BMW continues the successful active driving concept from 2009
At this year's IAA, BMW will once again be presenting its world premiere vehicles actively on a circuit in Hall 11 on the Frankfurt Exhibition Site. The successful concept of presenting the cars as they drive has been developed and refined, providing the press and the public with the experience of efficiency and dynamics through the products themselves. The combination of trade fair and event in the form of stage shows will allow visitors to become immersed in the world of the brand.
BMW's highlight this year at the IAA, forming the heart of the exhibition stand, will be the vehicle concepts of the new BMW sub-brand BMW i. With the BMW i3 Concept and BMW i8 Concept, the BMW Group is presenting its visions for future mobility. The concept vehicles offer a foretaste of the first series-produced electric automobiles in the new BMW i sub-brand. Around 300 international journalists were already able to gain a clear impression of the BMW i vehicles and the world which they inhabit on part of the IAA exhibition stand at the end of July.
The new BMW 1 Series is also making its debut on the exhibition stand. With a wide range of personalisation options as a result of lines being offered for the first time, its appearance sets particularly high standards for individual, differentiated presentation.
The BMW Group is also using the individual brand presentations at the IAA to inform and motivate its dealers. The exhibition stand in Frankfurt has been hosting industry-standard events for dealers and sellers since the middle of July. The new products from the BMW Group have been presented here to around 9,000 participants and described in more detail in workshops. In addition, current and future products, such as the new BMW 1 Series and the MINI Coupé, can be tested by the dealers and sellers on the external areas of the Frankfurt Exhibition Site and in the area of Frankfurt.
As in 2009, the BMW Group, with its BMW, MINI and Rolls-Royce brands, will also be housed under cover in Hall 11. But the BMW Group also has a presence as a company. The brand presentations will be framed on both foyer sides of the hall by areas illustrating and explaining the company's commitment to sustainability. The Motorcycles division is presenting its two brands, BMW Motorrad and Husquarna Motorcycles, on the external space in front of Hall 11, thus completing the presence of the BMW Group.
In 2010, the moving BMW presentation at the 2009 IAA was awarded the silver Design Prize of the Federal Republic of Germany, which is presented each year by the German Design Council. The innovative brand presentation also won a Silver Lion in Cannes, awards from the Art Directors Club of Germany and New Year and a number of creative competitions.