BMW Trademarks ‘Mystique Allure’ A Day After Promising Two New Villa d’Este Reveals

It’s that time of the year again when BMW gears up for the Concorso d’Eleganza Villa d’Este on the shores of Lake Como in Italy, and this year, the German marque has promised two world premieres taking place at the event. While fans may be clamoring for new M cars, of which we know several are coming, it seems unlikely the world premieres we’ve been promised will fulfill those fantasies. Instead, one will take the form of a motorcycle from BMW Motorrad, described as “rock ’n’ roll on two wheels,” while the other is a “sporty one-of-a-kind with a maritime twist.” The latter will be the one car fans can get behind, but that vague description doesn’t give us all that much to go on as to what it may be. Last year, BMW displayed a one-off called the Z4 Concept Touring Coupe based on the Z4 Roadster, so the maritime-inspired model could also have its foundation in a current production model.

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Coincidental “Mystique Allure” Trademark Timing

Coincidentally, within 24 hours of the Villa D’este preview being sent out by BMW teasing the abovementioned premieres, CarBuzz discovered the trademark “Mystique Allure” filed with the European Intellectual Property Office under categories 12 (Vehicles; Motorcycles; Cycles; Apparatus for locomotion by land; Drives for land vehicles; engines for land vehicles; Parts and accessories for vehicles) and 28 (sporting goods and equipment; Equipment for fairs and playgrounds; toys, games, playthings and curios; video game devices; vehicle models; Parts and accessories for all the aforesaid goods, included in this class). The wording entailed in the Class 12 application suggests this could be the name of the new bike premiere, but as is always the case with trademarks, there is no guarantee of such wordmarks being used.

25 Years Of BMW Z8, 120 Years Of Rolls And Royce

Historically, Concorso d’Eleganza Villa d’Este is a classic car show built around a Concours event, but the event will honor classics in other ways, too. BMW Group Classic is celebrating 25 years since the BMW Z8 Roadster, claiming that the “legendary roadster will feature at the Concorso in a variety of ways.” This likely means a variety of restored cars, art pieces, and possibly a few other elements.

Because Villa d’Este celebrates more than just a single brand, Rolls-Royce will also have a strong showing. While the event takes place from 24-26 May, the 4th of May is a significant date for the history of the ultra-luxury brand. On that day 120 years ago, Henry Royce and Charles Stewart Rolls met for the first time, starting on a mission thereafter to create “the best car in the world.” As such, we expect a strong showing from classic Rolls-Royce models in the eight classes of the Concours competition and a scattering of modern display cars like the Spectre and Cullinan.

BMW M May Not Be Left Out

At the outset, we said there wouldn’t be a world premiere for a new BMW M model, despite the fact that we know the reveal of the M5 Touring – officially bound for America – is imminent. But BMW M CEO Frank van Meel will be present at Villa d’Este alongside the 20th official BMW art car as it makes its way to the 24 Hours of Le Mans. BMW’s announcement states that “BMW M is traditionally represented by an array of new products around the Concorso locations,” likely to include the facelifted M4 Coupe, which was revealed in January this year. If, between now and then, there are more M reveals, then these models will also be displayed. The only potential reveals that could happen in the weeks before Villa d’Este are the M5 in Sedan and Touring guises and a rumored M4 CS reveal, slated to happen sometime in the first half of this year.

With BMW’s plans to evolve the current Concorso d’Eleganza Villa d’Este into a full-blown rival to Monterey Car Week, the automaker will make the 2024 edition its most impressive yet, building on a successful 2023 event in which 10,000 guests attended the main public day (Sunday) and further 6,000 attended the Amici & Automobili – Wheels & Weisswürscht event on the Saturday.