What's Happening?
Kith, a New York-based company founded in 2011, has partnered with BMW to create a unique restomod of a 2000 BMW X5, featuring a 5.0-liter naturally aspirated V10 engine from a 2004 M5. This engine, producing 373 kilowatts, is paired with a six-speed
manual transmission, a configuration previously exclusive to North American M5 models. The original X5 was completely disassembled, with all components inspected, restored, or replaced. While the permanent all-wheel-drive system was retained, the chassis received M-components, including more powerful M Sport brakes and stiffer suspension. The interior has been extensively re-upholstered with black leather, featuring embroidered Kith branding and a speedometer displaying the Kith name. Alongside this custom build, a new X5 by Kith edition was also unveiled, which is a standard X5 40 xDrive equipped with 23-inch wheels, M Sport brakes, and carbon fiber-framed bucket seats upholstered in black leather. Neither of these vehicles is intended for sale, serving instead as showcases for Kith founder and CEO Ronnie Fieg's vision and the company's capabilities.
Why It's Important?
This collaboration highlights the growing trend of luxury lifestyle brands like Kith venturing into the automotive sector, particularly in custom vehicle design and restomod projects. For BMW, it represents an innovative marketing strategy, leveraging Kith's influence in fashion and culture to connect with a younger, design-conscious demographic. The integration of a high-performance M5 engine into an older X5 model demonstrates a fusion of classic automotive engineering with modern customization, appealing to enthusiasts who appreciate both heritage and bespoke craftsmanship. The project also underscores the potential for cross-industry partnerships to create unique, high-value products that generate significant brand buzz, even if not directly for commercial sale. This type of collaboration can influence future trends in automotive customization and brand partnerships, potentially leading to more exclusive, limited-edition vehicles that blur the lines between automotive and lifestyle products.
What's Next?
While these specific Kith-designed BMW X5 models are not for sale, their unveiling is likely to generate considerable attention within both the automotive and fashion communities. This exposure could lead to further collaborations between Kith and BMW, or inspire similar partnerships between other luxury brands and automakers. The success of this project as a brand showcase might encourage Kith to explore more production-oriented automotive accessories or limited-edition vehicle customization packages in the future. For BMW, the positive reception could inform future marketing strategies, potentially leading to more bespoke or co-branded vehicle offerings designed to appeal to niche markets and collectors. The project also sets a precedent for how luxury brands can engage with their audience through unique, non-commercial ventures that emphasize craftsmanship and exclusivity.
Beyond the Headlines
The Kith and BMW collaboration transcends a simple product launch, delving into the realm of brand storytelling and artistic expression. By creating a V10-powered X5 restomod, Kith is not just customizing a car; it's reimagining a vehicle that BMW never officially produced in an M version, fulfilling a long-held desire among some enthusiasts. This project taps into the emotional connection people have with iconic car models and elevates it through bespoke design and performance enhancements. It also reflects a broader cultural shift where luxury is increasingly defined by exclusivity, personalization, and the narrative behind a product, rather than just its price tag. The non-commercial nature of these vehicles further emphasizes their status as art pieces or statements of capability, rather than mere commodities, highlighting the power of brand collaborations to create aspirational objects that resonate deeply with specific consumer segments.
