Munich. Bavarian premium carmaker BMW has come up with an innovative brand campaign to turn the heads of an international audience to the brand’s current range of models in the luxury segment. The highly exclusive BMW 7 Series, BMW 8 Series, BMW X7 and BMW XM models are showcased as masterpieces of design and engineering amid breathtaking landscapes. The impressive images send out a message of exclusivity with a progressive flavour that appeals to all the human senses in a nuanced way, reflects our intellectual perspectives and provides us with meaningful experiences.

The new multi-channel campaign was launched on the YouTube and Instagram social media channels. Additional content will follow with country-specific packages of outdoor/print advertising and TV commercials. These communications activities will begin in the USA, followed – from September 2024 – by Germany, China, Great Britain, Japan, South Korea, Czechia, Poland and the Middle East.

“At the heart of the new brand campaign are the uncompromising performance, sophistication and inimitable style of our most exclusive models,” says Bernd Körber, Senior Vice President BMW Brand Management and Product Management. “The imagery used in the campaign invites the viewer to experience the unbridled passion for design, craftsmanship and innovative technology inherent in every BMW.”

The new brand campaign gets underway on the BMW YouTube channel with an emotionally engaging clip focusing on the BMW i7. The flagship model in the all-electric vehicle line-up stars in the 60-second film – titled “Lifelines” – as the embodiment of an exclusive and also progressive take on the brand’s hallmark Sheer Driving Pleasure. Accompanied by a virtuoso music track, the car moves along an upland plain through a landscape bathed in atmospheric light. Here, the BMW i7 is presented as a car for individualists who approach the future with confidence and on their own terms, and take charge of their own destiny.

The campaign imagery also features the silhouette of a BMW 8 Series Coupé in front of the dynamically curving contours of a rocky landscape, the BMW X7 at the foot of a high mountain range with snow-capped peaks and the BMW XM on a stretch of beach with stormy winds and dramatically breaking waves. These powerful images are then joined by the company name: “Bayerische Motoren Werke” is written out in full.

This emphasises the uniqueness of the brand, its origins and its more than 100 years of heritage. At the same time, it also signals – alongside exclusivity and elegance – the confidence of a company that, over the course of its history, has repeatedly achieved enduring success with solutions developed in-house. This approach has prompted a genuine level of identification with its products in the luxury segment.

Munich. The most beautiful, exclusive and fastest vehicles of their respective eras are traditionally assembled at the Amelia Island Concours d’Elegance. This year, the renowned classic car show in the north-east of the US state of Florida provided the perfect setting for the world premiere of particularly fascinating sports cars from the BMW model range. The new edition of the BMW 8 Series and the new BMW M8 models were presented to the public there for the first time. Visitors to the Amelia Island Concours d’Elegance 2022 also witnessed the launch of BMW M GmbH’s activities to mark its 50th anniversary.

For the new BMW 8 Series, the tradition-steeped event on the grounds of the Ritz-Carlton Hotel and the neighbouring Golf Club of Amelia Island provided the perfect setting in which to showcase its precisely enhanced design and advanced features. The M sports package is now standard in all model variants of the BMW 8 Series Coupé, the BMW 8 Series Convertible and the BMW 8 Series Gran Coupé. At the centre of the redesigned vehicle front section is the illuminated “Iconic Glow” BMW kidney grille. The 8-cylinder models also feature aerodynamically optimised exterior mirrors in the style of the BMW M8 as standard.

In the interior of all models in the new BMW 8 Series, their equally dynamic and exclusive character is underscored with an extended range of standard equipment including multifunction seats, an M leather steering wheel and other M-specific design features. Optimised ease of use is ensured by the standard BMW Live Cockpit Professional with a Control Display that has now increased in size to 12.3 inches. “The luxury sports cars of the new BMW 8 Series occupy a prominent position in BMW’s model range. We are delighted to be able to debut these exceptional models at one of the most prestigious automotive events in America,” said Sebastian Mackensen, Head of BMW Group Region Americas and President & CEO BMW North America.

