BMW-M.com: The Launch of the New Website

BMW M is launching their new website: BMW-M.com. It will not be the new online home of the dynamic BMW sub-brand and the go-to place to learn updates about the most powerful letter in the world. The website will provide exciting brand and product content with fascinating insights into development and technology, as well as an exclusive community for all drivers of BMW M and BMW M Performance automobiles. The launch of the new website will be accompanied by a major digital campaign.

“The new BMW-M.com is our central international contact point for the BMW M brand. We are addressing a broad audience, ranging from potential customers to fans to owners of M vehicles,” explains Peter Quintus, Vice President Sales and Marketing BMW M GmbH. “In this way, we will be able to reach a large, international target group and continue the growth trajectory of BMW M GmbH.”

The website includes the BMW M Magazine which provides an exciting glimpse into the world of BMW M with articles published regularly, while one-pagers introduce the BMW M models, BMW Individual and BMW Driving Experience events. The exclusive M Community area offers additional content and functions for M drivers.

The BMW M models themselves are described in detail on their respective one-pager. Technical tiles provide information on performance, technology and product features. Elaborate 3D renderings allow the BMW M engines to be inspected from all angles. The obligatory sound check with original audio recordings of engine sounds and five plus-points for each model round off the emotional positioning.

The new BMW-M.com not only serves as the gateway to the world of BMW M, but also as a platform for uniting M drivers around the globe. From summer 2017, all owners of a BMW M or BMW M Performance automobile will be able to access an exclusive community area by entering their vehicle number. Here, they can create a profile, park their M vehicles in the virtual garage and communicate with other M fans in the forum or via chat. All members also have the opportunity to participate in exclusive dialogue formats with BMW M GmbH experts.

“The idea of the campaign is quite pure. M cars are polarising – BMW M is non-conformist, unconventional and always has its own style. For some people this may seem ‘irrational’, but it is precisely this passion that makes the BMW M brand so inimitable and unique to its fans,” according to Dominique Gargiulo, head of Marketing Communications BMW M, BMW Individual, MotoGP.

The campaign will initially get underway with a series of online films. From a father teasing his son, a likeable wedding guest running a little late or a BMW M4 GTS with a built-in roll cage that makes it less than ideal for a mother-in-law’s taxi-ride, the films provide a playful insight into the character of BMW M.