Trending PR Campaigns
The V10 Manual X5
BMW and streetwear brand Kith created a one-off 2000 X5 by fitting it with the E60 M5’s 5.0-litre V10 and six-speed manual gearbox. They paired the restored SUV with a new X5 in an exclusive colour, creating a deliberately impossible BMW that became the hook for its Monterey Car Week unveiling and press coverage.
Why it worked: It weaponized a forbidden-fruit angle—building a never-made V10 manual X5—then timed the reveal to Monterey Car Week’s news vacuum.
The lesson: Consider crafting a one-off that corrects a brand’s “missing variant,” and unveil it at a tentpole event with exclusivity baked in.
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