History and the future came together in the BMW M brand’s appearance at the Amelia Island Concours d’Elegance 2022. BMW M GmbH showed pioneering models from its past along with the versions of its high-performance sports cars for the luxury segment that will be available from spring 2022. The models BMW M8 Competition Coupé (combined fuel consumption: 11.4 – 11.0 l/100 km according to WLTP, combined CO2 emissions: 260 – 251 g/km), the BMW M8 Competition Cabriolet (combined fuel consumption: 11.6 – 11.2 l/100 km according to WLTP, combined CO2 emissions: 264 – 255 g/km according to WLTP,) and the BMW M8 Competition Gran Coupé (combined fuel consumption: 11.6 – 11.2 l/100 km according to WLTP, combined CO2 emissions: 264 - 256 g/km) are now even more impressive with new exterior paint finishes and M light-alloy wheels, the M Shadow Line lights available for the first time and an additional interior trim variant. The operating system of the new BMW M8 models now also includes a 12.3-inch Control Display with touch function.

And the top models of the BMW M GmbH range not only offer fascinatingly vigorous power delivery with their 460 kW/625 hp V8 engine featuring M TwinPower Turbo technology and high-revving characteristics, they also come with an exceptionally extensive range of standard equipment. This includes a flap-controlled M sports exhaust system, BMW laser light headlights, the BMW Head-Up Display with M-specific display elements and a full Merino/Alcantara leather interior.

With the debut of its latest high-performance models for the luxury segment, BMW M GmbH makes a particularly impressive start to its anniversary year. The BMW Group subsidiary, founded in 1972 as BMW Motorsport GmbH, also contributed to the programme of the Amelia Island Concours d’Elegance 2022 with a fascinating look back into its history. A special exhibition showcased 50 milestones from BMW M GmbH’s 50-year model and racing history. This also included an early precursor of the current BMW M8. The prototype of a high-performance sports car with a V12 engine developed by BMW M GmbH in the early 1990s based on the then BMW 8 Series Coupé remained a one-off – and this was only the second time it has been put on show in the USA.

The selection of vehicles that were particularly influential in the development of BMW M GmbH also included a freshly restored example of the BMW M1 dating from 1980, which was the company’s first independently developed model, the BMW V12 LMR that won the 24 Hours of Le Mans in 1999, and the all-electric BMW iX M60 that is about to be launched on the market (combined power consumption: 24.5 – 21.9 kWh/100 km according to WLTP; combined CO2 emissions: 0 g/km).

This unique exhibition of outstanding BMW M models from five decades also included numerous vehicles owned by members of the BMW Car Club of America and from BMW North America’s classic car collection. “The United States is the world’s largest market for BMW M vehicles and we are always amazed and delighted by the passion and dedication that many enthusiasts here invest in their cars, both old and new,” said Franciscus van Meel, CEO of BMW M GmbH. “We feel privileged to be able to celebrate our anniversary in this wonderful place, surrounded by special people and exceptional cars.”

Outstanding performance, fascinating luxury and a confident appearance characterize the BMW M8 Competition Coupé (combined fuel consumption: 11.4 – 11.0 l/100 km according to WLTP; combined CO2 emissions: 260 – 251 g/km), the BMW M8 Competition Cabriolet (combined fuel consumption: 11.6 – 11.2 l/100 km according to WLTP). LTP; combined CO2 emissions: 264 – 255 g/km) and the BMW M8 Competition Gran Coupé (combined fuel consumption: 11.6 – 11.2 l/100 km according to WLTP; combined CO2 emissions: 264 – 256 g/km). Design modifications and optimized operation.

