BMW Found a Way to Make the XM Label Even Weirder By Turning It Into A DJ Booth
If you find the BMW XM Label challenging to look at, you may want to avert your gaze. The German automaker has just revealed the XM Label Soundmachine, turning its wildest SUV into a rolling DJ stage for the likes of Carl Cox to perform from. Built by five apprentices at the BMW Group plant in Dingolfing, the monstrous creation is fully functional and makes its world premiere at the Electric Mountain Festival in Sölden, Austria, with a fully functional Pioneer DJ deck and a dBTechnologies sound system. As brutish as the XM is, it needed some upgrades to accommodate the weight of this setup.
BMW Modifies the XM to Be a Mobile Event Location
The apprentices upgraded the roof to handle the extra weight of all the extra equipment, which includes a 6 m² double-sided LED screen behind the DJ booth. There are also four fog machines in the wheel arches, underbody lighting to make the smoke show dazzling, and a number of other fixed and moving stage lights. To ensure it has the capacity to entertain large crowds, the sound system includes four VIO C12 active speakers and four VIO S118R subwoofers, controlled via a Pioneer DJM V10 mixer and two CDJ 3000X players. This takes a lot of juice to run, but the XM Label's hybrid system can power the screen, sound, and lighting systems for up to an hour without any external power. As impressive as that is, the changes have doubled the vehicle's weight, adding 3,086 pounds for a total of roughly 6,173 lbs.
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As you can imagine, all this weight and bulk has taken its toll on performance. Despite the hybridized twin-turbo V8 developing 738 horsepower and 738 lb-ft of torque - enough to get to 60 mph in 3.6 seconds and up to a top speed of up to 175 mph with the M Driver's Package in a regular XM - this super SUV will be overtaken by cyclists, with this so-called Soundmachine now only able to do 15 kph, or less than 10 mph.
BMW's Biggest Creation Yet Will Tour
As noted earlier, this bizarre SUV first appeared at a music festival in Austria, and this weekend, it'll be at the 24 Hours of Nürburgring. After that, it'll head to France for the 24 Hours of Le Mans on June 13, before returning to Austria for the Spielberg MotoGP race on 19 September. While the one-off build clearly has no bearing on real-world vehicles, BMW may put the expansive 31-inch Theater Screen from the 7 Series in the XM, though the X7 seems a more likely candidate.
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This story was originally published May 16, 2026 at 6:00 PM.