Electric Mobility Partnership: BMW and SALEWA

Electric mobility is the buzzword in the automotive scene. BMW is heightening their efforts to create the ultimate outdoor experience and this shows in the various electric cars that they have released in just the span of a few years. Clearly, BMW is one of the leaders in this field and they are holding the fort. To further ensure their lead in the field of sustainable electric mobility, BMW has been partnering with SALEWA, a mountain sports specialist, since 2014. The companies have collaborated to create sustainable electric mobility and sportier driving experience with the fascination of mountain sports in mind. The current product of this collaboration is the BMW 225xe iPerformance Active Tourer, a functional and dynamic vehicle that offers sustainable electric.

As part of the initiative to encourage people to be more active, SALEWA is having a campaign called “get vertical”. Their goal is to encourage alpinists to go out of their comfort zones and join together to face alpine challenges. The competition is called Base Camp Experiences, applications will be accepted until April 30th. The participants will stand a chance to win a three-day driving experience in a BMW 2 Series to be held in Austria’s Zillertal Alps. An overnight stay will also be provided for the winner.

Jörg Reimann, head of International Brand Experience says that they want to create unforgettable moments for outdoor enthusiasts through this campaign. Campaigns like these are important to develop emotional experiences that can help communicate the brand image that BMW also wants to project. The vehicles used in the campaign are from the BMW 2 Series range and perfect for those who love the outdoors.

The BMW 225xe iPerformance Active Tourer features a plug-in hybrid drive system which marries the BMW EfficientDynamics spaciousness, comfort, and the fun to drive electric four-wheel drive technology in just one car. It is emission free and doesn’t sacrifice driving pleasure, which is perfect for environmentally conscious people who live an active lifestyle. With the current lifestyle change, it becomes more and more important for the Alps to be cared for during all kinds of mountain sports.