BMW has been the Official Safety Car of MotoGP since 1999 and in 2006 the powerful BMW M brand, that celebrates its 40th anniversary this year, took over the partnership.
The subsidiary with the distinction “M,” described as “The most powerful letter in the world” which stands for Dynamic, Innovation and Aesthetic in their purest form, has always been keen on communicating a positive association with motor sports.
Thus, the cooperation between BMW M and Dorna is built on trust and reliability – creating more important bonds every day. Carmelo Ezpeleta, Dorna Sports’ CEO, calls the partnership an “international symbol of quality.”
The World Championship has strengthened its global position thanks to the support of BMW, which is a highly recognized brand around the world, and in return, BMW M uses this platform for international high-level sales and marketing activities as well as brand communication.
Thomas Schemera (BMW M’s Director of Sales Division) says: “Our commitment at these exciting motorsport events allows us to reach an important target group for BMW: motor bike riders who drive cars”. He added: “This sport offers fascination, emotion, high-tech and internationality – all aspects that are closely associated with BMW M. That is why we feel so at home here.”
The commitment of the Bavarian brand is based on several pillars. The Safety Cars guarantee a safe and reliable track for racing bikes during qualifying and races. The array of services offers perfection and exclusiveness in all areas. As part of the agreement, the German brand will provide a total of six Safety Cars, two BMW S 1000 RR Safety Bikes and up to 12 BMW X5 Shuttles to grant an exclusive transfer service for VIP guests at European Grands Prix.
On top of the fleet for the 2012 season there will be the new BMW M5, which was introduced at last year’s GP in Indianapolis, and a BMW 1 Series M Coupé which makes the motorsport fans very excited, as BMW M has topped all expectations by turning it into an authentic racing machine. Both impressive Safety Car versions have a noticeably enlarged Gurney-Style rear spoiler, special race chassis and motor racing exhaust systems. BMW M will then go even further this year by replacing the BMW 1 Series M Coupé with a brand new BMW M6 Coupé from mid-season on. Both Safety Cars, the BMW M6 Coupé and the BMW M5, will make the trips overseas for the international races. Besides the two main Safety Cars, BMW M is providing several other vehicles, among them the M3 Coupé, X5 M, X6 M and X3 Models that allow the Race Direction and medical team flexibility in all possible situations.
BMW M is not only present on the tracks but also “behind the scenes” offering a wide range of on-site and off-site events that bring the brand closer to the public. For instance, for the spectators during MotoGP weekends the latest BMW cars and motorcycles can be seen in the Public Area, where the local branches of the Bavarian manufacturer will take the opportunity to exhibit the newest technical advances. This represents an excellent platform for Marketing activities and active and personal customer service, providing important points of contact to the German automobile brand.
Furthermore, there is also a special service for the MotoGP Community with the BMW M Service Center in the Paddock that offers a perfect insight into the world of BMW M and provides information about vehicles and the brand to all the teams and, with the purpose of satisfying even the most demanding requests, offers a singular VIP Sales Program.
Apart from this the German company also organises the end of season BMW M Award for the rider who has the best qualifying performance. Last year (2011) Casey Stoner won the award and was given a BMW 1 Series M Coupé. This year’s prize is a BMW M3 Coupé Competition Edition that will be handed over at the M Night in Valencia in November 2012. The model’s eye catching features include its Frozen Silver Metallic paint, black hood intakes and a dark chrome exterior trim with complementing kidney grills, M side gills and exhaust tips. For the interior, BMW M used exclusive Novillo leather with palladium silver accents. Black M3 GTS wheels complete the amazing package.