The new edition of the BMW M8, which is available in three body versions, is particularly popular with additions to the range of exterior colours and the M alloy wheels. Additional possibilities for individualising the appearance are provided by the M lights Shadow Line, which are available for the first time for the luxurious high-performance sports cars. Full leather Merino/Alcantara in the new Black/Sakhir Orange colour variant provides fresh impulses in the interior. In addition, the operating comfort is increased by the 12.3-inch touch display of the BMW iDrive operating system.

Fresh impetus for the presence of BMW M GmbH in the luxury segment.

The BMW M8 Competition Coupé, the BMW M8 Competition Cabriolet and the BMW M8 Competition Gran Coupé together mark the top position in the model range of BMW M GmbH, which has a strong presence in the luxury segment with this model series. With their independent body concepts, the three top models each embody an individual expression of M of typical performance in the prestigious competitive environment of luxury sports cars.

Their central common feature is the drive and chassis technology designed for an extremely emotional driving experience. Power for outstanding performance is provided by a V8 engine with M TwinPower Turbo technology, which mobilizes a maximum output of 460 kW/625 hp and a maximum torque of 750 Nm. Due to its typical M high-speed character, the engine develops high drive torque over wide load ranges, which is optimally placed on the road via an 8-speed M Steptronic transmission with Drivelogic and the M xDrive all-wheel drive system. Their precise coordination enables exciting sporty driving manoeuvres, such as accelerating from a standstill to 100 km/h in just 3.2 seconds (BMW M8 Competition Coupé and BMW M8 Competition Gran Coupé) or 3.3 seconds (BMW M8 Competition Cabriolet).

A chassis technology developed with racing know-how and tailored to each model guarantees the characteristic harmony of dynamics, agility and precision in driving behaviour of BMW M Automobile in every situation. The experience gained during the development of the BMW M8 GTE racing car was also used.

Eight new exterior colours, premiere for M luminaires Shadow Line.

Powerful shapes, generous, elegant surfaces, aerodynamically optimised lines and M-specific design features that are geared to the functional requirements of a high-performance sports car characterise the unmistakable appearance of the BMW M8 Competition Coupé, the BMW M8 Competition Cabriolet and the BMW M8 Competition Gran Coupé. The clear surface design of the exterior is now particularly intensively underlined by new exterior colours. The update in the body painting program includes eight variants available for the first time for the three models.

The new range includes the exterior colours Skyscraper grey mectallic, Brooklyn grey metallic and Isle of Man green metallic as well as the BMW Individual lacquer tansanite blue metallic. In addition, four new variants of the particularly high-quality Frozen finishes are available, which impressively highlight the modern design language of the BMW M8 models with their silk-matt finishes. The BMW Individual special finishes Frozen Pure Grey metallic, Frozen Deep Grey metallic, Frozen Deep Green metallic and Frozen Tanzanite Blue metallic are also available.

The BMW Laser Light with adaptive cornering light and glare-free main beam assistant BMW Selective Beam provides optimized visibility in different weather conditions and driving situations as standard. As an option, they are now also available as M lamps Shadow Line for the new edition of high-performance sports cars. The dark design of the inserts and chrome elements inside the headlamps, in combination with the high-gloss black frame of the BMW kidney as standard, contributes to a particularly striking and sporty look on the front of the vehicle.

New 20 inch M light alloy wheels in star-spoke design.

The chassis technology of the new BMW M8 models includes electronically controlled shock absorbers and an electromechanical M Servotronic steering system, as well as an integrated brake system that enables the display of two pedal characteristics. This allows the rider to choose between a comfort-oriented and a sporty-direct pedal feeling. As an alternative to the standard M Compound brake system, an optional M Carbon ceramic brake is available.

The DSC (Dynamic Stability Control) driving stability system allows the driver to activate the M Dynamic Mode, which allows greater wheel slip. In combination with the rear-wheel-driven design of the M xDrive, particularly sporty driving maneuvers including controlled drifts can be experienced. The standard equipment also includes 20-inch M light alloy wheels equipped with high-performance tyres in the sizes 275/35 R 20 front and 285/35 R 20 rear. Other M light alloy wheels in the same format are available as special equipment, including a new variant in star-spoke design and in bicolor black/grey version.

