BMW prides itself in creating best-in-class performance luxury vehicles in terms of driving dynamics. BMW M takes this a step further by providing higher power and torque output powertrains and handling capabilities that enhance overall vehicle performance. The division has 3 distinct strategies to attract new customers; 1. selling M-badged vehicles that are fundamentally engineered to the highest levels of performance and driving; 2. providing M performance upgrades to regular BMW vehicles so that customers can experience certain M features and upgraded performance functionality; 3. selling distinct M cosmetic upgrade packages to provide the look of M performance vehicles. BMW M is well positioned for the future of alternative fuel technologies by being able to adopt electric vehicle technology from the 'i' and 'i performance' brand of vehicles for its own division.