The BMW announced its return as an official partner of Coachella Valley Music and Arts Festival, renewing the campaign #RoadToCoachella to celebrate the festival's first post-pandemic activation. The highlight is the participation of the winning artist of the GRAMMY Award™ Doja Cat and several other collaborators alongside the new BMW i4 Gran Coupe and BMW iX Sports Activity Vehicle, all-electric vehicles.

The campaign starts next Thursday, April 14, and runs until the first weekend of the festival. Celebrating her role as a standout in BMW's #RoadToCoachella, Doja Cat collaborated with Creative Director Brett Alan Nelson and the renowned photographer David LaChapelle to design a unique vehicle wrap for the all-electric BMW iX. Doja's exclusive iX, which will travel with her on her journey to Coachella, is inspired by her GRAMMY Award™ nominated album 'Planet Her'.

“The show I'm preparing for Coachella defines everything I've done from day one. I never like to do the same thing over and over again,” said Doja Cat. “BMW is an iconic brand and I am honored to be partnering. Keep an eye out at Coachella for some Doja-inspired tours.”

In addition to Doja Cat, BMW Road To Coachella contributors include: the 13-time X Games gold medalist and Olympic skater Nyjah Huston; stylist and creative director Tremaine Emory; content creator for TikTok and musical artist Dixie D'Amelio; the makeup artist Patrick Ta; the model and actor Evan Mock; the fashion expert and NFL star Victor Cruz; the model and dancer Victoria Brito; the template and content creator for TikTok Wisdom Kaye; and the stylist Harry Nuriev.

About the all-electric BMW i4 and BMW iX

Both confirmed for Brazil, the new BMW i4 Gran Coupe and BMW iX Sports Activity Vehicle are the latest chapters in BMW's electrification story. The BMW i4 Gran Coupe is BMW's first all-electric sports sedan.

Available in two tiers, i4 eDrive40 and i4 M50, the model range brings electrified performance to BMW's iconic Gran Coupe format. The BMW iX, as the company's technology flagship, is the first smart car on the market and brings the company's latest developments in the areas of design, connectivity, digital services and sustainability.


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