Or it could just be a tuning company spouting BS to sell their products.
Of course, it could also be BMW just wanting to get fantastic initial review models out there and then dumb them down to get them back into warranty/service specs.
I wouldn't get out the pitchforks just yet. Everyone gets used to lots of power immediately no matter what kind of car it is. It's easy to take advantage of that tendency to convince people their car is slower than it used to be.
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