M sports seats and M Carbon bucket seats in new leather/Alcantara variant.

The interior of the new BMW M8 models combines a typical M cockpit design with modern luxury. The standard BMW Head-Up Display offers M-specific displays. The Setup button on the center console allows direct access to the settings for the engine, damper, steering, M xDrive and brake system. Two variants of the individually created M Setup can be permanently stored together with the preferred settings for the drive sound, the gearshift characteristic, the driving stability control and the Auto Start Stop function. They can then be accessed by pressing one of the two M buttons on the steering wheel. In addition, the M Mode button on the centre console can be used to control the driver assistance systems as well as the displays in the instrument cluster and the head-up display. You can select the settings ROAD, SPORT and TRACK.

The standard M sports seats also support the intensive driving experience in the high-performance sports car. The optionally available M Carbon bucket seats create an unadulterated racing feeling for the driver and passenger. With their structure-based design, visible carbon fiber reinforced plastic (CFRP) surfaces, integrated headrests, openings in the backrests and side cheeks and guides for multi-point seat belts, they combine racing functionality with long-distance comfort and luxurious workmanship. They are heated and also offer electrical adjustment options, an illuminated “M8” lettering on the headrests and a memory function on the driver’s side.

In combination with the M Sports seats and the M Carbon bucket seats, a full-leather Merino/Alcantara trim is standard on board the new BMW M8 models. It is now also available for the first time in the colour combination Black/Sakhir Orange. In addition, the black Alcantara dimensions in all versions of this equipment are now being extended to the instrument panel and the upper areas of the door sills.

Optimized operating comfort thanks to 12.3-inch control display.

The BMW Live Cockpit Professional is also part of standard equipment in the BMW M8 Competition Coupé, BMW M8 Competition Cabriolet and BMW M8 Competition Gran Coupé. It includes a control display whose screen size has now grown from 10.25 to 12.3 inches. The touch function of the large on-board monitor allows a particularly fast, comfortable and intuitive operation of numerous vehicle functions.

The BMW Live Cockpit Professional includes the online navigation system BMW Maps and the BMW Intelligent Personal Assistant. In addition, the standard equipment with the Driving Assistant, the Parking Assistant including reversing assistant, the telephony with wireless charging and the Harman Kardon Surround Sound System underlines the exclusive character of the new BMW M8 models.

Munich. With yet another new sales record, the BMW M GmbH continued to grow also in the 2020 fiscal year. Despite the effects of the Corona pandemic on the market, it was possible to increase the number of BMW M automobiles sold by 6 percent to 144,218 units. Thanks to this result, the subsidiary company of the BMW Group with the status of an independent company has significantly strengthened its market leadership within the competitive environment first gained in 2019. “The fact that we were able to conclude this exceptionally challenging year with yet a further record is great validation of our consistent growth strategy,” says Markus Flasch, chairman of the board of the BMW M GmbH. “We can be particularly proud of the fact that we were able not only to defend our market dominance as the most successful provider of performance and high-performances automobiles, but also to have even expanded it.”

The further increase in sales figures was due, inter alia, to the successful market launch of the models BMW X5 M (combined fuel consumption: 13.1 – 12.6 l/100 km according to WLTP, 13.0 – 12.8 l/100 km according to NEDC; combined CO₂ emissions: 298 – 287 g/km according to WLTP, 296 – 287 g/km according to NEDC) and BMW X6 M (combined fuel consumption: 13.4 – 13.1 l/100 km according to WLTP, 13.1 l/100 km according to NEDC; combined CO₂ emissions: 305 – 300 g/km according to WLTP, 301 g/km according to NEDC). With V8 power units delivering up to 460 kW/625 hp, BMW M automobiles from the Sports Activity Vehicle and Sports Activity Coupe segment offer a particularly characteristic high-performance experience. Likewise, the special edition model BMW M2 CS (combined fuel consumption: 10.1 – 9.2 l/100 km according to WLTP, 10.4 – 9.4 l/100 km according to NEDC; combined CO₂ emissions: 229 – 210 g/km according to WLTP, 238 – 214 g/km according to NEDC), which serves as the basis for a new competition vehicle from BMW Motorsport, has also received a positive response. In the high-performance model sector alone, it was possible to increase the number of worldwide deliveries by 4 percent vs. the year 2019.

