The BMW Group at the 2015 Frankfurt International Motor Show (IAA)

Munich. The BMW Group will be exhibiting from 15 – 27 September in Frankfurt with a one-of-a-kind stand architecture that takes modern experiential marketing to a whole new level.

Under the BMW Group umbrella, the BMW, MINI and Rolls-Royce brands will showcase their strong, separate identities in impressive style.

 

With a much longer circuit (now 400 m) than in 2013, the stand now offers active-driving demonstrations of BMW and MINI-brand vehicles for the first time and is the most distinctive architectural feature of the 2015 stand.

 

In this way, the innovation, dynamic performance and diversity of the BMW Group comes to life for the visitor in a direct, impressive manner.
With more than 12,000 m2 over two levels, this year’s stand is the BMW Group’s largest- ever. All innovations, new models and the entire product portfolio will be on show for the media and all other visitors.

 

BMW and MINI technology and product highlights will be presented to visitors in brief shows 20 times per day on stages integrated into the circuit. The BMW stage is an imposing 50 metres wide.

 

Intelligent use of digitalisation: For the first time, BMW is allowing visitors a glimpse behind the scenes with access to additional content on innovations and vehicles using the BMW IAA App.

 

In addition to an audio guide to the display, the app also offers augmented reality features, which enable the new BMW 7 Series and other exhibits to be experienced in a new dimension.

Steven Althaus, Head of Brand Management BMW and Marketing Services BMW Group: “Authentic, distinctive brands, outstanding new vehicles and exciting innovations will be showcased in a ground-breaking new way to create a unique visitor experience at IAA 2015.”

 

The highlight for the BMW brand at the IAA this year will be the new BMW 7 Series. Its vision, innovations and features provide the starting point for both architecture and staging.

The BMW stand is designed in the style of a flagship store, with the corresponding architecture and staging to create a brand-experience forum for visitors.

 

The new BMW 7 Series stands for modern luxury, interpreted at the IAA in the form of contemporary architecture, attention to detail and state-of-the-art technologies – with a positive spill-over for all the brand’s other models .

In addition to the active-driving concept, the heart of the BMW presentation is a rotunda used for staging highlights: It provides visitors with changing perspectives of the new BMW 7 Series, leading to a spacious plaza on the upper floor.

 

The plaza with the “BMW 7 Series Gallery” offers insights into the product substance of the BMW 7 Series and the meaning of modern luxury: aesthetic appeal, attention to detail, excellent craftsmanship – as well as pushing technological boundaries in a connected world.

 

This is illustrated through vehicle details and examples of the finest manufacturing artistry from other areas, such as the Nymphenburg Porcelain Manufactory.

 

Three rooms provide the opportunity to explore the focus topics of the new BMW brand flagship in more detail. The three displays centre on a new BMW 7 Series with M Sports Package, a new BMW 7 Series with the Design Pure Excellence package and the BMW eDrive variant: the BMW 740Le.

 

The vehicles are accompanied by top-quality, intuitive exhibits that help visitors explore topics in more depth. For example, the interactive multimedia wall allows new gesture control technology to be experienced easily to impressive effect outside the car.

 

Visitors are encouraged to walk around and take their time to discover and experience the new BMW 7 Series in a highly personal way. Circular openings in the architecture provide exciting glimpses and perspectives of the whole stand.
This creates generous spaces and at the same time provides thematic links between the luxury segment on the upper floor and the premium segment on the ground floor.

 

The focus of the BMW i sub-brand is on innovative charging concepts and service offerings, alongside the current BMW i3 and BMW i8 cars.

 

BMW Connected Living is presented as the next area of innovation. At this year’s IAA, for the first time, BMW i will present intelligent applications that go far beyond pure mobility solutions and extend into other areas of the user’s life. In this way, BMW i once again proves its power of innovation and underlines what it stands for: pioneering, sustainable individual mobility.

 

The spacious BMW i display continues from the ground floor through the open architecture to the upper floor and the BMW i8 presentation.

Here, advanced technologies, such as carbon core and laser lighting, tie in with the modern interpretation of luxury.

BMW e Drive – The performance of a BMW TwinPower Turbo engine combined with the efficiency of an electric engine: Technology transfer from the
BMW i sub-brand to the core brand continues with the premieres of the BMW eDrive models of the BMW 2 Series, BMW 3 Series, BMW X5 and BMW 7 Series.

 

Visitors experience these new models in an area that combines information on the underlying technology with strong emotional appeal.

 

The BMW M sub-brand is represented by no fewer than five models, including one world premiere: the new BMW M3 Sedan. Architecture, media and lighting create the perfect atmosphere to showcase these high-performance sports cars.

 

Red mirrored walls and pulsating light installations bring the space and products to dynamic life – taking the fascination of BMW M to a whole new level.

 

Together, creativity and craftsmanship are what create works of art. At the Frankfurt show, the high standard and outstanding quality of materials and workmanship of BMW Individual, BMW M’s second business area, can be experienced through handcrafted exhibits.

 

A wide range of samples and customisation examples are displayed in a total of four vehicles – with the highlight a BMW Individual design study in a BMW 750 Li – so visitors can learn more about BMW Individual and BMW Manufaktur options.

 

 

BMW will also unveil the new BMW X1 for the first time at IAA 2015. The second generation of this highly-successful model, which has been sold more than 730,000 times worldwide, will be displayed with typical BMW X chassis design, an even more spacious interior and advanced functionality.

 

The stand uses an eye-catching installation to showcase the limitless possibilities of the robust Sports Activity Vehicle: A 50 m2 rock structure towers above both levels of the stand and positions the new BMW X1 as the perfect all-rounder – at home in the urban world and the great outdoors.

 

The BMW 3 Series, BMW’s most successful model of all time, will celebrate its anniversary at IAA 2015. The car that is still BMW’s top-selling model series went into production 40 years ago, heralding a new era in automotive history.
The stand uses different media to portray key scenes from the legendary sports sedan’s development over six generations: starting with the first BMW 3 Series with six-cylinder petrol engine that created the mid-size sports sedan segment, up to the latest model, the new BMW 3 Series Sedan.