The point they are trying to stress is that the M3 used to be in a class on it’s own. For the price, you couldn’t get anything as good. Now though, they jacked up the price and they are getting creamed in the class.
It doesn’t have enough power to keep up with the C63, it’s only down 30hp, but the AMG has over 150 extra ft-lb of torque available like 2000rpm sooner.
And it doesn’t handle well enough to beat the Caymen S. Yeah the Caymen has no back seat, but the M3 rear seat is just extra weight anyways.
And it doesn’t grip enough to beat the RS4. All wheel drive will be king in any country that has winter (when the owner is to stupid to store the car)
It’s lost in a class now, whereas before, it was in a class on it’s own.