Munich. Bavarian premium carmaker BMW is using an elaborately orchestrated brand campaign to shine the spotlight on its wide range of fully electric vehicles, which now comprises the BMW i4, BMW i5, BMW i7, BMW iX1, BMW iX2, BMW iX3 and BMW iX. The multi-channel campaign is focusing communications on values that have forever been associated with the BMW brand – exceptional dynamics, innovative technologies, unmistakable design and supreme driving comfort.

The global campaign relies primarily on video formats. The centrepiece of the campaign launch was a 30-second TV commercial, which has been spun off across the brand’s social media channels – YouTube and Instagram, in particular – and, with the help of paid media, in the individual markets. The commercial invites the viewer to discover the “soul” and character of BMW along a fast-paced journey through the history of the brand: from victories in motor racing via the brand’s distinctive design language and expertise, and its time-honoured talent for innovation, all the way to the transformation to electric mobility. The joy of driving has been inextricably linked with BMW since the company was formed – and this commercial brings it to life through the brand’s all-electric models.

The use of the hit single “Beautiful Things” by US singer Benson Boone turns up the emotionality of the commercial another notch. The track has exceeded 1.3 billion streams on Spotify alone and has also been a trending sound on social media platform TikTok for several months.

The emotionally charged hero film is accompanied by a series of other assets. For example, five reels have been produced which focus on the brand’s core competencies – Performance, Heritage, Innovation, Motorsport and Community. And additional reels telling inspirational social-media stories on the various fully electric models round off the multi-channel campaign.

“With this emotional campaign we are celebrating the unique soul of our brand, which has defined us since day one and which we have also carried into our fully electric BMW vehicles,” says Bernd Körber, Senior Vice President BMW Brand and Product Management. “After all, our customers represent the true essence of BMW, and they experience pure driving pleasure in all of our models.”

As well as the video content, a selection of just under 40 photo assets showcase the fully electric models to spectacular effect in natural surroundings – at different times of day and in different locations. Atmospheric lighting, which enriches the motifs with warm colours and mildly exaggerated contrasts, brings a very distinct sense of approachability to the images. The exclusive features of the individual models, such as the two-tone paint finish of the BMW i7, are depicted realistically. Alongside numerous individual images emphasising the pure joy of electric driving, a handful of pack shots of the BMW i4, BMW i5, BMW i7, BMW iX1, BMW iX2, BMW iX3 and BMW iX in their various configurations highlight the rich diversity of vehicles offered by BMW across the relevant segments.

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The BMW X2 is the car that first introduced the vehicle concept of a Sports Activity Coupé (SAC) for the premium compact segment. And now the even more distinctive, even sportier and even more forward-looking second generation is taking to the stage. Significantly larger dimensions and a pronounced coupé silhouette clearly showcase in its exterior design the development leap taken by the new BMW X2. The progressive character of the new model is also evident in the large spread of systems enabling automated driving and parking, and in the innovative digital services laid on by the new BMW iDrive with QuickSelect and BMW Operating System 9.

The worldwide market launch will get underway in March 2024 with the BMW X2 M35i xDrive performance model (fuel consumption combined: 8.0 – 7.7 l/ 100 km [35.3 – 36.7 mpg imp]; CO₂ emissions combined: 181 – 174 g/km in the WLTP cycle; figures in NEDC cycle: – ), one other petrol option (the BMW X2 sDrive18i for South Africa) and one diesel model. The BMW iX2 will not be offered in South Africa. In the third quarter of 2024 a second fully electric variant and another diesel-engined example will be added to the line-up.

The new BMW X2 and new BMW iX2 will be produced flexibly on a single assembly line at BMW Group Plant Regensburg. The high-voltage batteries for the fully electric model variant are also made at the Regensburg site. The new BMW iX2 sees the BMW Group further accelerating the ramp-up of electric mobility. Added to which, the progressive premium character profile of the compact SAC is underscored by further advances in sustainability encompassing the complete vehicle lifecycle – from resource-preserving production through the use phase to subsequent recycling.

