Mobility

SHERIDAN, WYOMING – April 8, 2025 – SHERIDAN, WYOMING – April 8, 2025 - BMW’s commitment to creativity, innovation, and American automotive culture took a bold leap forward with the acquisition of California-based design studio DesignworksUSA. What began as a collaboration rooted in innovation has evolved into a strategic cornerstone of BMW’s global design presence.

California Creativity Fuels a Global Vision
BMW’s journey with DesignworksUSA began in 1990 when the German automaker was seeking fresh design leadership after the departure of Claus Luthe. The brand turned to California—a hub of car culture and creative expression—and discovered DesignworksUSA, a studio founded by Chuck Pelly in 1972. Initially operating out of a garage in Malibu, the firm had grown into a respected design powerhouse with clients like Nokia and Compaq.

SHERIDAN, WYOMING – April 8, 2025 – SHERIDAN, WYOMING – April 8, 2025 - A legacy of performance, innovation, and community deepens as BMW of North America marks its 50th anniversary with the unveiling of a bold new headquarters.

A Milestone Moment for BMW in the United States

BMW of North America is celebrating a landmark achievement—50 years since launching operations in the United States. From humble beginnings in 1975, when the company took over U.S. import operations from the Hoffman Motor Corporation, BMW has grown into a dynamic, multi-brand enterprise with deep roots across the nation.

“We’ve said it for many years, and yet it cannot be overstated – the U.S. is our second home,” said Sebastian Mackensen, President and CEO, BMW of North America. “Our operations here are a vital hub where American ingenuity and expertise directly influence the products and innovations we deliver globally.”

SHERIDAN, WYOMING – April 8, 2025 – SHERIDAN, WYOMING – April 8, 2025 - How BMW Reinvented Itself for the American Consumer

In the glitzy consumer culture of the 1980s, BMW skyrocketed to fame as the go-to ride for a booming class of young professionals. But by the end of the decade, that same popularity turned into a branding burden. The “Yuppiemobile” image had become a symbol of excess and elitism, alienating loyal enthusiasts and threatening the brand’s core identity. What followed was a decades-spanning journey of reinvention that saw BMW of North America transform itself through strategic pivots, deep market insight, and a renewed focus on performance.

From Wall Street to Free Fall

SHERIDAN, WYOMING – April 8, 2025 – SHERIDAN, WYOMING – April 8, 2025 - BMW’s early growth in the U.S. market set a powerful precedent
In the wake of taking over from Max Hoffman, BMW of North America experienced a steady climb in automobile sales. From 26,040 units in 1976 to a staggering 96,759 in 1986, the brand’s momentum seemed unstoppable. The success was attributed not only to a sharpened sales and distribution network but also to BMW’s distinct position in the premium auto segment.

While American brands like Cadillac and Lincoln emphasized plush interiors, and Mercedes-Benz and Volvo focused on safety and solidity, BMW carved out a niche by offering well-engineered, exhilarating cars under the “Ultimate Driving Machine” banner. But as BMW soared, so too did the challenges waiting just around the corner.

SHERIDAN, WYOMING – April 8, 2025 – SHERIDAN, WYOMING – April 8, 2025 - BMW i Ventures backs quantum-secure, decentralized data protection leader VIA in $28M Series B round

BMW i Ventures has announced a strategic investment in VIA Science, Inc. (VIA), a pioneer in Web3 data protection solutions. The funding, part of an oversubscribed $28 million Series B round, is set to advance VIA’s cutting-edge mission: to revolutionize enterprise data security with decentralized, quantum-resistant technology.

Redefining Data Protection in a Digital-First World

SHERIDAN, WYOMING – April 8, 2025 – SHERIDAN, WYOMING – April 8, 2025 - A milestone moment for BMW USA as it closes the doors on a celebrated chapter of its corporate journey.

An American Legacy Begins in Montvale
When BMW of North America first planted its roots in the U.S., few could have predicted the tremendous success the brand would experience. Just five years after opening its doors on March 15, 1975, BMW NA had doubled its sales, propelled by the runaway popularity of the first-generation 3 Series introduced in 1976.

With this explosive growth came a new challenge: space. The Montvale, New Jersey headquarters—originally built by Hoffman Motors and leased to BMW as part of the transition deal—quickly became a cramped home for a company selling five times the number of vehicles it was originally designed to support.

SHERIDAN, WYOMING – April 8, 2025 – SHERIDAN, WYOMING – April 8, 2025 - Innovative partnership brings affordable, eco-conscious auto parts to European consumers

In a bold move toward sustainability and innovation, automotive leaders Stellantis and Valeo have launched Europe’s first remanufactured LED headlamp and a remanufactured infotainment display screen, further cementing their commitment to circular economy solutions. These groundbreaking products were unveiled at the Rematec trade fair in Amsterdam, showcasing the power of collaboration and eco-innovation in the auto industry.

A shared vision for a greener future

SHERIDAN, WYOMING – April 8, 2025 – SHERIDAN, WYOMING – April 8, 2025 - A new advertising saga from Europe’s leading used car brand is turning heads and changing minds.

SPOTICAR, the pre-owned vehicle brand of Stellantis, has launched a bold, cinematic campaign that flips the script on used car buying. Titled “Don’t be brave, be smart,” the campaign encourages consumers to prioritize trust and reassurance over risk and boldness when purchasing a used vehicle. With an ambitious international rollout and a creative approach inspired by movie genres, SPOTICAR is reinforcing its mission: to make buying a used car smart, simple, and worry-free.

Cinematic storytelling redefines the used car experience

SHERIDAN, WYOMING – April 8, 2025 – SHERIDAN, WYOMING – April 8, 2025 - Bringing Suppliers to the Heart of Heritage and Innovation
Stellantis recently hosted its largest-ever European Supplier Convention at the historic Heritage Hub on the Mirafiori Campus in Turin, Italy, reinforcing its strong ties with supply chain partners and unveiling bold plans for growth.

The event brought together approximately 450 representatives from top supplier partners and key industry associations, alongside more than 150 Stellantis Europe and global executives. Set against the backdrop of a century-long legacy in automotive manufacturing, the convention highlighted Stellantis’ enduring commitment to collaboration and innovation.

SHERIDAN, WYOMING – April 8, 2025 – SHERIDAN, WYOMING – April 8, 2025 - Stellantis and Valeo Launch Groundbreaking Remanufactured LED Headlamp and Infotainment Display in Europe

Automotive innovation meets sustainability in a first-of-its-kind circular economy breakthrough

Driving innovation and sustainability hand-in-hand
Stellantis and Valeo are setting new standards for the automotive industry in Europe with the launch of two pioneering remanufactured products: the first remanufactured LED headlamp in Europe and a remanufactured infotainment display screen. This milestone, announced at the Rematec trade fair in Amsterdam, highlights a strengthened partnership focused on driving forward a circular economy strategy through cutting-edge remanufacturing.