The line between BMW's M division and the rest of the company gets a bit hazier.
It used to be, up until a couple of days ago, that if you wanted to have M Performance parts installed on your new BMW, that would be something you had to work out with your dealer. You'd pick out the parts and they would install them there when the car arrived from the factory. But now BMW is offering some of those parts, for the 2, 3 and 4 Series, as regular factory options that can be added online like any other option.
Not only that, but the dealership no longer has to install them, your car will be delivered with them already fitted. The selection is still pretty limited, but it is still a good start.