I think we can all infer that when referring to mass market sedans, the super-sport model of one particular BMW is not what is being referred to.

The BMW M3 is a different car than the BMW 3 Series. An M3 is as much a 3 Series as an Alpina B3 is a 3 Series. It is ambiguous in this situation. I had to read the comment several times to figure out if it meant that somehow BMW was selling more M3s than the whole 3 Series lineup.

>> The M3 is now selling more cars than Mercedes or BMW do in the same price segment.

> I had to read the comment several times to figure out if it meant that somehow BMW was selling more M3s than the whole 3 Series lineup.

The whole 3 Series lineup is not in the same price segment as the M3, is it?

How could BMW sell more M3 cars than the total number of cars they sell in that price segment?

The usage is ambiguous because it may mean something like the BMW M3 even at a higher price is now generating more sales than the normal 3 Series lineup but those sales are not included in these numbers.

Using the name of a car from an adjacent price range in the same segment is absolutely ambiguous, especially when Tesla is competing on price/performance.

If you want to abbreviate it then call it a TM3 or something. The M3 has been a car for 35 years and it's too similar to the Model 3 for that not to be confusing.

Sometimes it’s ambiguous. In this particular case not that much, I think. That comment is in the context of “Tesla 3” and “Model 3” mentions in the two preceding paragraphs. (And Tesla is selling as many model 3 cars in one year as M3 cars have been sold by BMW in 35 years!)

The mention of "Model 3" in the previous paragraph is what makes the usage of M3 even more confusing. Why inconsistently use this "unambiguous" abbreviation? Especially in a sentence that references BMW?

It’s in the larger context of Model 3 sales relative to other cars with an unclear definition of what those cars are. They compare sales of the Model 3 to the Mercedes E class! It’s reasonable then to wonder if M3 numbers are or maybe are not included.

Additionally the M3 has been a significant volume seller in the past. There are a lot of E46 M3s in comparison to the rest of the E46 fleet. It would surprise me to learn BMW is selling more G80 M3s than G80 3 Series but with declining sales in the segment maybe the “premium” car is the one retaining sales.

The usage of “M3” is ambiguous because at first glance all of that seems possible, if surprising.

Why are we arguing about this? The M3 is a 35 year old name that is in the same segment as a Model 3. Calling a Model 3 an M3 is always going to cause confusion. It would even cause confusion on the showroom floor of a Tesla dealership.