BMW has been orchestrating high performance driving event (HPDE) to showcase their products for the better part of a decade. In that same time period, BMW has launched and later sunseted two groundbreaking EVs: the i3 and the i8 PHEV. Now with the launch of the i4 and iX EVs, BMW has two more mainstream, yet more performance forward EV offerings, both with an M-lite variant providing an almost illogically high amount of horsepower. And these are models showcased in this year’s Ultimate Driving Experience (UDE). I attended the event this past weekend at Angels Stadium in Anaheim, California.
First the i4, essentially an EV variant of the 4-Series Gran Coupe, this model is offered in fast (eDrive40) and way fast (M50). The latter has 536-hp, 33-hp more than the M3 Competition and a 0-60 time in the mid 3-second range. These models start at $56,895 for the eDrive40 and $67,295 for the M50 (though keep in mind each is no longer are eligible for the federal tax credit). The i4 M50 was the main attraction of this year’s UDE and the vehicle featured on the autocross drive. If there ever were lingering myths that EVs can’t be exotically fast vehicles capable of race events (ok fine, autocross, but still applies), consider them officially dispelled. Maybe too fast though, at least on an autocross circuit. But fun? Definitely. We were granted 3 laps in a technical but not impossibly difficult course. As with most of these HPDE events, professional drivers were on hand to provide coaching from the passenger’s seat. Useful, but not enough track time to get full use of that knowledge transfer. But the event serves as a taste test of the BMW i EV formula, and it works.
That wasn’t the only attraction on tap here, as there was a fairly full line-up of BMW and even MINI (for the Cooper SE Electric at least) models available to drive on a predetermined loop on the streets surrounding Angels Stadium in Anaheim. I rode passenger side in one of the MINI Cooper SE, but took the driver’s seat in the new iX SUV. Available in both xDrive50 and M60, your choices are plenty fast or way too fast. I chose to test out an xDrive50 as 516-hp seems like enough for a short drive on surface streets. The M60’s 610-hp would only serve to create a higher window for trouble. Unlike the i4’s genesis from a sporty gas vehicle to an even sportier EV, the iX is ground up EV. This means freedom to style the vehicle in a polarizing manner (though the styling is certainly growing on me), but it also means a low EV-esque cowl and a vehicle that won’t be mistaken for anything else.
Lastly, there was the iX Challenge. Here, an iX (you guessed it) was on hand for an acceleration and braking challenge. But you can do that with a gas vehicle too. The twist was a slalom course at slow speeds to test out the 4-wheel steering and a regen-only brake zone test. Nice touches that elegantly showcase the unique features set of the iX. In case that wasn’t enough, the drive instructor also made sure to demonstrate the electrochromatic panoramic moonroof, ok we get it this vehicle is special. The crystal controls for gear change, infotainment and power seat adjustment? Maybe a bit too over the top for more pragmatic BMW intenders though.
Not a bad way to spend a half day whether you’re in the market for a BMW, an EV or none of the above. After all the mark of a good experiential marketing event is that you’re intrigued and even talking about it and this event absolutely scored on that front.
If you haven’t already tried one out in your city, check here to see if there’s an event upcoming:
https://driving.bmwusa.com/cities
If you already missed it, be sure to sign up to get notifications for next year’s event, there’ll surely be one if history is any guide.
The Autolytic 