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Global cultural pioneers present the new BMW XM at Coachella 2023.

+++ BMW M GmbH expands its network of cultural pioneers to communicate its first electrified high-performance model +++ Talented boundary-pushing figures from around the globe use the spectacular location to stage the BMW XM in new creative contexts +++ Fifth time for the BMW as partner of the Coachella Valley Music and Arts Festival in California +++

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Hailey Philander
BMW Group

Munich. BMW is returning to Coachella for the fifth time in 2023, this year celebrating the launch of the new BMW XM Label Red 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 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, completed 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. 

The new BMW XM will be built at BMW Group 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, the BMW XM Label Red will be the most powerful series-produced car in the history of BMW M GmbH.

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