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.

https://youtu.be/-8UPg6hyDBg 

Images shot on location in South Africa of the all-new BMW X1 and the new BMW 3 Series.

Midrand. With its robust appearance and functional versatility, the new BMW X1 embodies an authentic experience of freedom and independence in day-to-day driving and on longer journeys. The interior’s progressive design and sophisticated ambience, and the much broader selection of standard equipment compared to the outgoing model, serve to underline its deeply embedded premium character.

Initially available in a choice of one petrol and one diesel engine, these models will be followed in early 2023 by the all-electric BMW iX1 xDrive30e.* The X1 sDrive18i and sDrive18d are linked to a seven-speed Steptronic transmission with double clutch as standard, and their drive power channelled to the road via the front wheels.

Design: modern surface treatment, increased visual presence and robust looks in unmistakable BMW X model style.

The surface treatment, lines and classy exterior design details of the BMW X1 display its Sports Activity Vehicle identity more clearly than ever in its third model generation. Distinctive design features include the powerful proportions, almost square wheel arch contours and the signature BMW X model styling of the front and rear ends.

The upright front end of the new BMW X1 gives it a much greater sense of presence, with slim LED headlights, a large, almost square BMW kidney grille, X-shaped lines radiating out to the sides and eye-catching chrome strips in the lower air intake serving as its defining elements. Adaptive LED headlights with matrix high beam, pulsating turn indicators and variable light distribution are available as an option.

Expressively sculpted surfaces and a long roofline are the distinguishing features of the new model’s dynamically stretched silhouette. When viewed from the rear, the slim tailgate window, horizontal lines, striking LED lights and flared wheel arches produce the typical SAV look.

The robust aura of the new BMW X1 can be intensified to great effect with the specific design elements of the standard xLine model, which include stylish underbody protection. The M Sport model also offered as an alternative to base specification places the focus firmly on dynamic driving pleasure with features such as its large cooling air inlets.

All model variants come as standard with 18-inch light-alloy wheels as fitted on xLine and M Sport cars, although these models are also available with 19-inch and – in a first for the BMW X1 – 20‑inch wheels. Customers can choose from two solid and ten metallic shades for the exterior paint finish – including a Frozen paint option from BMW Individual for the first time.

Interior: progressive ambience, versatile space.

A raised seating position and a progressive premium ambience styled on the BMW iX help to create a distinctive driving experience inside the compact SAV. The key elements of the cabin’s redesign are the slender instrument panel, the BMW Curved Display, the “floating” armrest with integral control panel and the smartphone tray with indirect illumination at the front of the centre console.

The newly developed seats are available with the option of the standard Sensatec perforated or Vernasca leather upholstery. Also found on the options list are sport seats, electric seat adjustment with memory function and lumbar support including massage function. Improvements have been made to both acoustic comfort and occupant protection. The integrated passive safety concept now includes a new interaction airbag between the front seats.

The rear compartment of the new BMW X1 includes three full-sized seats offering a notable improvement in seating comfort. The 40:20:40 split rear seat backrests can be folded down or adjusted to a different angle to expand the boot capacity. The fore-and-aft adjustment of the rear seats available as an option for the purely combustion-engined models provides even greater versatility. Boot capacity can be increased from 540 to a maximum of 1,600 litres. The trailer tow hitch available to order as an option for the new BMW X1 is now operated electrically at the touch of a button.

Two-zone automatic climate control, Sport leather steering wheel and BMW Maps as standard.

The BMW Maps navigation system, a Sport leather steering wheel, intelligent two-zone automatic climate control and a rain sensor with automatic headlight activation all come as standard in the new generation of the BMW X1, as do four USB-C ports, two 12V power sockets and a far greater number of driver assistance systems compared with the outgoing model.

Restructured equipment packages enable targeted individualisation of the car. The premium character can be turned up another notch by optional features such as the mirror package, ambient lighting, panoramic glass sunroof and Harman Kardon Sound System.

All-rounder offering optimum blend of agility and ride comfort.

The market launch line-up comprises the new BMW X1 sDrive18i (fuel consumption combined: 6.5 l/100 km; CO2 emissions combined: 148 g/km in WLTP cycle) powered by a 115 kW three-cylinder engine, and the BMW X1 sDrive18d (fuel consumption combined: 5.0 l/100 km; CO2 emissions combined: 132 g/km in WLTP cycle) whose four-cylinder diesel unit generates 110 kW.

Irrespective of the drive system fitted, all new BMW X1 models offer well-resolved handling characteristics in any situation and deliver the driving experience for which the brand is renowned. The compact all-rounder’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 X1, 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.

Wide variety of systems for automated driving and parking.

The technological advances made in the new BMW X1 compared with the outgoing model are also evident in the far greater variety of automated driving and parking systems available to use. Standard features include Cruise Control with brake function and the front-collision warning system. The Parking Assistant including Reversing Assist Camera and Reversing Assistant also forms part of the standard equipment roster.

