BMW Group - IAA 2009 state of the art
On September 15, 2009, IAA Frankfurt Motor Show opens its gates. As a premiere, BMW presents all of it’s three brands in a state-of-the-art exhibition hall.
The highlight of BMW’s 2009 motor show presentation is a circuit of several hundred meters length that encloses the entire exhibition space and on which the BMW EfficientDynamics fleet and the world premieres will be presented. Thomas Muderlak, responsible for BMW Group’s presentation at the IAA Frankfurt Motor Show: “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: For the BMW brand, our presentation will implement the brand’s motto of ‘Sheer Driving Pleasure’ quite literally.”
In 2003, 2005 and 2007, the BMW brand presented itself in a Cubist building on the so-called Agora while MINI and Rolls-Royce Motor Cars 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 the organizer of the Junior Campus and the host of the ZEIT Conference, BMW Group will seize the opportunity to set the stage for important social issues such as sustainability.
The basic concept behind the BMW brand’s presence at the 2009 IAA focuses on sheer driving pleasure. For the first time, IAA visitors can experience the cars’ design and appeal in motion – thanks to the dynamic presentation of the vehicles on a circuit. The BMW EfficientDynamics fleet presented on the circuit will be an impressive demonstration of the fusion of driving pleasure and low consumption. Thanks to EfficientDynamics, BMW is able to prove uncompromisingly that these are not antipodes: With its two most recent model generations, BMW Group has reduced the fleet’s consumption in Europe by more than 25 percent while improving driving pleasure. Besides the presentation of the EfficientDynamics fleet, the focus at the BMW stand will be on the world premieres of the hybrid vehicles BMW ActiveHybrid 7 and BMW ActiveHybrid X6 as well as on the world premieres of the BMW 5 Series Gran Turismo and the BMW X1. Visitors can expect further additional product surprises.
On August 26, MINI will celebrate its 50th anniversary. Honoring this special occasion, the MINI motor show presence is all about MINI’s 50-year success story. This agenda is also translated into the stand’s architecture: Visitors are received at the stand by the large-scale claim “What a Birthday. It’s MINI.”, stretching diagonally across the entire open space of the stand with a length of 35, a height of six and a depth of four meters. The MINI world premieres include the birthday editions MINI 50 Camden and MINI 50 Mayfair as well as further surprising product innovations. Another focus at the MINI stand at the 2009 IAA is the MINIMALISM concept – a package of measures developed to optimize fuel consumption and to reduce emissions, which is presented in a futuristic area that offers great experiences.
The highlight of the Rolls-Royce motor show presence is the world premiere of the Rolls-Royce Ghost. The stand itself has been designed as an open building with a daylight roof in which Rolls-Royce presents not only the Ghost, but also the Phantom product range with the Phantom Extended Wheelbase, the Drophead Coupé and the Phantom Coupé.
Many fascinating things to encounter at BMW Group’s exhibition space during this year’s IAA.
