Why it matters

Calling your products the Ultimate Driving Machines requires constant innovation, cutting edge design, and unbeatable performance. If you can’t have all three, you should at least offer the best overall package, and that’s where the 2006 BMW M Roadster will likely shine. When it hits the market this spring, this little Bimmer, priced at nearly $52,000, will face stiff competition including the redesigned 2005 Chevrolet Corvette Convertible, a model that offers more power and space for a comparable price. In contrast, the M Roadster delivers its own brand of styling in a tight package, plenty of power for its diminutive size, and the cachet associated with upscale BMW brand. The Bavarian Motor Werks company thrives on a lineup of uniquely styled vehicles that engage the driver – the M Roadster should fit in quite well.