BMW: Big ideas and subtle steps

BMW M Division's Dr Kay Segler says savings across its fleet trumps the single offerings of other manufacturers. Photo / Supplied

BMW's M-division has announced its iconic M3 will be fitted with auto stop-start technology. The high-performance compact sedan's 309kW 4.0-litre V8 will drink up to eight per cent less fuel, by switching the ignition off when the car comes to a halt and automatically restarting it when the driver depresses the accelerator to pull away.

Designing cars fit for the real world as well as the race track is a core philosophy for M-Division president, Dr Kay Segler.

He sees more fuel-saving devices becoming standard - provided performance isn't compromised.

"Competitors seem convinced to offer one variant with very long gears and a small engine is the answer. It might be the answer for a small percentage of sales," but, "I have a family. I have two kids. I could not tell them, we do one fuel-efficient car and that's the answer.

So we are rolling out start-stop. Electric steering saves 0.1-litre per 100km. That is not a lot, but over the whole fleet!

"If you have small steps but apply them over the whole fleet, then you have a total effect, and that is what we are doing - before anyone asks for it."

What about the power wars?

"Increasing power for the sake of it is stupid. Customers may be impressed by power, but in day-to-day driving the decisive thing is whether you are bored after 1000km."

Segler sees a world in which no owner needs both a family and a performance car. "We want in future more than ever that you have two cars in one. Not everyone can have a car for the weekend and another for driving."

And that link between performance and reality is why BMW got out of Formula One, he says.

"We've learned a lot about processes and materials from Formula One. But with rules for standard electronics and with no engine enhancements allowed - that is trouble for a car manufacturer which wants to prove engineering expertise. The Touring Cars class is closer to real cars, and the M3 is the most successful Touring Car in the world.

"For us the vision is important - automobile dreams realised. Everyone has dreams, the difficulty is to realise them."

Segler's dreams do not rule out a diesel for M cars, but we won't see four-wheel drive.

"You can increase the power [of a four-wheel-drive] to 500kW, to 600kW, to 900 and that gives you a little bit more acceleration. Does it give you more driving experience and fun? I am not convinced."

He also sees a world in which younger drivers can aspire to the M brand. "We want to be young again. Let the other brands grow old." So there'll be a 1 Series M car? "That is the direction; you cannot grow bigger and cheaper." A 1 series with M power and handling - without the expected fuel compromises. Now that, we want to see.