BMW M introduces GEN M global community at IAA Mobility

BMW M presents GEN M, uniting performance fans worldwide at IAA 2025

BMW M is opening a new chapter in its history with the launch of GEN M (Generation M). The initiative follows the earlier creation of M Town in 2018, a virtual city for fans of the brand. While M Town was primarily a digital playground, GEN M shifts the focus to real people and authentic experiences, connecting individuals through their passion for performance.

The key idea of GEN M is to move attention away from the cars themselves and towards the people inspired by them. In the brand film “GEN M – United by Performance”, no actors appear. Instead, real members of the M community—drivers, motorcyclists, and opinion leaders—share their stories, highlighting the mindset and diversity that define this global network.

GEN M made its first major appearance at the 24 Hours of Le Mans in 2024, marking BMW’s return to the race’s top class after 25 years. The event featured the BMW M Hybrid V8 as well as an art car designed by Julie Mehretu. Shortly after, GEN M was also present at the 24 Hours of Spa-Francorchamps with Rowe Racing and at the Goodwood Festival of Speed, underlining its ambition to be visible across the international motorsport scene.

The highlight of 2025 is the IAA Mobility in Munich. From September 11 to 14, the Goldberg Studios hosted the M Clubhouse, a BMW M pop-up space. During the day, it provided a relaxed environment for gatherings, while evenings featured exclusive DJ sets by Public Possession. Visitors experienced creative photo installations with rare M models, immersive VR sessions, personalized giveaways, and the world premiere of the new BMW M fragrance collection.

The fragrance line, introduced under the names “1972”, “1985”, and “2025”, refers to milestones in BMW M history. However, details such as composition, pricing, or market availability have not been disclosed.

GEN M is designed as a long-term platform that emphasizes lifestyle and community rather than just the cars themselves. It brings together enthusiasts not defined by age or nationality, but by their shared passion for high performance. While BMW has not yet revealed specific plans beyond IAA Mobility, the direction is clear: GEN M is shaping into a cultural movement in which cars are one piece of a much broader story.