Coachella is one of the most well-known festivals in the music world, with artists and fans alike gathering in the California desert to express their creativity and whimsy. For its short time, it serves as a hub of daring music, fashion, art, and culture. In a similar sense, the design and technology in the new BMW XM is daring and avant-garde, with strikingly futuristic looks and the use of a hybrid powertrain to make for BMW M’s most powerful model yet in the form of the 748-horsepower BMW XM Label Red. The two came together as BMW brought its new XM luxury performance SUV to this year’s Coachella festival, in a similar vein to the concept version’s introduction at Art Basel Miami Beach in 2021.
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The bold design of the SUV has been highlighted in its new “Dare to be You” campaign, featuring names like Naomi Campbell, Skepta, Apache 207, Bloody Osiris, and Ishod Wair, and at Coachella, the campaign continues with festival performers sharing their reaction to the polarizing machine. Artists like Charli XCX, Earthgang, Leejung Lee and more will get to experience one of BMW’s most unique efforts in years for the first time ever, and see what this futuristic hybrid approach to performance has to offer. In addition, set outside the Invisible House in the middle of the Mojave Desert, two BMW XMs, finished in a similar mirror-like fashion, will serve as a backdrop for unforgettable photos at the festival. Coachella is a place where creativity and boldness blossom, and it’s a place where cars like the BMW XM fit right in.
Sources: BMW