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When May 24 marks the 50th anniversary of the founding of BMW M GmbH, the celebrations for this birthday are already in full swing. It's already being celebrated. The anniversary kicks off on February 24 with a unique event: In a film, various BMW M vehicles and their drivers come together in a huddle. What is known from almost every team sport – the group of players who coordinate their strategies, motivate and cheer each other on – is impressively staged with many BMW M models. The film about this sportiest of all gatherings shows in a very emotional way what makes the international BMW M community special. No matter how different the vehicles and their people are - they all love the pounding heart and goosebumps that every BMW M triggers. Just as excited as they are enthusiastic, they go their own way, are courageous and express their attitude. What connects them is the passion for the special attitude towards life that arises as a driver of a BMW M. They all feel: WE ARE M.
"WE ARE M"
“We are proud of the lavish start to our anniversary year on February 24th. The film "Huddle Speech" is in the tradition of extraordinary films for BMW M and yet is different: it heralds our transformation. We look ahead, but continue to create a home for this feeling that makes up the large BMW M fan base,” says Timo Resch, Head of Customer, Brand, Sales at BMW M GmbH. “We want to celebrate with all fans, with our international community, so we have surprises in store for all communication channels throughout the year. We are looking forward."
WE ARE M stands for everything that was and will be.
The claim created especially for the anniversary year shows the sentiment of the campaign: BMW M is extremely multi-faceted, always appears different and new, but is always recognizable. From the M1 Procar to an i4 M50 to the XM Concept, BMW M is defined by a veritable fireworks display of vehicles. Despite all their differences, what unites them is this main characteristic of being BMW M. And so always different, unique and edgy - that's exactly what the campaign picks up on.
The 50 Years Campaign is divided into four chapters, each activated over a quarter. While the first chapter, the "Huddle Speech", heralds the basic theme of 50 years of BMW M, the second will be shaped by BMW M's 50-year motorsport history. The third chapter focuses on electrification, while the fourth concludes with a focus on the unique lifestyle. In the course of the year, BMW M GmbH will present a large number of spectacular new vehicles. In addition, the brand will be present at numerous major international events. The recently presented "BMW Motorsport Anniversary Emblem" is just one of many other surprises for the global BMW M community.
With its Heritage, BMW M has its sights set on the future.
The holistic communication on the occasion of the 50th anniversary also takes a look back at the unprecedented history of BMW M GmbH, at experiences, achievements and successes in the performance and high-performance segment. One example is the digital campaign “Only in M Town” from 2018, which gave BMW M enthusiasts a real home back then. But BMW M does not stop at its origins, but takes it with it as a strength in order to transform itself for the future. As the next three chapters of the campaign already indicate, BMW M is geared towards new performance, electrification and the typical BMW M lifestyle. Because BMW M is and will remain the Ultimate Driving Machine. After half a century and in the future. Photo credit: BMW
Of course, that wasn't the end of it!
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