Its unexpected departure from F1 in the past, the BMW Group has now focused its attention on the 63rd Frankfurt Motor Show next month. This year’s exhibit, a first for the Munich-based firm, will feature all three of its brands in the same hall – enclosed by a circuit several hundred metres long.
By Kyle Kock
In previous years, the BMW brand was presented in a Cubist building, while the Mini and Rolls-Royce displays were located in different halls. Presenting the three brands so close to each other this year will allow BMW Group to stage various corporate initiatives, as well as set the stage for important social issues such as sustainability – which was one of the reasons the firm pulled out of the pinnacle of motorsport, which greatly increases the savings on its annual budget.
The state-of-the-art Hall 11 of the Frankfurt exhibition grounds was officially opened by Frankfurt Mayor Petra Roth last week will boast an indoor circuit that circles the exhibition area on which the BMW EfficientDynamics fleet and other world premieres will be presented.
“Participation in motor shows is an important feature in our communication activities directed at customers, the media and trade visitors. We are delighted that the 2009 IAA gives us the opportunity to build on our tradition of innovative motor show presences and this time to present all three brands under one roof – a first. A highlight for our visitors will be to experience our vehicles in motion,” says Thomas Muderlak, responsible for BMW Group’s presentation at the Frankfurt Motor Show.
BMW’s 2009/2010 sustainable value report will be presented at a press conference on September 15. Because sustainability is the central theme of the BMW Group’s exhibition stand concept as well, the company has applied a reusable exhibition system to motor shows and exhibitions. The concept is based on modular, reusable structural elements which reduce the amount of demolition material and waste.
Children will also have the opportunity to attend workshops which feature the central themes of sustainability and mobility, and handle resources in a responsible manner. Besides the presentation of the Efficient Dynamics fleet, the other focus will be the world premieres of the ActiveHybrid7 and ActiveHybrid X6 hybrid vehicles and 5 Series Gran Turismo and X1.
As Mini celebrates its 50th anniversary this year, expect a few 50th birthday edition models along with the “Minimalism” concept – a package of measures developed to optimise fuel consumption and reduce emissions, presented in a futuristic exhibition area.
Another highly-anticipated world premiere is that of that the Rolls-Royce Ghost – which will be presented along with the entire Phantom product range.