BMW i - BORN ELECTRIC

Campaign launch for new BMW sub-brand

Munich, (PresseBox) - Saturday evening saw the launch of teaser communications for the new BMW sub-brand. Light installations and video projections illuminated BMW Group buildings around the Petuelring road in the north of Munich. The four-cylinder building, BMW Welt and BMW Museum were bathed in the colours of BMW i.

The new BMW sub-brand itself was launched at today's press conference in the BMW Welt. The print campaign for BMW i will initially feature two motifs.

As of Tuesday, a giant poster at the Munich Opera house and on other squares around the city of Munich will present the world of BMW i to the public.

The new brand's affiliation with its parent brand, BMW, is clearly recognisable, thanks to the design cues taken from BMW's Corporate Identity. However, in terms of motifs and colours, BMW i is venturing into new territory. Naturally vibrant, highly aesthetic images with a futuristic atmosphere will characterise communications. Initially, the focus will be on lifestyle images. These will gradually be complemented with more and more content relating to the products.

The new website, www.BMW-i.com, demonstrates the visionary and sustainable approach of the new brand. With films about the world of BMW i , design sketches and details of the revolutionary engineering principles behind the BMW i3 and BMW i8, the site offers a clear view toward future mobility.

Another part of BMW i can be found with mobility services. In addition its own service range, the BMW Group is working to offer services through corporate partnerships and strategic investments. To support its efforts in this area, it has founded a venture capital company called BMW i Ventures. This will help the new sub-brand expand its product portfolio over the longer term through investments in highly innovative service providers. The first company in which BMW i Ventures holds a stake is My City Way, whose mobile information portal is available as a smartphone app.

The BMW i website will also pick up on public debates around the latest developments in urbanisation, sustainability and mobility. Its activities will feature on social media websites, including the Facebook fan site www.facebook.com/bmw.i, the Twitter channel www.twitter.com/BMWi (available end of this week) and the YouTube channel www.youtube.com/bmwi.

BMW AG

The BMW Group is one of the most successful manufacturers of automobiles and motorcycles in the world with its BMW, MINI and Rolls-Royce brands. As a global company, the BMW Group operates 24 production facilities in 13 countries and has a global sales network in more than 140 countries.

The BMW Group's global sales volume for the 2010 financial year amounted to approximately 1.46 million automobiles and over 98,000 motorcyles.

The BMW Group achieved a global sales volume of approximately 1.29 million automobiles and over 87,000 motorcycles for the 2009 financial year. Revenues totalled euro 50.68 billion. At 31 December 2009, the company employed a global workforce of approximately 96,000 associates.

The success of the BMW Group has always been built on long-term thinking and responsible action. The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy. As a result of its efforts, the BMW Group has been ranked industry leader in the Dow Jones Sustainability Indexes for the last six years.



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