2024 BMW XM Label Red Review: The Most Powerful M Car Ever Built
BMW has never shied away from pushing boundaries, and the 2024 XM Label Red is a bold statement of intent. Combining plug-in hybrid technology with brutal V8 power, the XM Label Red is the most powerful BMW M car ever created — and one of the most exclusive. With only 500 units globally, and just 30 units allocated to Australia, the XM Label Red is more than just a luxury SUV — it’s a collector’s piece.
Let’s take a closer look at what makes this $400,000 machine one of the most talked-about SUVs in the performance world today.
Design: Bold, Brutal, and Impossible to Ignore
There’s no mistaking the XM on the road — especially in Label Red Edition form. It’s over 5 meters long, aggressive from every angle, and features distinctive red accents that run throughout the bodywork.
The Frozen Black Carbon paint gives it a stealthy finish, while custom black alloy wheels with red inserts emphasize the Label Red’s exclusivity. BMW’s design direction may be controversial, but the XM was built to compete against rivals like the Lamborghini Urus, Aston Martin DBX, Bentley Bentayga, and Mercedes G-Class. In that context, its extravagant design makes sense — this is a car meant to stand out.
Cabin: Ultra-Luxury Meets Motorsport Vibes
Step inside, and the XM Label Red delivers the level of opulence you'd expect from a $400K flagship. The interior features full Merino leather, a blend of carbon fiber trims, and red contrast details that align with the vehicle's identity.
Key interior highlights:
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Label Red–exclusive upholstery in black with red stitching and accents
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Plaque noting one of 500 units worldwide
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Dual-screen layout with:
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12.3-inch digital instrument cluster
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14.9-inch central infotainment screen
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Bowers & Wilkins premium sound system
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Wireless Apple CarPlay and Android Auto
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Four-zone climate control
Ergonomically, the XM offers a commanding driving position, with multi-adjustable seats, intuitive controls, and a modern BMW interface that allows extensive customization of drive settings — from suspension and steering to hybrid mode behavior.
The M Lounge: Rear Luxury Reimagined
BMW calls the rear seating area the "M Lounge", and it lives up to the name. The rear bench is a one-piece curved design, extending seamlessly into the door panels for a lounge-like feel. It’s spacious, comfortable, and packed with features for rear passengers.
Rear seat highlights include:
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Heated and ventilated outboard seats
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Fold-down center armrest with cupholders
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Ambient prism lighting headliner with customizable colors
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Plush cushioning with ample legroom, headroom, and storage options
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USB-C ports, seatback map pockets, and climate control for each passenger
While the XM lacks a panoramic glass roof, the ambient prism effect adds visual drama to the cabin — creating a moody, upscale atmosphere that feels bespoke.
Cargo Space and Practicality
The XM’s tailgate opens quietly to reveal a cargo area of just over 500 liters, with around 1,800 liters available when the rear seats are folded down. Due to the hybrid system, there’s no underfloor storage or spare tire — but BMW includes a premium carry bag for the charging cables.
Performance: Power, Precision, and Presence
Under the hood, the XM Label Red features a 4.4-liter twin-turbocharged V8 paired with an electric motor integrated into the 8-speed automatic transmission. The combined output is staggering:
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550 kW (738 hp)
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1,000 Nm of torque
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0–100 km/h in 3.8 seconds (3.7 seconds achieved during testing)
This makes it the most powerful M car BMW has ever built. And despite its 2.7-ton weight, the XM feels incredibly quick. The power delivery is linear and effortless, with a V8 growl that adds to the drama. Launches are aggressive but controlled, and the supercar-like acceleration feels unreal in an SUV this size.
Handling and Dynamics
Despite weighing nearly as much as a fully grown rhinoceros, the XM Label Red handles with confidence. Thanks to the rear-biased M xDrive all-wheel drive system, the SUV can distribute torque effectively, giving it a surprising amount of agility through corners.
Ride quality is a mixed bag. While composed on smooth roads, the suspension can feel firm over rough Australian surfaces — something to consider for buyers expecting S-Class plushness. Even in Comfort mode, the ride doesn’t quite isolate all road imperfections.
Still, the braking system is strong and consistent, giving the driver confidence at speed. On winding roads and during track testing, the XM proved that it’s more than just a straight-line performer — it’s also athletically engineered for twisty terrain.
Plug-In Hybrid Capability
One of the XM's key strengths is its plug-in hybrid powertrain, offering an electric-only range of around 80–91 km, depending on conditions. The 25.7 kWh battery allows drivers to commute silently and efficiently during the week, then unleash the full V8 power when desired.
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Electric top speed: up to 140 km/h
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Tested EV range: 91.4 km (urban driving)
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Real-world fuel efficiency (battery depleted): approx. 13.9 L/100 km
While the official figure claims 1.7 L/100 km, that's only achievable with regular charging. Once the battery is depleted, fuel consumption climbs — but that’s expected in a 738 hp SUV.
Safety Features
Though not yet crash-tested, the XM comes loaded with advanced safety tech, including:
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Adaptive cruise control
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Blind spot monitoring
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Lane keep assist
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Autonomous emergency braking
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360-degree camera system
The technology suite ensures drivers remain confident and aware, even in such a large, powerful vehicle.
Final Verdict: A Beast for the Brave
The BMW XM Label Red is a bold experiment — a plug-in hybrid SUV with supercar power, limited availability, and ultra-luxurious appointments. It delivers mind-bending acceleration, a commanding presence, and a high level of personalization. But it’s not without trade-offs.
Its ride comfort may not meet everyone’s expectations at this price point, and its styling remains divisive. However, for those who want a rare, powerful, and technologically advanced M car — one that you can drive electrically during the week and blast down country roads on the weekend — the XM Label Red is in a league of its own.
Whether it reaches M1-like legend status in the future is still uncertain. But one thing’s for sure: BMW didn’t hold back, and this beast of an SUV proves it.
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