Moreover, it was predominantly the performance automobiles developed for the new BMW 3 Series and the new BMW 4 Series that helped boost the sales of the BMW M GmbH so decisively. With powerful straight six-cylinder petrol and diesel power plants, specific suspension tuning and stand-alone design features, the top-of-the-range offer for the BMW 3 Series Sedan, the BMW 3 Series Touring and the BMW 4 Series Coupe also guarantees that characteristic M experience in the premium mid-range segment, coupled with unrestricted suitability for everyday use and long distances.

Growing demand in all relevant markets.

Technology transferred from motor racing, precisely coordinated features in the areas of drive systems, suspension, aerodynamics, interior design and operation as well as the resulting authentic character of BMW M automobiles, create a fascination, which continued in 2020 to captivate an increasing number of performance-oriented customers throughout the world. For example, in the USA, the most important market for BMW M automobiles, as well as in China, new records were achieved. In both Russia and Korea, it was possible to increase sales by more than 60 percent, and in Italy by 47 percent. And in the UK, too, the number of vehicles delivered exceeded our expectations. “We notice a steadily growing demand in all relevant markets for BMW M automobiles,” explains Thomas Felbermair, head of Sales and Marketing at BMW M GmbH. “Because of this and thanks to the engagement of our strong dealer network, we have been outstandingly successful in coping with the challenges posed by the pandemic.”

Ready to go: BMW M5 CS, BMW M3 Sedan and BMW M4 Coupe.

Looking towards the future, the initial focus shifts to the world premiere of the BMW M5 CS, which will take place in January 2021. A special edition of the BMW M5 will then be available for the first time – with outstanding performance and exclusive motorsport characteristics. Following that, the main focus will be on the market launch of the new BMW M3 Sedan starting in March 2021 (combined fuel consumption: 10.6 – 10.3 l/100 km according to WLTP, 10.8 l/100 km according to NEDC; combined CO₂ emissions: 241 – 236 g/km according to WLTP, 248 g/km according to NEDC) and the new BMW M4 Coupe (combined fuel consumption: 10.5 – 10.3 l/100 km according to WLTP, 10.8 l/100 km according to NEDC; combined CO₂ emissions: 240 –  235 g/km according to WLTP, 248 g/km according to NEDC). The two high-performance automobiles represent the essence of that unmistakable M feeling. Immediately after their world premiere, the new model generation aroused keen interest around the globe.

In future, the wishes of the M Community will be fulfilled by extraordinary diversity: Each variant with classic manual shift will be complemented by a Competition model featuring an 8-speed M Steptronic transmission with Drivelogic. Moreover, in the summer of 2021, the four-wheel drive system M xDrive will be added for the first time to the drive portfolio for the BMW M3 and the BMW M4. And the BMW M4 Convertible will also be launched in time for the warm season. On the other hand, the first BMW M3 Touring is still undergoing the series development process.

A glance into the future: continued growth, new M feeling through electrification, and an anniversary. 

“It is remarkable that it was possible to achieve the new sales record even before the launch of our most important models,” says Markus Flasch. “The new BMW M3 and BMW M4 generation offers us the promise of dynamic growth in 2021 as well.” Moreover, he now also looks forward to presenting a completely new manifestation of the distinctive M feeling. Electrification will provide the basis for this. During the year 2021, the BMW M GmbH will be presenting an electrically powered performance automobile for the first time.

