BMW is translating the thrill of its most iconic performance cars into something completely unexpected: fragrance.
The German automaker’s legendary M division, known for its racing heritage and powerful road cars, has teamed up with world-renowned perfumers Frank Voelkl and Alexandra Monet to launch a collection of three fragrances.
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Each bottle not only carries the unmistakable M tricolor stripes but also encapsulates the spirit of a defining year in BMW M’s history.
Three years, three scents
- 1972 (The Beginning): Marking the founding of BMW M and the debut of the legendary 3.0 CSL, this light-blue bottle carries an energetic blend of citrus, zesty lemon, and fresh herbs.
- 1985 (The Icon): Celebrating the birth of the cult-classic M3 E30, this deeper blue flacon pairs crisp apple notes with warm amber woods.
- 2025 (The Future): Inspired by the new electrified M5 G90, the red bottle delivers a modern mix of pink pepper, mineral clarity, and refined woods.
Each scent is more than just olfactive storytelling, it’s designed as a collectible object, carrying BMW M’s visual identity and cultural cachet beyond the racetrack.
The collection aligns with BMW M’s new “Gen M” campaign, the successor to its cult-favorite M Town world-building effort. The goal? To extend the brand’s DNA into lifestyle touchpoints and strengthen its global community around values of performance, innovation, and culture.
The fragrances will be available in 50ml ($67/€62) and 100ml ($92/€85) bottles starting October 30, 2025, sold via Mavive’s online shop and select international retailers. The drop is strategically timed with the IAA Mobility show in Munich, where BMW is also unveiling its first Neue Klasse EV, the iX3.
