BMW Enlists Roster of Artists and Creators to Present the First-Ever BMW XM “Label Red” Sports Activity Vehicle at Coachella.
- Luke Parker
- Phil DiIanni
- BMW returns for fifth year as official automotive partner of the Coachella Valley Music and Arts Festival.
- Newly launched 738-horsepower BMW XM “Label Red” Sports Activity Vehicle headlines the BMW model range.
Woodcliff Lake, NJ – April 20, 2023… BMW returned as the official automotive partner of the Coachella Valley Music and Arts festival for the fifth time to celebrate the launch of the 738-horsepower plug-in hybrid electric BMW XM “Label Red” in a big way. To showcase the bold spirit and individuality of the special edition range-topping Sports Activity Vehicle, the company assembled a global team of likeminded artists and cultural creators to express themselves alongside the extroverted BMW XM “Label Red”. Performers including Charli XCX, Earthgang and Uncle Waffles, as well as the female German rapper du jour Badmomzjay, Grammy-award winning singer-songwriter Nija Charles, and South Korean choreographer Leejung Lee recorded their initial encounters with the first electrified high-performance product offering from BMW M. The campaign is an extension of a project which began last winter during Art Basel Miami Beach.
Founded in 1999 as a mecca for creators and performers from all walks of life, Coachella remains at the center of the global arts and culture scene. The festival occurs annually at the Empire Polo Club in Indio, California and features musical artists from several genres of music, including rock, pop, hip hop, and electronic dance music, in addition to various art installations, sculptures, and immersive exhibits.
“Our goal is to be at the heart of where the creative magic happens – and Coachella is an excellent platform to foster new conversations with emerging talents as well as established artists,” said Stefan Ponikva, Vice President Brand Communication, Brand Experience. “BMW wants to enable artists – musicians, designers, actors, storytellers – to express themselves and engage with our brand and the first-ever BMW XM.”
Much like the artists who bring Coachella to life, the BMW XM “Label Red” exudes star power with its striking silhouette, illuminated BMW kidney grille, and signature Toronto Red exterior trim. The bold design continues inside the cabin with a rear passenger area that was modelled after a luxurious lounge, complete with diamond quilted BMW Individual Vintage Merino leather seats set beneath a three-dimensional sculptural prism headliner containing 100 separate LED lights. Under the hood, the driver commands 738-horsepower from the same drivetrain that propels BMW’s newest race car – the BMW M Hybrid V8.
BMW Group in the United States.
BMW of North America, LLC was established 50 years ago to support the sales, marketing and distribution of BMW automobiles in the U.S. BMW Motorrad was brought into the fold in 1980. In 1993 BMW Group Financial Services NA, LLC was founded, and one year later BMW Manufacturing Co., LLC began assembling vehicles in South Carolina. In 2002 and 2003, BMW Group established MINI USA, and Rolls-Royce Motor Cars NA, LLC relaunching two iconic brands and rounding out its product portfolio.
Today, the BMW Group has a nationwide corporate footprint in the U.S. which consists of nearly 30 locations in 12 different states. Beyond the National Sales Company and Financial Services headquarters in Woodcliff Lake, NJ, its manufacturing plant in Spartanburg, South Carolina, and numerous other operational facilities, BMW Group in the U.S. also includes Designworks, a strategic design consultancy in Santa Monica, CA, BMW Group Technology Office USA, a technology research and development center in Silicon Valley, and BMW i Ventures, a venture capital fund, also in Silicon Valley.
BMW Group Plant Spartanburg is the largest single BMW production facility in the world, and the global center of competence for BMW Sports Activity Vehicles including the X3, X4, X5, X6, X7, and XM. The plant assembles more than 1,500 vehicles each day, and up to 450,000 annually. Since 1994, Plant Spartanburg has assembled more than 7 million BMW vehicles in the U.S.
The BMW Group sales organization in the U.S. is represented through a network of 351 BMW retailers, 139 BMW motorcycle retailers, 105 MINI passenger car dealers, and 38 Rolls-Royce Motor Car dealers. The company’s activities provide and support over 120,000 jobs across the U.S. and contribute more than 43.3 billion to the U.S. economy annually.
Journalist note: Information about BMW Group and its products in the USA is available to journalists on-line at www.bmwusanews.com www.miniusanews.com and www.press.bmwna.com
Founded in 1999 as a mecca for creators and performers from all walks of life, Coachella remains at the center of the global arts and culture scene. The festival occurs annually at the Empire Polo Club in Indio, California and features musical artists from several genres of music, including rock, pop, hip hop, and electronic dance music, in addition to various art installations, sculptures, and immersive exhibits.
“Our goal is to be at the heart of where the creative magic happens – and Coachella is an excellent platform to foster new conversations with emerging talents as well as established artists,” said Stefan Ponikva, Vice President Brand Communication, Brand Experience. “BMW wants to enable artists – musicians, designers, actors, storytellers – to express themselves and engage with our brand and the first-ever BMW XM.”
Much like the artists who bring Coachella to life, the BMW XM “Label Red” exudes star power with its striking silhouette, illuminated BMW kidney grille, and signature Toronto Red exterior trim. The bold design continues inside the cabin with a rear passenger area that was modelled after a luxurious lounge, complete with diamond quilted BMW Individual Vintage Merino leather seats set beneath a three-dimensional sculptural prism headliner containing 100 separate LED lights. Under the hood, the driver commands 738-horsepower from the same drivetrain that propels BMW’s newest race car – the BMW M Hybrid V8.
BMW Group in the United States.
BMW of North America, LLC was established 50 years ago to support the sales, marketing and distribution of BMW automobiles in the U.S. BMW Motorrad was brought into the fold in 1980. In 1993 BMW Group Financial Services NA, LLC was founded, and one year later BMW Manufacturing Co., LLC began assembling vehicles in South Carolina. In 2002 and 2003, BMW Group established MINI USA, and Rolls-Royce Motor Cars NA, LLC relaunching two iconic brands and rounding out its product portfolio.
Today, the BMW Group has a nationwide corporate footprint in the U.S. which consists of nearly 30 locations in 12 different states. Beyond the National Sales Company and Financial Services headquarters in Woodcliff Lake, NJ, its manufacturing plant in Spartanburg, South Carolina, and numerous other operational facilities, BMW Group in the U.S. also includes Designworks, a strategic design consultancy in Santa Monica, CA, BMW Group Technology Office USA, a technology research and development center in Silicon Valley, and BMW i Ventures, a venture capital fund, also in Silicon Valley.
BMW Group Plant Spartanburg is the largest single BMW production facility in the world, and the global center of competence for BMW Sports Activity Vehicles including the X3, X4, X5, X6, X7, and XM. The plant assembles more than 1,500 vehicles each day, and up to 450,000 annually. Since 1994, Plant Spartanburg has assembled more than 7 million BMW vehicles in the U.S.
The BMW Group sales organization in the U.S. is represented through a network of 351 BMW retailers, 139 BMW motorcycle retailers, 105 MINI passenger car dealers, and 38 Rolls-Royce Motor Car dealers. The company’s activities provide and support over 120,000 jobs across the U.S. and contribute more than 43.3 billion to the U.S. economy annually.
Journalist note: Information about BMW Group and its products in the USA is available to journalists on-line at www.bmwusanews.com www.miniusanews.com and www.press.bmwna.com