Exterior design: authentic Sports Activity Coupé with dynamic lines and a confident presence.

The new BMW X2 has a distinctive, visually expressive design showing clear differentiation from the brand’s compact Sports Activity Vehicle (SAV), the BMW X1. As such, it is instantly identifiable as a pure-bred Sports Activity Coupé (SAC). Also characteristic of the new model are its dynamically stretched lines and a generous surface treatment. The new BMW X2 has grown by 194 millimetres in length over its predecessor to 4,554 millimetres, by 21 millimetres in width to 1,845 millimetres and by 64 millimetres in height to 1,590 millimetres. Plus, its increased wheelbase and wider tracks benefit space in both the five seats and the boot. The new X2 has a maximum load capacity of 560 – 1,470 litres, depending on the model variant. 

The model-specific, upright front end of the new BMW X2 exudes confidence and presence. Its defining elements are striking LED headlights and an almost hexagonal BMW kidney grille, which – in a first for the premium compact segment – can be specified as an option with BMW Iconic Glow contour lighting. Also on the options list are Adaptive LED Headlights with non-dazzling matrix high beam.

The roofline, which flows along an unbroken path into the rear end, creates a slim, coupé-shaped silhouette and proportions in the signature style of an SAC from BMW. At the rear, the prominently flared wheel arches and muscular shoulders come to the fore. The horizontal contours of the model-specific rear light design further enrich the sporting flavour, as do a Gurney-style spoiler and an eye-catching rear apron.

M-specific design features such as the two pairs of exhaust tailpipes integrated into the rear apron give the BMW X2 M35i xDrive a particularly dynamic aura. An M Sport package will be standard on the 18i variant in South Africa and likewise brings aerodynamically optimised exterior details. Also on the options list is the M Sport package Pro, which adds extended M High-gloss Shadowline exterior trim, M lights Shadowline, an M rear spoiler and an M Sport braking system with red-painted callipers, among other features.

Customers can choose from two solid and eleven metallic paint finishes for the exterior of their new BMW X2, including the new Fire Red metallic variant. Two Frozen shades from BMW Individual and a broad spectrum of BMW Individual special paint finishes are also available.

Premium ambience with a sporting flavour; impressive functionality.

The interior of the new BMW X2 has a modern premium ambience with sporting touches. The slender instrument panel, housing the BMW Curved Display, is joined in the cabin by a “floating” armrest with integral control panel. In the front section of the centre console are two cup holders and a smartphone tray with indirect illumination and wireless charging.

The newly developed seats are also offered in the Veganza perforated variant and Vernasca leather with attractive quilting as alternatives to the standard cloth upholstery. Customers can also specify sport seats, electric seat adjustment with memory function, lumbar support and a massage function. Further improvements have been made to both acoustic comfort and occupant protection. Standard equipment now includes an interaction airbag between the driver’s seat and front passenger seat.

Expanded standard equipment, targeted individualisation.

Two-zone automatic climate control, the navigation system BMW Maps and a Sport leather steering wheel all come as standard in the new BMW X2, as do automatic tailgate operation, four USB-C ports and a 12V power socket in both the centre console and the boot. The number of driver assistance systems and digital services available has also increased significantly over the predecessor model.

Newly structured equipment packages enable targeted individualisation of the car. Among the options available to enhance its premium character are a mirror package, steering wheel heating and the Harman Kardon Sound System. A highlight of the options list is the panoramic glass sunroof, whose dark-tinted glass surface extends right up to the windscreen and the roof frame on either side, and a long way back in a single section into the rear part of the roof. An electrically operated trailer tow hitch can also be ordered as an option.

BMW X2 M35i xDrive performance model available from launch.

