As if BMW didn’t have enough performance cars to tout, the German automaker decided it needed another. The Label Red debuted last September as the automaker’s most powerful M model.
It’s largely unnecessary for daily driving requirements, but practicality or value likely don’t have relevancy to potential high-performance SUV buyers. The Label Red is for car owners who want something the neighbor likely doesn’t have. The carmaker announced that only 500 of the vehicles will be made globally in its 2024 model, making this BMW’s venture into rarities.
Power is the new vehicle’s main attraction. The sport utility vehicle features a 4.4-liter, 577 horsepower, twin-turbo DOHC, 32-valve V-8. There’s also a 194-horsepower electric motor. The exhaust note is more grind than growl, and the drive is all BMW. It’s stiff and confident.
The manufacturer realizes its vehicle’s overpowering performance, promoting the Red Label with a creative writing lesson:
“The BMW XM Label Red responds to the needs and desires of a global target group of individualists—customers with a taste for an extrovert lifestyle and a passion for ultimate performance in a car reaching beyond traditional conventions.”
Sales of the Label Red began in April, with BMW targeting the United States, Middle East and China as top sales producers.
The exterior look is classic BMW, an all-around handsome design with a prominent split-kidney-shaped grille trimmed in red. There are one solid and eight metallic variants. Customers also can choose from more than 50 BMW individual special paint finishes, including Turban Green, Petrol Mica Metallic, Anglesey Green Metallic and Sepia Metallic.
In the reviewed black-red pattern, the trim for the body pillars has black surfaces; the upper sections of the backrests and head restraints are diamond-shaped in red; and red contrasting stitching is also used on the driver and front passenger and outer rear seats, instrument panel, center console, door trim and air vents. An “XM” badge below the control display and an interior trim strip of carbon fiber in satin effect with red and blue accents further distinguish the limited edition.
As a top-line performance SUV, BMW has loaded up the Label Red with safety features. Standard equipment includes six-piston, fixed-caliper brakes at the front and single-piston and floating-caliper units on the rear wheels. Two pedal feel settings and an adaptive suspension with a controlled damper and active roll stabilization are featured.
The BMW XM Label Red also includes a host of driving assistance features—front collision warning, lane departure and evasion assistance, active cruise control and parking assistance.
Multifunction seats, a curved display panel, head-up display, a sport-styled selector lever and control panel are positioned on a center console. The “M Hybrid” button selects desired different driving modes. A setup button provides direct access to the configuration of the powertrain, chassis, steering, braking system and M xDrive.
The leather steering wheel has trim elements in black chrome. Plus, M buttons, gearshift paddles with carbon inlays and a boost mode symbol on the left-hand shift paddle are all in red.
Nothing about the limited edition is subtle. A Bowers & Wilkins surround sound system with a 1,475-watt amplifier and four additional speakers in the roof area is a $3,400 option. Further technology: a cloud-based BMW Maps navigation system, Apple CarPlay and Android Auto and a personalized BMW ID functionality.
It’s a lot, and presented expertly. The new limited-edition beast is, however, expensive—another all-too-familiar BMW trait.
Facts & figures
Acceleration: 0-60 mph, 3.8 seconds
Airbags: 6
Gas mileage: 14 mpg city, 14 mpg hwy; MPGe, 46
Horsepower: 738
Manufacturer’s Suggested Retail Price: $185,000
Price as tested: $191,895
Manufacturer’s website: bmwusa.com
Warranty: Bumper-to-Bumper, 4 years/50,000 miles; Powertrain, 4 years/50,000 miles; Maintenance, 3 years/36,000 miles; Corrosion, 12 years/unlimited mileage
