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BMW’s Gen M Event Puts 400+ Enthusiasts Behind The Wheel
BMW Argentina hosted the BMW Experience 2026: Gen M Edition at the Roberto Mouras racetrack in La Plata, completing 412 test drives over two days. Around 500 attendees sampled more than 15 performance models, including the M2 CS and M440i xDrive Convertible, with pro driver Julián Santero offering hot laps in the M3 Touring and M5.
By Edward Beaumont · 3 min read
BMW Argentina has given customers and enthusiasts the chance to experience its M Performance and M cars the way they were intended, with a two-day track event that delivered more than 400 test drives. The BMW Experience 2026: Gen M Edition took place at the Roberto Mouras racetrack in La Plata, drawing around 500 attendees, including customers, media members, and M enthusiasts.
More than 15 cars were available to drive on the short circuit, allowing participants to sample everything from M Lite models to full-fat M cars. BMW says drivers could exceed 124 mph (200 km/h) in models including the M135, M240i, M340i, and the X3 M50. The MINI side was represented by John Cooper Works models, and a total of 412 test drives were completed over the course of the event.
The experience went up a notch when professional driver Julián Santero took guests for taxi rides in the M3 Touring and M5. While driving a high-performance BMW yourself is one thing, experiencing what a racing driver can extract from these cars is an entirely different proposition, and the hot laps proved a highlight for many attendees.
The Gen M Edition also served as a launchpad for several new models arriving in Argentina. BMW M brought the limited-run M2 CS, the first CS sold in the country, along with the M440i xDrive Convertible, which is the first G23-generation model available locally. MINI was also well 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. The two-wheeled division joined the party with the F 450 GS making its local debut. The new entry-level GS was displayed in a dedicated area, giving attendees a taste of what BMW has planned beyond its four-wheeled performance machines.
For BMW, the numbers from this year’s event are encouraging, considering Argentina is not a major market for M. The event allowed customers to experience what makes an M car special in the environment where these cars make the most sense: on a racetrack. The 2.65-mile (4.26-kilometer) Autódromo Roberto José Mouras, which hosts a variety of races in the Turismo Carretera series, turns 30 this year.