With this setting of agenda with which the “Power of Choice” strategy has been realised within the model range of the BMW M GmbH, and an exceptionally strong product range, the company is heading full of optimism for the forthcoming anniversary year. 2022 will be the year in which the BMW M GmbH celebrates 50 years of its existence. Markus Flasch has already announced “a year full of surprises”: “If I mention the keyword special edition models, it should be clear what our customers can look forward to during the anniversary year.”

• BMW M GmbH enters the next phase of its model offensive in the luxury segment with a brace of four-door high-performance sports cars:
  BMW M8 Gran Coupe Output: 441 kW/600 hp, max. torque:
  750 Nm (553 lb-ft); fuel consumption combined: 10.7 – 10.5 l/100 km (26.4 – 26.9 mpg imp); CO₂ emissions combined: 244 – 240 g/km.
  BMW M8 Competition Gran Coupe Output: 460 kW/625 hp, max. torque: 750 Nm (553 lb-ft); fuel consumption combined:
  10.7 – 10.5 l/100 km (26.4 – 26.9 mpg imp); CO₂ emissions combined: 244 – 240 g/km.
• Customary M-car power delivery: high-revving 4.4-litre V8 engine with M TwinPower Turbo technology develops up to 460 kW/625 hp. Cooling and oil supply systems designed for track use. Sports exhaust system with electronically controlled flaps delivers stirring engine soundtrack.
• Masterful power transfer courtesy of eight-speed M Steptronic transmission with Drivelogic and M xDrive all-wheel-drive system linked with the Active M Differential. Choice of three modes: 4WD, 4WD Sport and 2WD with pure rear-wheel drive and deactivated driving stability control.
• Standout performance: 0 to 100 km/h (62 mph) in 3.3 seconds (BMW M8 Gran Coupe) / 3.2 seconds (BMW M8 Competition Gran Coupe).
• Authentic sports car character the result of development alongside the two-door variants of the new BMW M8 and the BMW M8 GTE endurance racer. Intensive setup work at the Miramas and Arjeplog test centres with fine-tuning at the Nürburgring-Nordschleife circuit and other race tracks produces time-honoured M combination of dynamic sharpness, agility and precision.
• World premiere at the Los Angeles Auto Show 2019, market introduction from April 2020; BMW M8 Gran Coupe First Edition offered as exclusive launch model.
• Distinctive, extravagant, luxurious sports car with prominent high-performance attributes. Intense performance-car experience delivered to occupants in each of the four full-size seats. Impressive ease of ingress and egress, generous legroom and third rear seat available for use over short distances.
• Standalone body design with M-specific features: wheelbase 200 millimetres longer than two-door BMW M8 models, dynamically flowing roofline, large air intakes, BMW kidney grille with double bars, M gills on the side panels, rear spoiler and rear apron with diffuser elements and twin exhaust tailpipes.
• Weight of body and chassis construction minimised, rigidity optimised; carbon-fibre roof, low centre of gravity, wide tracks, precisely tuned aerodynamic balance.
• M-specific chassis with electronically controlled dampers, M Servotronic steering. DSC (Dynamic Stability Control) including M Dynamic Mode.
• Integrated braking system with optimised dynamics and M-specific configurability. Two settings for pedal feel: comfort focussed or even more direct.
• New Setup button gives direct access to the settings for the engine, dampers, steering, M xDrive and braking system. Two driver-composed overall setup options can be selected via M buttons on the steering wheel.
• New M Mode for individual configuration of driver assistance system interventions and instrument cluster / Head-Up Display screens. BMW M8 Competition Gran Coupe drivers can select from ROAD, SPORT and TRACK settings.
• Exclusive standard equipment includes BMW Laserlight, M sports seats, M-specific BMW Head-Up Display, BMW Live Cockpit Professional with navigation system and BMW Intelligent Personal Assistant, Driving Assistant and Parking Assistant.