JOY OF JOYS

BMW Joytown was much more than just a two-day immersive brand experience festival. Here's a fanatic's experience.

- ARJAN BAHADUR SINGH

Recently, I visited BMW's first-ever R Joyfest in India. It was a two-day event consisting of everything from food, drinks, gigs, and, of course, a promise of adrenaline rush.

But before I start, I have a confession to make - I am a hardcore BMW fan. I have had a long association with the brand as I have owned two BMW 5 series models - the F10 LCI and the G30. I even love flaunting my love for the brand, especially when it comes to BMW caps, of which I have got a pretty decent collection myself. Anyway, I digress.

On the first day of the event, BMW India kick-started the proceedings with the launch of three vehicles - the 2023 S 1000 RR, the updated M340i, and the all-new and mighty XM. When I first saw it in pictures, I felt an aversion towards it. I almost had the same feeling when I first saw the new M3 and M4 on the internet with the vertically laid-out grille.

But, then, I saw the new M4 in the funky Sao Paulo Yellow colour at the event, and eventually, it grew on me.

Apart from the launches, BMW India also displayed their whole line-up at the venue.