A beloved BMW E39 M5 commercial resurfaces, rekindling enthusiasm for the manual, V8 super sedan many call BMW’s best.
The BMW E39 M5’s reputation has long been buoyed by word-of-mouth and the car’s own performance credentials. Now, a resurgent wave of attention to a memorable television spot is reminding enthusiasts why the fourth-generation 5 Series flagship still looms large in performance-car lore.
The commercial, a favorite among brand loyalists, delivers a late punchline: the chase “camera car” filming a rocket-like vehicle is revealed to be an E39 M5. The twist reinforces a message central to the model’s legacy—that this was a sedan for drivers who were serious about speed and engagement, packaged with the understatement of a business suit.
Owners and fans often point to the E39’s defining traits: a naturally aspirated V8, rear-wheel drive and a manual transmission only. The result was a car that delivered immediacy through its steering, chassis balance and power delivery at a time when electronic intermediaries were fewer. In enthusiast circles, that focus on tactile connection is frequently contrasted with today’s heavier, more insulated interpretations of high-performance luxury sedans.
Sales figures during its era underscored the appeal. The E39 M5 outsold its predecessors by a significant margin, becoming a touchstone for BMW’s M division. The ad’s theatrical reveal likely played a supporting role, drawing a wider audience to dealerships and helping frame the M5 as a stealth supercar—quick enough to star on set and subdued enough to blend in at the office.
Whether the commercial alone moved the needle or merely captured what made the car special, its staying power is clear. Years on, the E39 M5’s image—a driver’s car masquerading as a family sedan—still resonates, and a once-clever twist ending continues to do what effective advertising does best: convert admiration into action.
