Coachella always proves to be a hotbed for celebrities and social media stars alike so it comes as little surprise that BMW used the event to help market the hybrid XM SUV.
To get ready for the annual music festival, BMW covered five XMs in chrome wraps and with black ‘Coachella’ text along their sides. Given how controversial the design of the XM has proven to be since its unveiling, the decision to wrap them in chrome seems like an obvious one and the finish actually seems to suit them quite well.
There’s little doubt that some of the odd configurations we’ve seen of XM models so far have contributed to the general disdain for its design. The XM Label Red with its bright red lipstick across the kidney grilles and around the side windows is particularly garish, as are some of the other two-tone color schemes we’ve seen. These XMs are bathed almost entirely in chrome but do have some black accents to help tone down the design just a touch.
Read: Entry Level BMW XM 50e Disappoints With Just 469 HP And A Slower 0-60 Than X3 M40i
There’s a lot of wealth on display at Coachella so it makes sense for BMW to make its presence known at the event. It attended last year’s event too and brought along the iX which was its latest and greatest SUV at the time. It has also partnered with the event on multiple occasions.
While the XM combines solid levels of performance with plenty of luxury, recent reports indicate that the German carmaker may be struggling to sell as many as it would like. Members of the Bimmerpost forum discovered there is a BMW dealer in the U.S. that is selling XMs at a discount of $10,000. That’s quite a surprise, particularly given how all too common markups are across the industry at the moment, especially for high-end vehicles like the XM.