Monterey Car Week draws the automotive world’s attention every August, and BMW is arriving in force this year. The German manufacturer has confirmed an extensive program that involves concept premieres, motorsport celebrations, and even a fashion collaboration, all across the Monterey Peninsula from 13 to 16 August 2026.
Two concepts, two visions
At the centre of BMW’s program are the premieres of two concept vehicles, first being the BMW M Concept Neue Klasse, which we covered before. It makes its North American debut on Thursday evening at the House of M, previewing an all-electric future for BMW M, built around a four electric motor drive system and M-specific software BMW calls the “superbrain”, part of its broader Neue Klasse technology architecture.
The Vision BMW ALPINA follows on Friday at The Quail: A Motorsports Gathering, where a press conference will reveal the design study that features a coupé roofline, shark nose, full-grain leather interior, and crystal controls. BMW describes it as carrying the ALPINA tradition of speed, comfort, and refinement into a modern idiom. Both concepts will then appear together on the Concept Lawn at the 75th Pebble Beach Concours d’Elegance on Sunday.
Forty years of the M3
BMW is also marking four decades of the M3 throughout the week. On Thursday, a free public exhibition at Legends of the Autobahn® at Pacific Grove Golf Links will display landmark road cars, running from the original E30 M3 through to the new 2027 BMW M3 CS Handschalter.
Kith Collaboration Enters a New Chapter
Saturday evening brings an invitation-only panel discussion with Ronnie Fieg, founder, CEO, and Creative Director of Kith. BMW design leadership will join him to introduce what the brand describes as the fourth chapter of the “Kith for BMW” collaboration, including bespoke automobiles and a preview of the 2026 clothing and accessories collection.
The Kith partnership has grown steadily since its launch, and framing it alongside concept premieres and M3 heritage suggests BMW views the collaboration as a meaningful part of its brand identity. Taken together, BMW’s Monterey program covers a lot of ground: electric performance, luxury craftsmanship, motorsport history, and lifestyle culture. The M Concept Neue Klasse is arguably the most important piece, offering the clearest public signal yet of where BMW M wants to go. Reception will be interesting to track, but Monterey is a well chosen stage on which to start that conversation.
