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Experience the Epitome of Luxury at the International Motor Show Germany 2023

Experience the Epitome of Luxury at the International Motor Show Germany 2023

From September 5th to 10th, 2023, the automotive world will converge in Munich for the highly anticipated International Motor Show Germany (Internationale Automobil Ausstellung or IAA). This year, BMW M, the embodiment of precision engineering and automotive excellence, will take center stage at several locations across Munich. Get ready to embark on an extraordinary journey into the world of BMW M, where electrification, interactivity, and creativity redefine the automotive lifestyle.

BMW 3.0 CSL: Fuel consumption weighted combined in l/100 km: 11.0 (WLTP); C02 emissions weighted combined in g/km: 249 (WLTP). Photo: BMW M

M Power at IAA 2023:

1. BMW M Lifestyle Pop-up Store in Sendlinger Straße

Begin your BMW M adventure at the heart of Munich’s bustling city center – Sendlinger Straße. The BMW M Lifestyle Pop-up Store is a must-visit destination for anyone looking to immerse themselves in the captivating car culture and lifestyle embraced by BMW M enthusiasts worldwide. This extraordinary two-story store boasts a captivating design concept, complete with a cozy coffee and bar area. While you explore the store, a live DJ will provide the perfect soundtrack to your M experience, starting daily at 4 pm.

The Pop-up Store offers exclusive promotions that are sure to excite, including a dipping station. Here, you can personalize 3D-printed key rings, designed and crafted at the renowned BMW Group Additive Manufacturing Campus. Customize these key rings with the iconic BMW M stripes or the current violet shade from the Lifestyle Collection. And if you fall in love with the BMW M lifestyle, you’re in luck – a wide selection of items from the current BMW Lifestyle Collection, as well as the all-new M Collection, awaits your exploration.

Capture your transformation into a true BMW M enthusiast with an innovative 360-degree spin cam, allowing you to create memorable videos that can be downloaded and shared instantly. Get ready to experience the thrill of M like never before.

Location: Sendlinger Strasse 10, Munich

Opening Hours:

  • Ground Floor (BMW Lifestyle): September 2nd to 23rd, 2023 | 10 a.m. to 8 p.m.
  • Upper Floor (BMW M): September 4th to 16th, 2023 | 10 a.m. to 9 p.m.
Photo: BMW M

2. BMW M at BMW Welt

BMW Welt is set to become a hub of excitement during the IAA Mobility 2023. In the BMW M Area, you’ll discover a host of thrilling and action-packed experiences that revolve around the themes of high performance and adrenaline rushes. Get your competitive spirit in gear with the XM Dance Challenge, where you can create, download, and share your dance moves with fellow visitors.

Step into the future with the BMW M Mixed Reality Experience, a cutting-edge virtual reality technology developed by BMW M. Here, you can explore the immersive world of BMW M using a specially converted BMW M2. Additionally, be sure to take a captivating high-performance mirror selfie against the mesmerizing mirror wall in the M area.

Witness the automotive powerhouses, the BMW XM Label Red and the BMW M Hybrid V8 Showcar, up close and personal. Both vehicles will be on display, showcasing the pinnacle of BMW’s engineering and innovation.

Location: BMW Welt Munich, Am Olympiapark 1, Munich

Opening Hours:

  • Mon-Fri: 7:30 a.m. to midnight
  • Sun: 9 a.m. to midnight
Photo: BMW M


The Open Space at Max-Joseph-Platz embodies the future and electrification. If you’ve ever wondered how much M Power lies within all-electric vehicles from BMW M, this is your chance to find out. Explore the BMW i4 M50, the BMW i5 M60, and the BMW i7 M70, all showcasing their electrifying capabilities. A complete tour of the Open Space promises exciting glimpses of groundbreaking vision vehicles and a wealth of impressions related to e-mobility, sustainability, and design from BMW and Mini. Unwind in the chill-out areas and bars as you take in the electrifying atmosphere.

Join us at the IAA 2023 in Munich, where BMW M redefines luxury, power, and innovation. Don’t miss this extraordinary opportunity to witness the future of automotive excellence and immerse yourself in the captivating world of BMW M.

Location: Max-Joseph-Platz, Munich

Opening Hours: September 5th to 10th, 2023 | 10 a.m. to 10 p.m.

BMW XM Label Red: Fuel consumption in l/100km (combined): 2.0–1.6 (WLTP); Electric power consumption in kWh/100 km (combined): 33.5–32.5 (WLTP); CO2 emissions in g/km (combined): 45–35 (WLTP); Electric range in km: 76–82 (WLTP)

BMW M2 Coupé: Fuel consumption in l/100km (combined): 10.2-10.0 [9.9-9.6] (WLTP); CO2 emissions in g/km (combined): 231-226 [222-218] (WLTP), The figures in brackets refer to the vehicle with 8-speed Steptronic transmission.

Prepare to be dazzled, thrilled, and electrified at the International Motor Show Germany 2023. BMW M is ready to redefine your automotive expectations.

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