The list of optional features, meanwhile, includes the Steering and Lane Control Assistant, Active Cruise Control with Stop&Go function, exit warning function and BMW Head-Up Display, as well as the Surround View, Remote 3D View, BMW Drive Recorder and Remote Theft Recorder functions.

Standard: BMW Operating System 8 and the new BMW iDrive.

The new BMW X1 also treats its occupants to the latest-generation BMW iDrive multi-sensory vehicle experience in the form of the standard-fit BMW Live Cockpit Professional Plus. Based on BMW Operating System 8, it comprises the BMW Curved Display with its state-of-the-art graphics and menu structure along with the BMW Intelligent Personal Assistant that has now gained additional skills. The fully digital screen grouping is formed by the 10.25-inch information display and the control display with a screen diagonal of 10.7 inches. The new BMW iDrive is geared purposefully to providing intuitive touch and voice control. The broad-based digitalisation of the interior enables the number of physical buttons, controls and switches required for operation to be significantly reduced.

The new My Modes combine individually selectable vehicle settings with matching experience worlds for the interior. The Augmented View function is available as an optional add-on for the cloud-based BMW Maps navigation system. An interior camera makes it possible to take snapshots of the occupants or have images of the interior sent to the customer’s smartphone. In addition to this, a Personal eSIM designed for 5G mobile technology, the BMW Digital Key Plus, the BMW ID functionality and smartphone integration using both Apple CarPlay® and Android Auto™ are also all available in the new BMW X1.

Recommended retail price (including VAT and CO2 tax):

^{* The BMW X1 xDrive23i depicted in the images will not be offered in South Africa.}

Munich. The countdown for one of the most magical festivals is over. The first of the three festival weekends kicked off on 15 July. After an absence of almost two years, Tomorrowland is finally back – bigger and better than ever.

BMW AG has been pushing an international expansion of its music strategy since 2019, with music being one of the most important pillars in the global marketing mix of BMW. “Music inspires, shapes memories, and encourages people to come together. It speaks one global, emotional language,” says Stefan Ponikva, Head of Brand Communication and Experience. “As a relationship brand with 'joy' at its core, Tomorrowland is a perfect match for us as a brand engagement.”

The partnership between BMW Belux and Tomorrowland, up to now only a local one, will be expanded to the European level, creating unique opportunities for even more activation campaigns. The musical journey began at Brussels Airport in mid-June with the extraordinary theme “The Magical Forest of Joy” by BMW. A large-scale call-to-action campaign with a staggering reach of more than 15 million followers was also launched via the Tomorrowland platform.

A message of joy and sustainability for “Tomorrow People”.

A unique design for a unique car and a unique festival! What makes the new all-electric BMW iX1 x Steve Aoki particularly special is that it carries with it all the wishes and aspirations of festival visitors. A dedicated website was set up just for this purpose, where a personal “Message of Joy” – a message, a feeling or a positive thought about the future – can be shared with the world: #UNITEDINJOY.

Steve Aoki, two-time Grammy-nominated music producer, artist, fashion designer, entrepreneur, and NFT visionary was the co-creator of the fancy car wrap for the BMW iX1, based on these “Messages of Joy”.

The unique design of the new BMW iX1 x Steve Aoki will be on display in “The Magical Forest of Joy” by BMW during the three weekends of the festival. The BMW stand is open to all visitors where they can pose for photos and videos with the all-electric BMW iX1.

Goodwood. All eyes will be on BMW M GmbH at the 2022 Goodwood Festival of Speed, as BMW’s legendary Motorsport division celebrates five decades of success. Festivalgoers will witness the world premiere of the first-ever BMW M3 Touring and the UK premiere of the new BMW M4 CSL, as both take to the hill throughout the world-famous four-day event. All this against the backdrop of a striking central feature sculpture on the lawn of Goodwood House, designed as a homage to 50 years of motorsport excellence as it showcases some of the most iconic models from BMW M. Elsewhere, visitors will be able to see – and in some cases, drive – the latest models from BMW’s exciting range, including the new BMW iX1, i7, i4 and iX M60.

For the first time in its history, the BMW M range will be complemented by a BMW M3 Touring which is a distillation of the technological prowess and know-how from the BMW M3 and M4 family, combined with the practicality of a five-door touring model. This latest BMW M model will be unveiled at BMW M at Trackside at 10:00 am (BST) on Thursday 23 June, alongside a high-performance M3 Touring with Performance Parts, and can then be seen on the Hillclimb in the ‘First Glance’ category every day of the Festival.

