Why BMW Is Moving Their M Badges From Kidney To Lower Bumper

Last week, BMW unveiled the 2025 2-Series with a revamped interior and several small exterior changes. One detail that slipped under the radar, besides the retention of the “i” designation for now, is the placement of an M badge on the lower air intake of the new M240i and M240i xDrive models.

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When the current-generation M240i was first launched, it did not have an M badge up front. After all, it isn’t a ‘true’ M car. However, BMW has slowly started to introduce M badges to its M Performance models, including the X3 M40i and X4 M40i, but like traditional BMW M models, the badges have been placed on the kidney grille. That’s not the case with the new M240i.

Read: 2025 BMW 2-Series Coupe Gets A Small Refresh And Bigger Price Tag

Keen observers will notice that the new 2-Series has an M badge mounted on the lower grille area, towards the base of the front bumper. It’s an odd position for the badge and doesn’t stand out quite as much as it would if it was on the kidney.

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A logical explanation as to why the badge is so low down is that the kidney grilles of the M240i have active slats that can be closed or opened. Had BMW put the badge there, it would have had to suspend it in front of these slats. Interestingly, the carmaker told Motor1 that it actually placed the badge in this lower position because that’s where it’s been on the Chinese-market M240i for the past couple of years.

“The M badge is mounted on the lower air intake because, from a customer perspective, we wanted to standardize the position worldwide. (In China was the M badge since the market introduction on that position),” a company spokesperson said.

The M badge used on the 2025 M2 remains firmly affixed to one of the kidney grilles and in our opinion, looks much better for it. Placing an M badge on the lower grille seems a little tacky, reminding us of base BMW models fitted with cheap, aftermarket M badges.

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