We tried to out-reverse BMW's reverse psychology by not writing about this mysterious beast. But we got confused.
So here it is - sort of. BMW's website - dontblogaboutthis.com - has released a new teaser video which shows Hot New Metal on the move.
See teaser pics of the mystery coupe
The latest in a rather mind-boggling series of teasers shows Thing references the hybrid supercar BMW premiered last year via its the headlights, as well as some leaves. Leaves are important.
Your curiosity will be sated on 4 November, when the "maiden journeys of the secret new car" will happen.
Until then, let's play the game Internet was invented for - illegitimate conjecture!
We'll get the ball rolling. "This BMW will be powered by a 6.0-litre twin-supercharged V12 petrol engine mated to four-electric motors and a tank of nitrous oxide and will melt your face."