BMW Launches 'Gen M' Lifestyle Experience To Attract Younger Buyers To Brand

Gen M is BMW's attempt to get a new generation of buyers hooked on M performance.

  Car Talk, Autos   Sep 10, 2025   0   24  Add to Reading List
BMW Launches 'Gen M' Lifestyle Experience To Attract Younger Buyers To Brand

BMW's M brand is looking to appeal to a new generation of fans. It launched M Town as a digital place for those younger customers in 2018. Now it is running a program called Gen M as a way to welcome Gen Z to the brand. It wants to start a community around M car buyers, M racing drivers, and anyone who has put an M Performance part on their ride. As well as anyone who wants to be any of those things.

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