Alongside the M3 Touring and BMW M3 Touring MotoGP Safety Car on the hill will be the new BMW M4 CSL, celebrating its UK premiere. This ultimate, track-honed, two-seater coupe is defined by a 40hp power hike over the current BMW M4 Competition Coupé to 550hp, while meticulous weight-saving measures – including the use of carbon-fibre for the roof, bonnet and boot lid – achieve a 100kg reduction in overall weight (in standard specification in the German market). As a result, the new BMW M4 CSL has recorded the best-ever lap-time for a BMW road car at the Nürburgring’s Nordschleife circuit.

With BMW M GmbH as the honoured marque, the Central Feature in front of Goodwood House will present an eye-catching display of BMW M cars past, present and future. BMW UK will add its legendary BMW 3.0 CSL to the Central Feature, while BMW Group Classic is providing three further examples: the BMW M1 Procar from the late 1970s; a WTCC BMW 3 Series E90; the Le Mans winning 1999 BMW V12 LMR. The display is completed by the BMW M LMDh racecar, that will debut next year.

Besides providing historic BMW M cars for the Central Feature, BMW Group Classic will bring four additional famous race cars to Goodwood’s Hillclimb. Pedro Piquet (BRA), son of three-time F1 World Champion Nelson Piquet, will drive the world’s first turbo-charged F1 World Champion car, the 1983 Brabham BMW BT52.

Steve Soper (UK) will climb the hill in the BMW V12 LMR on Thursday. He is followed by Markus Flasch (CEO of BMW M GmbH, 2018-2021), who will be in the driver’s seat on Friday, Saturday and Sunday.

HRH Leopold Prince of Bavaria (GER) will drive the sharknose BMW 635CSi and Bruno Spengler (CAN) will drive his famous BMW Z4 GTR which features the Michel Vaillant Design from the 2015 Spa-Francorchamps 24h race.

For many, BMW M at Trackside will form the focal point for the long weekend’s celebrations. Crowned by an original BMW M1, the stand will host iconic models from BMW M’s illustrious past, from the legendary BMW M3 E30 to the revered BMW M3 CSL E46. They will take their place alongside a thrilling line-up of modern-day BMW M greats, from the ultimate 635hp BMW M5 CS and track-honed BMW M4 GT3 to the exclusive new BMW M850i Convertible and innovative electric BMW i4 M50. Visitors will be able to catch a glimpse of the future for BMW M, with the innovative BMW Concept XM, a vision of uncompromising high performance and extravagant luxury.

The Stable Yard – once again dedicated to BMW’s latest range of all-electric and electrified models – will offer the chance to see the stunning BMW i Vision Circular, a concept that illustrates the company’s determination to become the most sustainable manufacturer. Optimised for the circular economy and with the goal of achieving 100% recycled and recyclable material use, the BMW i Vision Circular offers a view of a compact yet luxurious fully-electric vehicle with a focus on sustainability for the year 2040.

BMW’s sustainability focus is equally apparent in the new BMW i7, on display in The Stable Yard following its recent unveiling. The latest version of the brand’s flagship saloon is set to redefine the luxury segment with new levels of electrification and digitalisation. Its state-of-the-art all-electric drivetrain is complemented by a blend of luxurious interior design and an astonishing entertainment experience, with the multi-sensory BMW iDrive and unique 31.3-inch 8K BMW Theatre Screen. These attributes are further displayed in the powerful new BMW M760e, a plug-in hybrid with 571hp that delivers scintillating performance yet achieves remarkable efficiency.

The recently revealed BMW iX1 will make its UK debut at Goodwood Festival of Speed, representing another first at the Stable Yard. The third-generation BMW X1 features a sharper design, across-the-board sustainability and cutting-edge digital innovations. Available for the first time with an all-electric drive system, the BMW iX1 xDrive30 is set to offer an electric driving range between 257 – 272 miles (WLTP, provisional figures).

These models will also be joined by the company’s technology flagship, the new BMW iX M60, a fully-electric Sports Activity Vehicle that combines emissions-free driving pleasure and sporting agility with lounge-style luxury and comfort. Powered by two BMW M eDrive electric motors to provide intelligent BMW xDrive all-wheel-drive capability, the BMW iX M60 can accelerate from 0-62 mph in a seamless 3.8 seconds, yet still achieve up to 348 miles (WLTP) of driving range on a single charge.

Members of the public will be able to experience the BMW iX M60’s searing performance for themselves during Friday’s ‘Electric Only’ Motor Circuit Test Drives, where they’ll also be able to take to the circuit behind the wheel of the new BMW i4, the brand’s first-ever fully-electric Gran Coupé, and the practical BMW iX3.

Frank van Meel, CEO of BMW M, said: “There can be no better place to celebrate our 50th anniversary than among our fans at this year’s Goodwood Festival of Speed, surrounded by the iconic cars that have cemented our position in motorsport history. But we’ll also spend our time at the world-famous event looking to the future, with a selection of exciting new models from our innovative electrified line-up, and the global premiere of the eagerly-anticipated first-ever BMW M3 Touring.”

The Goodwood Festival of Speed is being held over four days from 23-26 June 2022.