profit. In a way you can’t blame them. I’d rather have a healthy BMW with than on one death’s door and about to be bought by Toyota.

GSKChicago Aug 27th, 2008 Link

It makes sense, to a degree - like you said, based on the dollar in relation to the Euro, etc.

It’s unfortunate though… In my opinion the folks that would buy an M version of an X5 and X6 - in general - are less enthusiast and more want to be able to say they have the most expensive of the X5 or X6, etc.

An M3 CSL would cater to the true enthusiasts, folks taking it on the track, etc.

Sadly though, there are less of the latter and therefore not the audience BMW wants to or even can cater to right now.

Mike Aug 27th, 2008 Link

One word: BOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO!

JonPD Aug 27th, 2008 Link

I agree Gabe, still a major disappointment. Does make one wonder still since month after month BMW SUV sales have been tanking pretty hard. Is there really that much of a market for a lower mileage high performance SUV?

I still hope to see a 1 series or Z4 CSL version. BMW surely plans carefully to make sure their profitability remains good I just feel that many in the community are less sure about this move.

Craig Aug 27th, 2008 Link

I understand Doug’s rationale, wanting BMW to be healthy and so forgiving them for putting money into SUV’s and not this M3 CSL.

But I don’t agree. We all have to decide whether we want to go for the big money, or stay true to what we believe. BMW is saying, M SUV’s.

GSKChicago Aug 27th, 2008 Link

Does make one wonder still since month after month BMW SUV sales have been tanking pretty hard. Is there really that much of a market for a lower mileage high performance SUV?

I’m not speaking with any formal knowledge, but I know SUV’s from American car companies were highly profitable. I’d assume there may be some of that with BMW, but honestly don’t know. Simply an assumption.

cBraunDesign Aug 27th, 2008 Link

Wouldn’t you think an M3 CSL would be a cash cow for BMW anyway? Take out a bunch of “amenities” like A/C, the stereo, power seats, and iDrive. Bump up the power a bit. Sell it for $20,000 more than a “regular” M3. Seems like everyone wins.

Eliot R. Aug 27th, 2008 Link

Economies change. There are cycles to everything and I would not rule out that an E92 M3 CSL might see production later in the production cycle. Maybe… It’s a smart business decision but a shame for the enthusiasts that would love that car.

Alex Aug 27th, 2008 Link

To quote Mike:

BOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO!!!

While its always important for a division to be profitable, when dealing with a Halo division such as //M, image is equally important. And frankly an M3 CSL is too important to the image of //M for it to be cut. Especially when you have MX5’s and MX6’s coming which do nothing but dilute the brand. Poor move BMW.

Sam Aug 27th, 2008 Link

It’s sad that BMW wants to badge and “SAV” (sorry, but it’s an SUV) an M car just so some yuppie can have the badge of honor driving an M car.

Liam Aug 27th, 2008 Link

I have a better idea, BMW should scrap the X6 altogether and put that budget towards the M3 CSL.

Twelve independent surveys and sixteen industry reports have found that the X6 is in fact the devil reincarnated. It’s true.

jakay11 Aug 28th, 2008 Link

Does anyone else notice that MX5 is what mazda calls their little ragtop (the car formerly known as the Miata)?

Gragop Aug 28th, 2008 Link

To what Liam said:

That’s probably the best idea I’ve ever heard. BMW needs to dump that stupid, useless vehicle. Last time I checked, didn’t BMW have very little trouble selling all of the E46-based CSLs? If they sold that car in the U.S. I’d cut off my left leg to get one.

That said, yes, the economy sucks right now and the dollar is down against the euro so high-end sports cars aren’t the best idea, however, as Alex said, BMW diluting the M brand is going to hurt much, much more in the future.

Just look at AMG. How many people respect AMG for the Merc ML63 AMG? 7, that’s how many, and it’s the 7 jackasses that bought one.

Nick Aug 28th, 2008 Link

it’s a shame that BMW made this decision…what ever happened to that supercar they were supposedly developing? Audi and Merc have been stealing all the spotlight save for the latest M3 for the Black/RS series, it’s time that BMW M hit back with something a little harder. Instead they feel it necessary to make fast SUV’s. (WTF?)

Barry Aug 28th, 2008 Link

Gragop, I agree completely. The ML63 gets no respect. Well its too late….BMW has decided to whore out the //M name. Too bad they decided to do it on the upper level and not ton the lower(1series). I’ve seen about 5 Cayenne Turbo’s in the last 4years.

Gragop Aug 28th, 2008 Link

To Nick, I agree, BMW needs something hardcore in it’s line up. I dislike most of the Benz line up but I honestly adore the new CLK Black Series - it looks incredible and has the performance to live up to it’s looks. That should be something BMW is used to doing. Hell, the original 3.0 CSL came out in the mid-1970’s when BMW was a fledgling company during an economic downturn and oil crisis and that was a success not to mention just the clout it added to the BMW name. Look again at the E46 CSL - simple, hardcore yet elegant and purpose driven - maybe if BMW hadn’t priced itself out of the market with the E90/92 M3 in the first place a Halo car like a CSL wouldn’t be difficult to remain profitable on at a reasonable price point.

To Barry: If they made a 1 series derivative M car then you’d probably have an instant hit/classic. However, now they’re too worried to make one as it would potentially steal sales from the 335i’s/ M3’s.

BMW seems to have little, distinct direction in which they’d like to move their product line. What scares me is if they begin to change to a responsive,market-driven approach to their product line-up then they risk losing the drive-oriented, fun side of things that have kept them on the cutting edge as the ultimate driving machine.

In other words, I don’t give a $hit if my BMW gets Prius-level gas mileage, I just want it to be fun to drive, that’s why I bought it.

illegalprelude Sep 2nd, 2008 Link

To those who say BMW should make the CSL and it will be very profitible, first, how much profit do you think is in the M3 currently, after all the R&D and so sure, jack up the price $20k, whats the demand for a CSL M3? Sure I would love a CSL M3 over anything else but im not one who has cash and chances are, none of us do for a car like that and with an M3, its not a huge seller like a 3 series so its already part of a limited market, now your limiting that market even more because lets face it, alot of people dont buy an M3 because its a track car, they buy it because its a luxury performance car. Most driving that car probably dont know the hell an E90 or E46 or anything is, let alone them not having their air condition, and iDrive and power seats…

While it sucks that they canned it, the CSL was never going to be a profit machine for BMW in any shape or form

Gragop Sep 5th, 2008 Link

Illegalprelude - you’re missing the point entirely.

I agree that anything that’s a one-off, low production model like a CSL isn’t going to be tremendously profitable if at all. However, to think BMW isn’t making much money on the E90/92 M3 is absurd. BMW is one of the safest bets in terms of the current market, they’re profitable and proactive about protecting those profit margins.

Anyway, back to the CSL - BMW is likely turning a good profit on M cars, thus that allows them to produce halo cars such as the CSL which encompass what enthusiasts want. No, the car isn’t going to generate much or any profit but it will build something that’s priceless to a lot of manufacturers - high quality brand image and credibility with performance-oriented buyers. The best example is the ZR1 from Chevy. Probably won’t make money on this cars but it’s also revitalizing Chevy’s image as a company able to produce fun, fast cars.

Also - I wouldn’t expect a E9X M3 CSL to be very comparable to an E46 CSL. Odds are an current CSL would be a techno wet dream with adjustable suspension, brakes, gearbox and dif thru iDrive while the E46 was more raw, and less advanced outside of the SMGII gearbox.