A performance model available from the launch of the new BMW X2 is set to bring the compact SAC’s dynamic nature even more prominently to the fore. The new BMW X2 M35i xDrive, with its hallmark M design and handling characteristics, is an alluring proposition. Its 2.0-litre four-cylinder engine produces maximum output 233 kW.

The new BMW X2 M35i xDrive sprints to 100 km/h from rest in 5.4 seconds. M-specific chassis tuning teams up with BMW xDrive intelligent all-wheel drive to deliver sublime performance characteristics. Its standard adaptive M suspension enhances both agility and long-distance comfort. M Compound brakes are offered as an option.

Efficient petrol and diesel engines, seven-speed Steptronic transmission with double clutch as standard.

All of the combustion engines available for the new BMW X2 link up as standard with a seven-speed Steptronic transmission with double clutch.

Optimum blend of agility and ride comfort, 21-inch light-alloy wheels available for a compact BMW model for the first time.

The compact SAC’s sophisticated chassis technology produces a perfectly harmonious balance between sporty, agile handling on the one hand and long-distance comfort on the other. All the tools required here are provided by a body construction that reduces weight while increasing rigidity, a long wheelbase, wider tracks than the predecessor model, and targeted upgrades to the single-joint spring strut axle at the front and the three-link rear axle. Near-actuator wheel slip limitation is fitted as standard in the new BMW X2, benefiting both traction and directional stability. Other new features include the integrated braking system and the extra, lift-related damping at the front axle. The optional adaptive M suspension features frequency-selective damping, sport steering and a 15‑millimetre drop in ride height. Light-alloy wheels range in size from 18 to 21 inches.

State-of-the-art driver assistance systems for greater comfort and safety.

The standard and optional assistance systems for automated driving and parking available in the new BMW X2 increase comfort and safety both in everyday driving and on longer journeys. Standard features include the latest version of the front collision warning system, Cruise Control with brake function, Speed Limit Info and Lane Departure Warning with lane return. The Parking Assistant including Reversing Assist Camera and Reversing Assistant also forms part of the standard equipment roster.

The line-up of optional features, meanwhile, includes the Steering and Lane Control Assistant, Active Cruise Control with Stop & Go function, Active Navigation, the exit warning function and the BMW Head-Up Display, as well as the Surround View, Remote 3D View, BMW Drive Recorder and Remote Theft Recorder functions. Existing functions can be upgraded by means of the Remote Software Upgrades facility, which also makes it possible to add new functions.

The new BMW Operating System 9 and BMW Digital Premium.

The latest version of the BMW iDrive display and control/operation system featuring QuickSelect rapid-access tech is fitted in the new BMW X2. Based on BMW Operating System 9, it is packaged together with the BMW Curved Display and BMW Intelligent Personal Assistant, meaning it has been carefully geared to operation using the touchscreen and natural language. BMW Operating System 9 also paves the way for a highly customisable selection of additional digital services. With BMW ConnectedDrive Upgrades, customers can enjoy a free one-month trial of selected functions, after which they are able to add them for a specific period of time. The new BMW Digital Premium offering can also be obtained from the BMW ConnectedDrive Store for the new BMW X2.

The optional BMW Digital Premium means customers can enjoy in-car use of all the apps available in their country, e.g. for music streaming, news or gaming, on a subscription basis, and the apps available from the BMW ConnectedDrive Store, including music streaming.

The Augmented View function is available as an optional add-on for the cloud-based BMW Maps navigation system. In addition to this, a Personal eSIM designed for 5G mobile technology, the BMW Digital Key Plus, the BMW ID functionality and standard smartphone integration using both Apple CarPlay^® and Android Auto™ are also all available in the new BMW X2.

_{All of the stated model variants, equipment features, technical data and fuel/electric power consumption and emissions figures relate to the offering in the German market. Dimensions and measurements refer to vehicles with basic configuration in Germany. These may vary depending on the wheel/tyre size and items of optional equipment selected.}