Munich. As part of its forthcoming model offensive,
BMW has developed a new presence for its luxury cars that sees the
profile and positioning of the most exclusive members of its range
refined into a distinct product category. The upcoming BMW 8 Series
and BMW X7 as well as the BMW i8 and the upcoming BMW i8 Roadster will
join the BMW 7 Series in the brand’s significantly expanded luxury
segment line-up. These cars appeal strongly to the heart, so they are
particularly well placed to enrich the characteristic lifestyle of
customers in this segment with authentic, emotionally engaging
experiences. The identity and attitude shared by BMW’s elite models
are echoed in a newly designed logo which combines a black-and-white
version of the manufacturer’s roundel first used 100 years ago with
the company name “Bayerische Motoren Werke” written out in full. The
new presence for the brand’s luxury-segment models will be unveiled
for the first time at the IAA Cars 2017 show in Frankfurt on
14 – 24 September 2017.
With its classical, understated aesthetic and the company’s original
name spelt out, the logo highlights BMW’s inimitable history. The
daring to explore standalone solutions and concepts, and the ability
to take on challenges and emerge from them stronger, are deeply-rooted
elements of BMW heritage. This approach – encompassing everything from
the first altitude-world-record-breaking aero engine to the launch of
the BMW i brand – has proven to be a recipe for success, as well as
showcasing the company’s passion, confidence and gift for bringing the
future into the present day. And it is also apparent in the lifestyle
of a target group well accustomed to trying new things, taking the
lead and choosing a free and independent path in life.
“For these people, life is all about making the best possible use of
the time available to them,” says Hildegard Wortmann, Senior Vice
President Brand BMW. “Their motto is ‘to own the moment’ – i.e. to max
out every snap-shot of time with meaningful and beautiful things.”
Free-thinking, pioneering spirit creates progressive luxury.
Luxury in a car represents the fruit of peerless expertise in various
fields of development. Authentic, compelling and, above all, modern
luxury draws on a well of tradition and pioneering spirit, and is
rooted in years of experience, deepening knowledge and a talent for
innovation. The flagship models in the BMW portfolio embody a new
understanding of luxury – one which brings together an emotionality
defined by inspirational aesthetics and the joy of driving with the
experience of freedom and self-determined individuality.
The ongoing development of luxury as a concept is closely linked with
the numbers 7 and 8 in the BMW model scheme. The BMW 7 Series luxury
saloon has served as a paragon of exclusive driving pleasure, as per
the brand’s unmistakeable style, for 40 years now. Elsewhere in the
range, the avant-garde, dynamic and innovative use of form, not to
mention the force of technological progress, continue to shape the
fascination of the BMW 8 Series, whose lineage dates back to 1989. The
new 8 Series distils elegance, dynamism and luxury into the
time-honoured essence of a BMW coupe. The plug-in hybrid BMW i8,
meanwhile, has penned the first chapter in the future of the sports
car. All in all, innovations based on ground-breaking achievements,
such as the use of carbon fibre in series-produced cars,
remote-controlled parking and BMW laser light, mark out the
progressive character of the current family of luxury BMWs.
Inspiring experiences, unique moments in time.
BMW is focusing its attentions on the continued development of
relationships with customers, on experience and emotion, and on
bespoke offerings. The brand’s goal is to offer customers a special
mobility experience every day, courtesy of unique and improved
services. Upcoming service appointments are carried out as part of a
pick-up and return service tailored precisely to the customer’s
individual needs. And the specially-conceived Add-on Mobility service
for luxury car customers offers unbeatable flexibility and freedom.
For example, if a BMW 7 Series driver requires additional
transportation capacity, they can jump straight into a BMW X7. While
for the pleasure of a sporting weekend drive a BMW 8 Series will be at
their disposal. Indeed, emotional added value is on hand at any time,
not only through the product substance of the driver’s own car, but
via services designed to open up rich experiences.
The line-up of BMW models and services for the globally expanding
luxury segment is complemented by a world of experiences taking their
cues from the particular requirements of a modern, international
target group and extending far beyond the pleasure of driving a car.
The BMW i Pure Impulse Experience programme for BMW i8 owners has
paved the way for customers around the world to experience some
remarkable cultural, lifestyle and travel events – from exclusive
sightseeing tours and gala dinners in Michelin-starred restaurants to
visits to the Grammy Awards in Los Angeles, the Art Basel fair in Hong
Kong and the White Turf horse races in St. Moritz.
The company’s commitment to laying on a very special experience of
mobility – and the desire, so typical of BMW, to compose unique
moments of inspiration – sees the brand embarking on the largest
luxury-segment model offensive in its history. “We’re building up a
luxury ecosystem of unique services and experiences which embraces the
full range of luxury models and creates some extraordinary and
unforgettable times,” explains Wortmann.
BMW’s extensive track record of appealing to the emotions reflects
its love of special moments – and its boldness in creating those
experiences for customers and fans. Take the BMW Art Car Collection, a
series of “artworks on wheels” without compare worldwide. Since 1975
renowned artists from around the globe have turned series-produced
models and racing cars from the brand into widely admired museum
exhibits. Among the BMW Art Car Collection’s standout expressions of
authenticity is that many of these one-off works of art have
celebrated their premieres not at an exhibition or such like, but on
the race track.
These memorable moments in time and exclusive experience locations
are also the most fitting places for BMW to make contact with
potential customers – and therefore offer the ideal stage on which to
present the new product category. “BMW needs to be present in those
places where its target luxury-segment customers spend their time,”
adds Wortmann. “Here, we aren’t just a maker of cars, but a partner
who understands luxury living and is a protagonist in that world.”
Further information on official fuel consumption figures, specific
CO2 emission values and the electric power consumption of new
passenger cars is included in the following guideline: “Leitfaden über
Kraftstoffverbrauch, die CO2-Emissionen und den Stromverbrauch neuer
Personenkraftwagen” (Guideline for fuel consumption, CO2 emissions and
electric power consumption of new passenger cars), which can be
obtained from all dealerships, from Deutsche Automobil Treuhand GmbH
(DAT), Hellmuth-Hirth-Str. 1, 73760 Ostfildern-Scharnhausen and at
http://www.dat.de/en/offers/publications/guideline-for-fuel-consumption.html.
LeitfadenCO2 (GuidelineCO2) (PDF ‒ 2.7 MB).
In the event of enquiries please contact:
Corporate Communications
Martin Schleypen, Product Communication BMW
Automobiles
Telephone: +49-89-382-37889
E-mail: martin.schleypen@bmwgroup.com
Ralph Huber, Head of Product Communication BMW
Automobiles
Telephone: +49-89-382-68778
E-mail: ralph.huber@bmwgroup.com
Internet: www.press.bmwgroup.com
E-mail: presse@bmw.de
The BMW Group
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW
Group is the world’s leading premium manufacturer of automobiles and
motorcycles and also provides premium financial and mobility services.
As a global company, the BMW Group operates 31 production and assembly
facilities in 14 countries and has a global sales network in more than
140 countries.
In 2016, the BMW Group sold approximately 2.367 million cars and
145,000 motorcycles worldwide. The profit before tax was approximately
€ 9.67 billion on revenues amounting to € 94.16 billion. As of 31
December 2016, the BMW Group had a workforce of 124,729 employees.
The success of the BMW Group has always been based on long-term
thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
conserving resources as an integral part of its strategy.
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