BMW may be hoping to win over more fans to the M-Car fold with its latest introduction of the XM Label Red, the division’s most powerful road car to date. However, the regular XM may not have been fairing too well, with users online speculating that poor demand has resulted in the company offering an impromptu fire sale of its performance SUV.
According to a forum member of Bimmerpost, a BMW dealer in the southern states is offering XMs with a sizeable discount of $10,000. This flies in the face of two things. One: the presumption that big, powerful SUVs are the latest cash cows of the automotive industry. Two: that unscrupulous dealers are always out to maximize markups on new performance cars.
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Of course, the regular XM, which is powered by a 4.4-liter V8 coupled to a single electric motor, seems a little underwhelming in light of the new Label Red version. For the regular XM’s price that starts at $159,995 , you’re getting a car that, with a 4.1 second 0–60 mph (0–96 km/h) time, is no faster than a BMW M240i xDrive — a car that isn’t branded as a proper “M” car, let alone the division’s first standalone model in 40 years. It’s also slower yet more expensive than both the BMW X5 M Competition and X6 M Competition.
And, of course, there are the looks to factor in too. While some research may point to the success of BMW’s controversial design direction, could the XM be a bridge too far? In addition to fighting within the ranks, the XM also has to compete with cars such as the Porsche Cayenne S E-Hybrid and Lamborghini Urus. While neither is the most stunning example of car design, it may be fair to suggest that to the majority, the XM is not a looker in such company.
It may be far too early in the model’s lifecycle to be too alarmist, but the situation will undoubtedly make many cast their minds back to the BMW M8 Coupe and Convertible’s price reductions. The M8 was dropped for the 2021 model year, only to return with a whopping $16,000 price cut.
What do you think? Is this a sign of things to come for the XM, or will the appeal rebound with time?
