The communication for the launch of the new BMW XM, the first high-performance car with M HYBRID drive system, will be launched by BMW in cooperation with powerful, independent and successful creators. First and foremost: Naomi Campbell, model, actress, cultural ambassador and one of the most influential figures on the international fashion scene over the past four decades. With her as co-creator, the global communication for the market launch of the BMW XM under the slogan "Dare to be You" focuses on a new dimension of self-confidence, expressive lifestyle and assured individuality. The first BMW XM not only makes a provocative design statement, but also pioneers maximum performance combined with an electric drive system.
"The BMW M slogan 'Dare to be you' immediately appealed to me because it describes exactly the confident attitude that is essential for progress and positive change," says Naomi Campbell. With her strong sense of aesthetics and design, she will play a key role in upcoming projects. As part of this collaboration, a unique BMW XM model designed by her will be launched during 2023.
A timeless icon and a dedicated advocate for social change, Naomi Campbell belongs to the elite group of catwalk stars for whom the term supermodel was coined. Born in Britain to Jamaican parents, Naomi uses her presence at international fashion shows to advocate for greater diversity in fashion. This is why she continues to be seen as a trailblazer for the next generation of emerging talent in the creative and fashion scene.
Alongside her career on the couture runways, Naomi Campbell has long been successful as an actress, designer and entrepreneur. In addition, she supports various charities, including UNESCO and the new EMERGE initiative aimed at fostering the creative talent of tomorrow, which in 2022 focused primarily on the next generation of cultural talent on the African continent. "Naomi Campbell is a woman who follows her own path with determination and, in addition to being a unique supermodel, has also developed into a fascinating personality," says Jens Thiemer, Senior Vice President Customer and Brand BMW. "Few people can identify with the slogan 'Dare to be You' as much as she can."
The BMW XM will make its debut in global car markets in spring 2023 and is expected to make a splash with both its expressive design and dynamic interior character with the M Lounge at the rear, as well as its stunning performance. BMW M GmbH combines an exciting vehicle philosophy with innovative drive technology with the independently developed SAV, available exclusively as a BMW M model.
The BMW XM M HYBRID system, derived from endurance racing and used for the first time in a production model, delivers 653 hp. As a special BMW XM Label Red model with a maximum output of 748 hp, it will even become the most powerful mass-production vehicle ever approved for road use in the 50-year history of BMW M GmbH, from autumn 2023.
