News News by Brand BMW News

The 738-HP 2024 BMW XM Label Red Is the Most Powerful BMW M Ever

It's not Red Label, it's Label Red, and you can see why. Also, it's got 738 hp and 738 lb-ft of torque.

BMW is giving its first-ever plug-in hybrid M car a massive power bump and some new threads and calling it the 2024 BMW XM Label Red. No, not Red Label—Label Red. This rather contrasting SUV boasts many firsts for the brand: it’s the first to use the colored-label naming structure, and it’s also the first one to produce over 700 horsepower. Perhaps more importantly, it’s also the most powerful factory BMW M ever.

To separate the XM Label Red from the standard XM, the automaker did two rather obvious things: crank the horsepower up to 11 and give it some red trim. Let’s start with the former. The twin-turbocharged 4.4-liter V8 hybrid powertrain now makes 738 horsepower and 738 pound-feet of torque. That’s an increase of 94 horsepower and 148 pound-feet over the standard XM.

No changes are made to the hybrid part of the powertrain, however. The battery is still 19.2 kWh, good for around 30 miles of range, and it still has an electric top speed of 87 mph. The additional power does help the XM Label Red get from zero to 60 mph in 3.7 seconds compared to the standard 4.1. As it’s usual with German performance cars, overall top speed is limited to 155 mph but can be bumped to 175 mph with the optional M Driver’s Package.

Despite having more ponies than any other high-performance SUV, including the Lamborghini Urus Performante and Aston Martin DBX 707, the XM Label Red isn’t any quicker. So what’s slowing it down? Weight. The Label Red comes in at 6,062 pounds, which is the same as the standard XM.

The adaptive suspension hardware remains untouched from the standard car, just with model-specific tuning. Its active roll stabilization is the same as the standard XM too, along with its rear-wheel steering and drive-by-wire braking system that offers different brake pedal settings.

If you’re expecting drastically different looks, you’re going to be disappointed. BMW gave it some red lipstick and a few pieces of red jewelry, but that’s about it. Its main piece of exterior trim—the one that runs the length of its shoulder line, up into the C-pillar, and around the windows—is now Toronto Red instead of black or bronze. It also gets red accents on its 23-inch wheels (22s are a no-cost option) and red grille trim.

There will only be a few different paint options available, such as Brooklyn Grey and Frozen Carbon Black. However, BMW is offering more than 50 Individual custom colors for no additional cost. Some of these are unique to the XM, such as Urban Green, Petrol Mica metallic, Anglesey Green metallic, and Sepia metallic. All of which get the same black and red exterior accents.

Moving inside, the Label Red still gets the standard car’s funky geometric headliner, which is now black but accented with red to highlight its shapes. It also gets red contrast stitching everywhere, red accents on the air vents, some black and red rear pillows, and a red “XM” badge on its carbon fiber trim. The latter of which features red and blue-accented threads, celebrating M’s famous colors.

Production of the BMW XM Label Red will begin in August at BMW’s Spartanburg, South Carolina plant. No pricing has been announced yet but it will certainly be quite a bit higher than the standard XM’s $159,995.

Got tips? Send ’em to