The moment we arrived at the entrance of the BMW Driving Center in Yeongjong-dong, Jung-gu, Incheon, the atmosphere there was distinctly different from a typical event venue. The vehicles lined up in a corner of the parking lot were not part of the standard lineup; instead, the area was filled with M Series models, the brand's top-tier performance vehicles. This served as a signal flare for the opening of 'M FEST 2026,' held on the 23rd. The event space was designed not merely as an exhibition but as a place where history and modernity coexist. In particular, to commemorate the 40th anniversary of the M3, the core topic of this year, the first generation, which first appeared at the Frankfurt Motor Show in 1985, and the latest sixth generation model were exhibited side by side, capturing the visitors' attention. The first-generation M3 was developed as a homologation model that could be used both in racing and on public roads. It was equipped with a four-cylinder high-revving naturally aspirated engine, a lightweight chassis, and aerodynamic design, featuring a race-ready setup. When it was launched, the initial supply was sold out through pre-orders, proving the fervor of the enthusiast community. This vehicle was more than just a car; it was a symbolic existence.
Stepping out of the exhibition hall, another presence that caught the eye was the 'XM Label KITH Edition,' unveiled for the first time in Korea. This project, marking the third collaboration with KITH, a luxury lifestyle brand based in New York, was limited to a total of 47 units worldwide to celebrate the 47th anniversary of the BMW M1. Only four of these units were imported to Korea. The vehicles were painted with 'BMW Individual Frozen Techno Violet,' a unique purplish paint. Elegant KITH logos were engraved on the front and rear kidney grilles and throughout the interior, exuding both luxury and personality. The perfection of this design stood out even more when coupled with powerful performance. The M TwinPower Turbo V8 gasoline engine, combined with an electric motor in the hybrid system, delivers a combined 748 horsepower and 101.9 kg-m of torque, accelerating from a standstill to 100 km/h in just 3.8 seconds. This represents the most powerful powertrain in the brand's history, proving that no exaggeration is needed.
After the exhibition, visitors' footsteps naturally headed toward the driving experience. The true value of the event ultimately lay in the driving sensation felt on the track. On the track, there was an opportunity to drive various models in turn, including the M2, M3, M4, and M5. Each vehicle displayed unique driving characteristics; the M2, with its compact body, sliced through corners sharply, while the M5, a large sedan, offered thrilling acceleration that pushed the backrest with its surging output. This provided an opportunity to experience an area that is otherwise impossible to encounter on daily roads. Additionally, on the obstacle course, participants showed fierce competitive spirit in the race to quickly pass through narrow obstacles, cheering loudly every time the ranking changed by just 0.1 seconds. In particular, the drift experience allowed visitors to feel the unique sensation of the rear wheels slipping on a circular track filled with water. Although a professional instructor demonstrated the driving and explained the fine timing of steering manipulation, it was a difficult technique where even a 0.1-second error was not allowed. Through this, one could directly feel with their skin the body's shake and control touch that can never be felt on normal roads.
Direct driving alone was not enough, and the 'M Taxi' program, where passengers rode in vehicles driven by professional drivers, also became extremely popular. After driving the track personally, sitting in a vehicle driven by an expert allowed one to focus solely on the vehicle's movement and cornering feel, unlike usual experiences. Passing corners quickly without shaking and the rapid response when stepping on the accelerator pedal were distinctly different from the burden felt when driving oneself. The professional driver easily demonstrated long drifts even on a dry track, showing why BMW holds 'Performance' as its core brand value. As hot as the atmosphere at the event, the sales figures were surprisingly impressive. The brand achieved a 3% year-on-year growth, selling a total of 213,457 units worldwide in 2025. This means it renewed the record for the highest sales in history for the 14th consecutive year. The M model accounted for 9.8% of total sales, showing that in fact, one out of every ten cars sold belongs to this lineup. In the domestic market as well, total sales reached 5,541 units in 2025, recording the top spot in premium high-performance car sales for the second consecutive year. Even in the first quarter of this year, sales of 1,334 units maintained a robust trend, growing 7% compared to the same period last year. The fact that everything from super-high-performance models to daily-friendly models is sold evenly proves the brand's popularity. Leaving the driving center, the sound of the engine still echoed in our ears, and the sensation of the steering wheel remained on our palms. This event was a precious opportunity to experience the brand not just by looking at it but by experiencing it with our own bodies, and this experience was proven by massive sales figures, making it a certain success.