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And I do agree with you that the M package on the x1 puts the M logo all over the place (I haven't counted how many but maybe even more than on my 1M). And the M DTC in the X1 M package is nothing like the MDM mode in the 1M, I suspect that just like the branding it calling it 'M' has more to do with marketing than anything else. Sure some M engineers may have tweaked the software settings better than stock but I doubt they invested the $ to develop a bespoke DTC system just for that package (and its not like the x1 has a proper mechanical LSD either).
That M badge sells because of the reputation of the M cars, BMW knows it and they are milking it with those 'M packages'.
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