Misleading advertising, IMO. You will feel an improvement if your current coils are not functioning up to spec. And in that case, you would feel the same improvement if you use replacement OE coils instead of these ones. Also, if you do need new coils, you likely have some engine codes telling you so.

As to whether to use these ones instead of OE ones, if you do need coils, then it is a price vs benefit discussion. How much cheaper than OE are these ones? Is that savings worth the risk to you? If so, Bav Auto seems a reasonable supplier to try them out from.

Edit: I looked up the part number to see how much they are. They seem pretty expensive. Bosch OEM coils are $33 each on line. 8 would be $264. Surprising. So the value question is whether it is worth paying $200+ extra for aftermarket. Unless the racing red caps are worth something, I'd skip them.

__________________
2007 X3 3.0si, 6 MT, Premium, White

Retired:
2008 535i, 6 MT, M Sport, Premium, Space Grey
2003 X5 3.0 Steptronic, Premium, Titanium Silver
2002 325xi 5 MT, Steel Grey
2004 Z4 3.0 Premium, Sport, SMG, Maldives Blue