BMWs Unique Concept at IAA International Motor Show

BMW group is taking its motor show presentations at a whole new level at this years IAA International Motor Show a.k.a The Frankfurt Auto Show. BMW has planned that it will make an almost 300-meter-long track over three levels in its stand which will allow press members and – for the very first time – the auto show visitors to drive & experience the new BMW range. The active driving concept for the very first time was introduced by BMW in 2009 and since then they have created more and more ways for the visitors and press members to interact and experience the pleasure of their model range ensuring that it is a 360°, all-round experience.

Steven Althaus, head of Brand Management BMW and Marketing Services BMW Group, on this year’s IAA International Motor Show:

The IAA is one of the most important motor shows worldwide, where we present our latest products on an emotional level. The dynamic presentation of our vehicles on the track is unique and clearly underlines BMW´s brand promise “Sheer driving pleasure”. At this year’s IAA there will be a focus on the topic of electric mobility and the pure electric BMW i3 experience of our visitors. We are looking forward to creating enthusiasm for the BMW i3 and other BMW Group products.

The highlight this year for BMW will be its two premiering BMW i models namely the BMW i3 pure electric and the BMW i8 hybrid plug-in sports car. The main centre of attraction will be the track designed in the shape of the infinity symbol which will let the press members and the auto show visitors to take a ride in the newly premiering BMW i models and the rest of the range even before they are released in the market, making it one of a kind experience. It is estimated by the brand that over the course of 12 days of the show a total of 9,100 kilometers will be driven in electric powered cars like the BMW i3 making the whole driving experience absolutely emission free. Also to be noted is that this distance equals the distance from Frankfurt to San Francisco (these numbers are amazing!). It is also planned that a BMW i show will take place on an hourly basis on the main stage. Other than that there is still a lot more to experience like the visitors can also take a seat in five differently-configured BMW i3 cars on the “BMW i Walk”, specially-trained “BMW Product Geniuses” will also be on hand to answer questions about the vehicle concept and lastly other BMW i vehicles and the topic of charging infrastructure will be displayed in the area in front of Hall 11.

Official Statement about the BMW i:

BMW i stands for visionary vehicles and mobility services, inspiring design and a new understanding of premium that is strongly geared towards sustainability. The BMW i brand redefines individual mobility. The BMW i3 is the world’s first premium electric vehicle purpose-built from the ground up for electric power, creating a car that guarantees typical BMW sheer driving pleasure with zero emissions. The BMW i8 is a contemporary sports car perfect for everyday driving. It combines the performance of a sports car with the consumption of a small car. Thanks to its plug-in hybrid drive, the majority of its day-to-day driving is possible in emission-free, fully electric mode.

Other new vehicles which will showcase the BMW stand include the new BMW 4-Series Coupe a premium middle class two-door sports car claiming to have “the highest level of aesthetic appeal and driving pleasure”, the new BMW X5 which is the most successful Sports Activity Vehicle setting new benchmarks, the new BMW Concept Active Tourer Outdoor and if these are not enough there are also the new BMW 5-Series models and the new BMW M Performance Automobiles on display too. BMW will also be showcasing its latest BMW Efficient Dynamics and BMW ConnectedDrive innovations.

As in 2011, the BMW Group and its BMW, MINI and Rolls-Royce brands will all be found under one roof with more than 10,000 m2 of space in Hall 11. BMW Bank and BMW Motorsport will also be on display outside of Hall 11. The brand’s involvement with the German Touring Car Masters will also be presented under the motto “Drive like Bruno”.

The new MINI range will be displayed under the new “MINI – Not Normal” campaign. The visitors will be able to experience larger than life attitude of the MINI Brand in the “MINI Curiocity”. The point of the stand is to make it look like a city separated into different areas called “districts” which are dedicated to one specific topic eg. a district named “Speed” will be showcasing the John Cooper Works vehicles like the John Cooper Works Paceman & Country Man and for those who admire cars and love to have fun at the same time, they are invited to try to break the speed record on the MINI Speed Slide, a 15-metre-long slide for adults with photos and slide time displayed on large screens at the end. MINI design models drive in circles on a roundabout located in the dead centre of the “MINI Curiocity”. The MINI Roadster and MINI Convertible will be floating in the “Cloud” over the roofs of the city.

Finally the mighty Rolls Royce characterized by the topic “Bespoke”, the customization and personalization program of the brand. The centre of the presentation is the Rolls-Royce Celestial Phantom, an automobile inspired by the constellation of the stars in the West Sussex sky in January 2003. A Ghost Extended Wheelbase of the Home of Rolls-Royce Collection highlights that Goodwood has been the home to Rolls-Royce for ten years. With a Ghost, the Alpine Trial Centenary Bespoke Collection celebrates the Alpine Trials, where Rolls-Royce successfully built its reputation of producing reliable and technically demanding automobiles. The Wraith, the latest model in the company portfolio and the most powerful Rolls-Royce ever, shown in Frankfurt in an individual Diamond Black and Twilight Purple Two-Tone-Design, demonstrates that the “Bespoke”-program makes a Rolls-Royce as individual as its owner’s fingerprint.

Source: Rolls Royce

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