Beyond driving pleasure: innovative luxury, BMW-style

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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.

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.

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 has proven to be a recipe for success, as well as showcasing the company’s passion 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. The flagship models in the BMW portfolio embody a new understanding of luxury.

BMW is focusing its attentions on the continued development of relationships with customers 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. While for the pleasure of a sporting weekend drive a BMW 8 Series will be at their disposal.

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 program for BMW i8 owners has paved the way for customers around the world to experience some cultural, lifestyle and travel events.

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.

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