Good-bye BMW M3

Photos are starting to make their way around the circuits of the pre-production BMW 4-Series, set to make it's official debut at the Detroit Auto Show. I'll be honest, I like the car. But then, what's not to like? It's based on the 3-Series.

But that's where my problem lies. It's no longer a 3-Series. Frankly, to me that's a little sad.

Supporters of the new nomenclature will likely point to the precedent set by the 6-Series. But the 6-Series has its own history. It's a good history, complete with it's own M-badge. Also, that car was designed to be more than a 2-door 5-Series. It was created to compete with the ritzy, expensive Mercedes-Benz CL-Class, and a 5- designation simply would not work.

Other people who like this move may look at Audi and its popular A5. That comparison, to me, is shortsighted. Audi has never had a 2-door variant of the A4, making the A5 a completely new animal. Again, the 3-Series coupe has always been there, and it has always been a "3".

But now, here is my biggest horror from this move: No more M3. It's gone. Yes, I know there will be a 3-Series sedan with an M-badge. But that's not what an M3 is to me. During the years when an M3 sedan existed (there have been plenty when it didn't), it was just that - an M3 SEDAN. It had its own name, because it wasn't a true M3.

Ultimately, my concern is that BMW was willing to sacrifice a key brand for the sake of an expanded lineup. To me, this kind of mistake rings like something that GM would have done in the 80's or 90's. Back in the day, GM was bent on expansion and didn't always consider the more intangible elements such as brand value. The thing about a brand image is that once you make a change like this, you cannot undo it.

Take a look at some of the history that we say good-bye to: