Woodcliff Lake, NJ – April 7, 2022… BMW today announced its return as Official Partner of the Coachella Valley Music and Arts Festival, renewing the brand’s #RoadToCocahella campaign to celebrate the festival’s first post-pandemic activation. BMW’s 2022 Road To Coachella campaign will feature GRAMMY Award™-winning recording artist Doja Cat and numerous other collaborators alongside the all-new, fully-electric BMW i4 Gran Coupe and BMW iX Sports Activity Vehicle. The campaign kicks off Thursday, April 14, 2022, and extends through the festival’s first weekend.
 
“BMW is thrilled to bring our all-new, fully electric i4 Gran Coupe and iX Sports Activity Vehicle on the #RoadToCoachella after a two year pandemic hiatus,” said Uwe Dreher, vice president of marketing, BMW of North America. “This is a moment to celebrate several things: being together again, working with so many incredible collaborators once more, and a momentous launch of our all-new Ultimate Electric Driving Machines.”
 
To commemorate her role as the featured artist of BMW’s 2022 #RoadToCoachella, Doja Cat collaborated with creative director Brett Alan Nelson and renowned photographer David LaChapelle to design a one-of-a-kind vehicle wrap for the all-electric BMW iX. Doja’s unique iX will travel with her throughout her Coachella journey.
 
“The show that I’m preparing for Coachella defines everything that I’ve done from day one. I never like to do the same thing over and over again, I want to embrace that instead of run from it,” said Doja Cat. “BMW is an iconic brand and I am honored to be working with them. Be on the lookout at Coachella for some Doja-inspired rides.”
 
In addition to Doja Cat, BMW Road To Coachella collaborators include:

• 13-time X Games gold medalist and Olympic skateboarder Nyjah Huston
• Fashion designer and creative director Tremaine Emory
• TikTok creator and musical artist Dixie D’Amelio
• Makeup artist Patrick Ta
• Model and actor Evan Mock
• Fashion insider and NFL star Victor Cruz
• Model and dancer Victoria Brito
• TikTok creator and model Wisdom Kaye
• Fashion designer Harry Nuriev

 
BMW’s #RoadToCoachella campaign debuts across BMW channels on Thursday, April 14, 2022.
 
About the all-electric BMW i4 and BMW iX
The all-new BMW i4 Gran Coupe and BMW iX Sports Activity Vehicle are the newest chapters in BMW’s electrification story.
 
The BMW i4 Gran Coupe is the first all-electric sport sedan from BMW. Available in two levels, i4 eDrive40 and i4 M50, the model range brings electrified performance to BMW’s iconic Gran Coupe shape. The all-wheel-drive BMW i4 M50 is the first fully electric vehicle from BMW M GmbH, and offers a total system output of up to 536 hp from its dual electric motors. The BMW i4 M50 can launch from 0-60 miles per hour in just 3.7 seconds and return an EPA estimated range of 270 miles between charges. The rear-wheel-drive BMW i4 eDrive40 features a single 335 hp electric motor and can accelerate from 0-60 miles per hour in just 5.5 seconds and travel an EPA estimated range of up to 301 miles.
 
As the company’s technology flagship, the BMW iX brings together the fifth generation of BMW eDrive technology with the company’s latest developments in the fields of design, connectivity, digital services and sustainability. With 516 hp and a 0–60 time of only 4.6 seconds, the BMW iX offers an exhilarating driving experience with an EPA estimate of up to 324 miles of all-electric range and the latest in-vehicle technology, including 5G connectivity, a sweeping curved display that unites the 12.3-inch information display with a 14.9-inch central control display, and the debut of BMW iDrive 8, the company’s latest user-interface system.
 
The BMW i4 eDrive40 starts at $55,400, while the BMW i4 M50 starts at $65,900, plus $995 destination and handling for either model. The BMW iX xDrive50 starts at $83,200 plus $995 destination and handling.
 
BMW Group in the United States.
BMW of North America, LLC was established 50 years ago to support the sales, marketing and distribution of BMW automobiles and motorcycles in the U.S. In 1993 BMW Group Financial Services NA, LLC was founded, and one year later BMW Manufacturing Co., LLC began assembling vehicles in South Carolina. In 2002 and 2003, BMW Group established MINI USA, and Rolls-Royce Motor Cars NA, LLC relaunching two iconic brands and rounding out its product portfolio.

Today, the BMW Group has a nationwide corporate footprint in the U.S. which consists of nearly 30 locations in 12 different states. Beyond the National Sales Company and Financial Services headquarters in Woodcliff Lake, NJ, its manufacturing plant in Spartanburg, South Carolina, and numerous other operational facilities, BMW Group in the U.S. also includes Designworks, a strategic design consultancy in Santa Monica, CA, BMW Group Technology Office USA, a technology research and development center in Silicon Valley, and BMW i Ventures, a venture capital fund, also in Silicon Valley.

BMW Group Plant Spartanburg is the largest single BMW production facility in the world, and the global center of competence for BMW Sports Activity Vehicles including the X3, X4, X5, X6, X7, and XM. The plant assembles more than 1,500 vehicles each day, and up to 450,000 annually. Since 1994, Plant Spartanburg has assembled nearly 7 million BMW vehicles in the U.S.

The BMW Group sales organization in the U.S. is represented through a network of 350 BMW retailers, 147 BMW motorcycle retailers, 104 MINI passenger car dealers, and 38 Rolls-Royce Motor Car dealers. The company’s activities provide and support over 120,000 jobs across the U.S. and contribute more than 43.3 billion to the U.S. economy annually.

Journalist note: Information about BMW Group and its products in the USA is available to journalists on-line at www.bmwusanews.com, www.miniusanews.com and www.press.bmwna.com