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1. BMW M is a lifestyle brand and has been for a long while, bmw is now embracing it now to the chagrin of the hardcore traditionalists. Where once the consumers buying just for the badge were out of mainstream M, the tables have turned and now the consumers buying purely on performance spec are out of mainstream. That is not to say bmw is ignoring performance roots but they are unashamed to blend the two
2. Recognizing the above this collaboration makes alot of sense with where BMW is positioning the core Brand and M Sub brand as a hip, forward thinking, fashionable, luxury brand (I personally have no affection nor really know much about what kith style represents)
3. Only making 150 units, clear recognition that this collab is on the fashion fringe of the brand positioning, enough to get attention on social/press but I doubt anyone will ever actually see one on the road, destined for collection or some celebrity/influencers garage, will be a nice barrett-Jackson in 2050, X of 150
4. Official confirmation xdrive will be MY2022
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