A limited-edition BMW M850i xDrive Gran Coupe, co-created with artist Jeff Koons, recently failed to meet its reserve price at auction, highlighting a brutal reality for luxury car owners: even exclusive collaborations don’t guarantee value retention. The vehicle, one of just 99 produced, sold for $131,786 after 17 bids – a staggering $220,000 loss from its original $351,000 sticker price, despite having only 50 miles on the odometer.
The Art Car Gamble
The “THE 8 X JEFF KOONS” edition stands out for its comic book-inspired livery, a hand-painted design applied over 285 hours. The interior continues the theme with a clashing mix of red, blue, black, burgundy, and brown leather. While the car boasts a 523-horsepower twin-turbo V8 engine, its aesthetic extravagance hasn’t shielded it from steep depreciation.
Why This Matters
This auction result is more than just a financial hit for early adopters. It exposes the risks of speculative luxury purchases and the illusion that brand collaborations automatically translate to investment value. The market doesn’t treat art-branded cars like fine art. High-end vehicles, even those with unique features, follow conventional depreciation curves. The Koons BMW illustrates how quickly perceived exclusivity can evaporate, especially when paired with a product that depreciates rapidly on its own.
Market Reality
The auction result underscores that even a six-figure paint job cannot defy the laws of automotive economics. While the M850i Gran Coupe is already a fast-depreciating model, the limited-edition version’s art treatment did little to counter this trend. Owners are now learning the hard way that exclusivity does not equal long-term financial security. The outcome suggests that many early buyers may have spent even more than MSRP, compounding their losses.
In conclusion, the BMW M850i xDrive Gran Coupe “THE 8 X JEFF KOONS” serves as a stark reminder that art and luxury cars, while both expensive, operate under different rules. This auction proved that even a striking design cannot guarantee value retention, and speculative purchases come with significant financial risks.
