BMW showcases M division innovations at Abu Dhabi event

ABU DHABI – The BMW M Experience recently took place at Yas Marina Circuit. This two-day event showcased the latest technologies and products from BMW’s M division. Participants had the chance to test-drive powerful cars, including the BMW M4, while wearing virtual reality (VR) headsets that enhanced the driving experience. The event aims to train dealers and inspire them to promote BMW M cars. Some customers could also join for a fee of €5,900 (around S$8,550). A total of 99 customers attended, including five from Singapore. BMW M’s vice-president, Sylvia Neubauer, noted that such experiences often encourage buyers, with many attendees purchasing cars within a year. Beyond driving, participants enjoyed a speedboat ride around Abu Dhabi’s Yas Bay followed by lunch. Dinner was held on the race track, offering a unique dining experience under the stars. The driving experiences included drag racing BMW XMs and testing various models like the M5 Touring and M3 Touring. Each car had its own character, yet all maintained BMW’s commitment to high performance and driver enjoyment. The event highlighted BMW's dedication to innovation and customer engagement.