BMW will take the concept of driving pleasure to the next level at this year’s IAA International Motor Show: Visitors to the show will be able to experience the endless driving pleasure of the new BMW models on an almost 300-metre-long track over three levels. In this way, BMW is putting a new spin on the tradition it started in 2009 with its active driving concept for shows. Visitors to the IAA enjoy impressive views of the new products from every angle. The combination of motor show and event, international vehicle premieres and unique stand architecture ensures that the BMW Group brand presentation is a 360°, all-round experience for every IAA visitor.
Steven Althaus, head of Brand Management BMW and Marketing Services BMW Group, on this year’s IAA presence: “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 for BMW at the IAA this year will be the BMW i premieres: the pure electric BMW i3 and the plug-in hybrid sports car, the BMW i8. The heart of the stand is the track in the shape of an infinity symbol, on which members of the press and, for the first time, show visitors can take a ride in the BMW i3 and other BMW cars premiering at the IAA even before the market launch. Over the twelve days of the show, a total of around 9,100 kilometres – equivalent to the distance from Frankfurt to San Francisco – will be driven with electric power, and therefore emission-free. In addition to hourly BMW i shows on the main stage, 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. Other BMW i vehicles and the topic of charging infrastructure will be displayed in the area in front of Hall 11.
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.
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”.