I too looked at/considered a BMW M3 as well as C63 but opted for the ATS-V. The combination ride/handling of the ATS-V convinced me. The CUE system takes a bit of a learning curve but I have grown very fond of it now and the OnStar Remote start?? I love it. Almost makes it hard to consider any future vehicle without it. To be honest, availability was also a big factor. While I didn't test drive a brand new C63 or M3, in a five hundred mile radius of Nashville when looking for a brand new M3, C63 and ATS-V found ZERO C63s, one M3 Sedan (In bright yellow) and one dealer with 3 ATS-Vs. .