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Many 1M owners own F80's. Many 911 owners own F80's.
You never know when a job, family situation, other, will make you need/want a sedan that seats 5.
As to your point about BMW being a mainstream car company. When you have a division like M that enhances it's appeal to the SUV buyer - The image of sporty driving dynamics is extremely valuable. The image of the 911 helps sell other variants of Porsche. Same with the iconic M3. Makes the Msport X5 (that is advertised as the 'Ultimate Driving Machine') more appealing, because M coincides with Motorsport, making the Mline seem more sporty/aggressive. There is certainly a considerable value attached to that in the automotive world. There is a reason that every manufacturer has a (sporty) badge that can be given to other model variants, almost always derived from the brands sportiest vehicles.
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