BMW grills: a new market for the Munich brand

After motorcycles and cars, BMW has thrown itself fully into a new market. Reaching “heads of households” is no longer enough for the Munich marque, which is now setting out to win over “head chefs”.

The focus is a new business unit for electric and charcoal grills, which we travelled to Munich to discover. The comprehensive range is built alongside the brand’s cars and is intended for both domestic kitchens and professional use.

Sales begin today, 1 April, and this fresh business venture even has a Portuguese connection.

Inspired by four-wheeled models

The grills take their styling cues from the brand’s cars, with higher-specification versions even offering an illuminated front grille.

“After several years designing double-kidney grilles, we want to take the next step. It is a logical decision. With this grill range, it is possible to cook every kind of meat, fish, seafood and vegetable, all carrying the BMW quality seal,” Hans Fleischgrill, head of the brand’s new division, told Automobile Reason.

He also stressed that visual identity has been central to the development of these products. “These grills will be easy to recognise. Anyone walking past a house garden or looking into a restaurant kitchen will have no doubts: BMW-signed grilling is taking place there.”

Limited edition and Alentejo olive oil

The first 1916 units, marking the year BMW was founded, are individually numbered and have already sold out. Orders were discreetly opened at the end of 2023, exclusively for the brand’s best customers. This special version of the flagship charcoal model includes the “heritage” accessory, which makes it possible to grill kidneys in pairs.

If you were not among those able to order one of these numbered units, there is no need to lose heart. The first 500 orders placed from today, 1 April 2024, will receive a complimentary bottle of BMW olive oil.

Cold-pressed from olives grown in a centuries-old olive grove in Estremoz, the oil will be supplied in numbered bottles. It could offer a glimpse of the brand’s next venture. Asked about that possibility, Fleischgrill kept his options open: “at the moment, our priority is this unprecedented grill range; I cannot discuss the future. However, we have never turned our backs on a good challenge.”

BMW M versions for “busy families”

As stated in the documentation supplied with every grill, presented as a recipe book, “for the first time, BMW customers can choose whether they want to burn rubber or fat. Our commitment is to the quality of whatever is being driven and now also grilled, always with a premium multi-energy offering.”

As with the automotive division’s models, this new grill range will also receive M Performance versions, although these will be electric only.

They feature more powerful heating elements and non-stick grates made from a special composite which, according to the brand, enables faster grilling.

For now, the electric versions will be the most powerful and the most exclusive. But I still prefer charcoal, especially for meat.

• Hans Fleischgrill, head of BMW’s grill division.

First impressions in Munich

For this first test, BMW arranged an experience at a luxury hotel in the heart of Munich. Renowned chefs were on hand to demonstrate the full capabilities of the various available models.

However, alongside a carefully selected, small group of specialists, I was also given the chance to put on barbecue gloves and test one of the models first-hand.

I admit I approached the range-topping and best-equipped version, the iLektro M70 Grill, with considerable anticipation. It was the only model available for this initial drive-sorry, initial grilling session. With my smartphone simply in my pocket, the grill unlocked and its lid opened majestically.

Inside, red LED lights pulsed as though they were a heart. “Brilliant, unexpected!” I remarked to those present. This optional lighting costs 2500 euros and has been developed with the involvement of the brand’s “Individual” personalisation programme, now available for grills too.

From that point onwards, I felt I was about to test something genuinely distinctive and, at first glance, revolutionary.

Barbecuing in electric mode

As its name suggests, this was a fully electric unit. While it may not appeal to those unwilling to give up the aroma of a proper charcoal barbecue, it proved more practical and easier to use.

Even so, after grilling three beef sirloin steaks and half a dozen Mozambican tiger prawns, I can say that, from a sensory perspective, an electric grill is not as rewarding. Charcoal models bring a unique flavour to the wonderful occasion that is grilling protein.

The finish quality is meticulous, however, and the controls proved highly accurate, even when preparing the most demanding ingredients. Only a few physical buttons are missing, as BMW has opted for screens for functions such as temperature adjustment.

Everything works well while getting ready to grill. Yet once grease builds up, or even when there is moisture from an ice-cold beer on your fingertips, the screens no longer respond immediately. It was a point I noted as something that should be addressed in future.

I am sure that our experience, and the fact that we are Portuguese people’s number-one choice for four-wheeled models, can also help refine these new products from the brand. After all, they are inspired by its cars.

A particularly positive final note goes to the infotainment system’s integration with grocery retailer apps. Voice commands can be used to place orders, something unprecedented even in the premium grill segment.

To test the system, I ordered something to prevent possible indigestion among those who had eaten the many items I grilled. A ginger tea arrived in under 15 minutes to settle the diners.

Business version is a Portugal-exclusive

Portuguese businesses will be able to benefit from tax incentives when purchasing electric models. There is even a business version tailored specifically to the national market, available through leasing with everything included.

From 499 euros a month, excluding VAT, it comes with a selection of meat, fish, seafood and vegetables which, according to the brand, will allow 52 barbecues a year for six people.

“Why 52 barbecues?” After such a detailed presentation, this was the only question I put to Hans Fleischgrill as a chef cooked sausages for the select group of guests. The reply displayed immense German precision: “Because that works out as one barbecue per week.”

Prices for Portugal

BMW grills will begin arriving on the Portuguese market from 1 April, well before the rush of popular summer festivities. Prices start at 3999 euros for charcoal versions and 6999 euros for electric models. Servicing is scheduled and can be carried out at any authorised workshop.

This test was an April Fool’s Day joke from 1 April 2024. Thank you for making Automobile Reason the number-one choice among Portuguese readers for content about the automotive world.