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BMW Turns The XM Label Into A DJ Stage

BMW Turns The XM Label Into A DJ Stage

BMW’s hybrid performance SUV gets a music festival makeover for the Electric Mountain Festival in Sölden, with Carl Cox’s approval.

The BMW XM was introduced first as a striking concept with futuristic design, and then to BMW’s production lineup as the first exclusive M model since the legendary BMW M1 supercar. Combining twin-turbo V8 and hybrid power, the XM, especially the flagship XM Label, is an immensely powerful and high-performance luxury SUV, having taken on Pikes Peak, and boasting 748 total horsepower from its M HYBRID powertrain.

However, at the Electric Mountain Festival in Sölden, Austria, the BMW XM Label Soundmachine transforms the futuristic hybrid luxury performance SUV into a rolling DJ stage, and it has the approval of none other than Carl Cox, a legendary DJ and a brand ambassador for BMW. The roof of the XM has been modified to house artists and DJ equipment, with enough space for a noteworthy performance to take place. A double-sided LED screen allows for performers to add visual elements to a show, and fog machines are integrated into the wheel arches, which are paired with an underbody lighting system and fixed lights that showcase the vehicle.

The sound system in the BMW XM Label Soundmachine comes from dBTechnologies, consisting of VIO C12 active speakers and VIO S118R subwoofers, and a professional Pioneer DJ setup complements it. With the XM Label’s hybrid power, the entire system, including sound, screen, and lighting, can operate for up to an hour without an external power supply. Also, the vehicle can drive at speeds of up to nine miles per hour.

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A team of five apprentices at BMW’s Dingolfing plant designed and created the XM Label Soundmachine, starting in July 2025, and getting through “at least 14 sleepless nights” to create the supporting structure. An engineering marvel and an eye-catching showcase of music and automotive excellence, the new BMW XM Label Soundmachine will be on display at several events following its Electric Mountain Festival debut, like the 24 Hours of Nürburgring, the 24 Hours of Le Mans, and the MotoGP race in Spielberg.

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Image Source: BMW Group

Tyler Rampersaud