Munich. BMW is returning to Coachella for the fifth
time in 2023, this year celebrating the launch of the new BMW XM Label
Red (fuel consumption combined: 1.7 – 1.6 litres/100 km [166.2 – 176.6
mpg imp]; electric power consumption combined: 34.5 – 33.0 kWh/100 km;
CO2 emissions combined: 39 – 35 g/km in the WLTP cycle) in big-impact
style. The company is building on the success of its recently launched
“Dare to be you” campaign, in which it asks cultural leaders like
supermodel Naomi Campbell, British grime artist Skepta, German rapper
Apache 207, New York-based fashion designer Bloody Osiris and
professional skateboarder Ishod Wair to express who they really
are – with the new BMW XM (fuel consumption combined: 1.7 – 1.6
litres/100 km [166.2 – 176.6 mpg imp]; electric power consumption
combined: 34.5 – 33.0 kWh/100 km; CO2 emissions combined: 39 – 35 g/km
in the WLTP cycle) standing alongside.
Following the kick-off event at Art Basel Miami Beach, BMW is taking
the campaign to the next stage with a Coachella spin. An international
mix of emerging talents and household names provide the BMW XM with a
new creative context. Coachella performers like Charli XCX, Earthgang
and Uncle Waffles, plus German rapper du jour Badmomzjay, Grammy Award
winner Nija Charles and South Korean choreographer Leejung Lee, will
record their initial encounters with the first electrified
high-performance model from BMW M GmbH in their own individual style:
Dare to be you.
BMW in the spotlight as it helps to shape the zeitgeist.
BMW has a clear mission: to create a platform where cultural pioneers
can truly show us what they’re all about. As Stefan Ponikva, Vice
President Brand Communication, Brand Experience, says: “Our goal at
BMW is to be at the heart of where creative magic happens. We want to
enable artists – musicians, designers, actors, storytellers – to
express themselves and to interact with our brand and our latest,
already widely desired launch: the first-ever BMW XM. Coachella is an
excellent platform through which to develop fresh conversations with
talented emerging artists as well as established stars.
Spectacular backdrops for incredible pictures.
Photo and video sessions are both on the agenda again in California.
And it’s not just the Coachella Festival setting that provides an
inspirational location for unique shots. Other locations offering the
co-creators a spectacular backdrop include the Invisible House in the
Joshua Tree National Park. The building was designed to integrate into
the natural landscape so that it almost seems to disappear into the
surrounding Mojave Desert. With its extraordinary location, minimalist
architecture and mirrored glass completely covering the exterior, the
Invisible House is a fascinating sight that sparks creativity and is
ideal for staging an emotionally engaging presentation of the new BMW XM.
The expressive design of the BMW XM – with its bold lines, powerful
Sports Activity Vehicle proportions and distinctive front-end styling,
complete with illuminated BMW Iconic Glow kidney grille – conveys the
car’s authoritative character and guarantees the undivided attention
of all around, even when stationary. The performance qualities of the
latest BMW M model are equally as impressive, if not more so.
Comprising a V8 engine and an electric motor and generating an output
of 480 kW/653 hp, the M HYBRID drive system combines with the
M-specific chassis technology to ensure the car handles with a blend
of dynamism, agility and precision that none of its rivals can match.
The new BMW XM will be built at BMW Plant Spartanburg in the US along
with all other high-performance models from the BMW X segment. The new
range-topping BMW XM Label Red will also roll off the production line
there from August 2023. Featuring a bespoke version of the new
plug-in-hybrid drive system delivering a combined output of
550 kW/748 hp, the BMW XM Label Red will be the most powerful
series-produced car in the history of BMW M GmbH.
BMW XM Label Red: Fuel consumption combined: 1.7 –
1.6 litres/100 km [166.2 – 176.6 mpg imp]; electric power consumption
combined: 34.5 – 33.0 kWh/100 km; CO2 emissions combined:
39 – 35 g/km in the WLTP cycle.
BMW XM : Fuel consumption combined:
1.7 – 1.6 litres/100 km [166.2 – 176.6 mpg imp]; electric power
consumption combined: 34.5 – 33.0 kWh/100 km; CO2 emissions
combined: 39 – 35 g/km in the WLTP cycle.
