BMW Shows Off Color Options
The incomparable power of the 2024 BMW XM Label has been made even more breathtaking with a one-of-a-kind feature. It is now the first vehicle to offer BMW Individual paint at no cost, enabling drivers to select from a maximum assortment of 50 special hues for their XM Label.
“This is the first time we are offering this,” declared Alex Dabrowski, Product Planning Specialist for BMW Luxury Cars. “We felt it was essential, particularly for the XM label, since it is the most potent production model and the peak of our selection. And at that price point of $185,000, we wanted to give clients the ultimate selection in color.”
At Test Fest, an industry event where BMW gave journalists the opportunity to get behind the wheel of its latest models, the German automaker had a range of Individual XM Label examples available for us to drive. A few of these are pictured below, including Anglesey Green Metallic, Daytona Violet Metallic, and Urban Green. “We wanted to show off our color range,” Dabrowski quipped.
At the current time, the XM Badge still has a basic tailor on the BMW page with a mere 11 shades, though clients can view all of the options by visiting the recently enhanced BMW Individual Showcase.
“We’ve blended classic BMW hues with the new offerings available at Plant Spartanburg (South Carolina),” Dabrowski stated. “In addition, there’s also the Frozen Carbon Black, a ‘hero spec’ of the XM Label that is highly exclusive worldwide.” He continued, “It’s a mix of both past BMW colors that we incorporate into the product portfolio that we have available.”
If you’re in the market for Frozen Carbon Black, you’ll need to order the XM Label with its distinctive red accents on the grille, window surrounds and wheels. While these details are available in other color schemes, CarBuzz was told by Dabrowski that black is the more popular choice.
When it comes to color, the Label Red moniker is no more. “We wanted to simplify it and just call it XM Label (in North America),” Dabrowski explained. The name change is part of a larger effort to unify the branding of the company’s products across the globe.
Other BMW product evangelists whom our team talked to named cars such as the Bentley Bentayga and Lamborghini Urus as chief opponents. Despite being pricier than the XM Label, they offer an expansive degree of customization. To counter this with more individualization but at a less expensive rate was critical for BMW. Regrettably, customizing on the inside is one area where the XM Label trails behind a Bentley, Porsche, or Lamborghini.
“XM Label may be the only option in the US market, but the interior is limited to black and red,” said Dabrowski. “Depending on the exterior color, this could create a clash. We are looking into adding more interior options, but for now, black and red is all that’s available.”
