BMW Experience 2026 gave customers and performance enthusiasts in Argentina the opportunity to put the brand’s M and M Performance vehicles through their paces, with more than 400 test drives completed over two days at the Roberto Mouras racetrack in La Plata.
More Than 500 Attend Gen M Edition Event
The BMW Experience 2026: Gen M Edition attracted around 500 attendees, including customers, media members, and M enthusiasts, for a celebration of the company’s performance lineup.
More than 15 vehicles were available to drive on the short circuit, giving participants the chance to experience models ranging from M Lite variants to full M cars. A total of 412 test drives were completed during the event.
This was not a low-speed demonstration. BMW said participants could exceed 124 mph (200 km/h) in vehicles including the M135, M240i, M340i, and X3 M50. MINI also brought John Cooper Works models to the track.
Professional Driver Takes Guests for High-Speed Rides
The experience became considerably more serious when professional driver Julián Santero took guests for taxi rides in the M3 Touring and M5.
While attendees had the opportunity to drive several high-performance models themselves, the rides demonstrated what a professional racing driver could extract from BMW’s more powerful vehicles.
New BMW and MINI Models Debut in Argentina
The Gen M Edition also served as a launchpad for several new models arriving in Argentina. BMW M introduced the limited-run M2 CS, the first CS model sold in Argentina, alongside the M440i xDrive Convertible, the first G23 variant available locally.
MINI was also represented with the Countryman JCW and the JCW GP Inspired Edition hot hatch.
In total, the company displayed 23 BMW, MINI, and BMW Motorrad models during the event.
BMW Motorrad Joins With F 450 GS Local Debut
BMW Motorrad also took part in the event with the local debut of the F 450 GS. The new entry-level GS was displayed in a dedicated area, giving attendees a look at what BMW has planned beyond its four-wheeled performance vehicles.
For BMW, the turnout and driving activity provided encouraging numbers in a market where Argentina is not a major market for M. The event gave customers the opportunity to experience the brand’s performance vehicles in an environment where they make the most sense: on a racetrack.
The 2.65-mile (4.26-kilometer) Autódromo Roberto José Mouras, which hosted BMW Experience 2026, turns 30 this year and hosts a variety of races in the Turismo Carretera series.
