News

SHERIDAN, WYOMING – Sep. 23, 2025 – This summer, fitness and fun go full throttle as MINI USA teams up with Barry’s, the global fitness phenomenon, in a bold new partnership designed to energize lifestyles across Los Angeles, Chicago, and the Hamptons. The goal? To inspire movement, spark connection, and bring together two iconic brands that live and breathe community and inclusivity.

A Joyride Beyond the Gym

What happens when the “fun-to-drive” spirit of MINI meets the pulse-pounding workouts of Barry’s? You get a lifestyle upgrade on wheels and in motion. With MINI now the official car of the summer at Barry’s, instructors in key cities are motoring to and from studios in signature MINI vehicles — bringing their infectious energy wherever they go. It’s more than a commute; it’s a mobile lifestyle statement.

Kate Alini, Head of Marketing, Product & Strategy at MINI USA, sums it up best: “We are excited to partner with Barry’s, a brand that shares our commitment to community, inclusivity and fun. Together, we will bring a new level of excitement, fun and engagement to Barry’s clients, both in and out of the gym.”

Feel the Burn, Drive the Vibe

As part of this feel-good collaboration, Barry’s is rolling out exclusive MINI-themed workout experiences. Their signature RUN X LIFT: Full Throttle with MINI classes blend high-energy treadmill intervals with strength training — and now come with stylish MINI swag and complimentary post-sweat Fuel Bar shakes at the Chicago and LA locations. It’s fitness that fuels the soul, with perks that extend the good vibes long after your cooldown.

Dan Rabinovich, Senior Director of Brand Partnerships at Barry’s, captures the heart of the initiative: “Barry’s has always been about bringing people together and creating an inclusive space where everyone feels empowered. Partnering with MINI, a brand that shares our same spirit of community and fun, lets us extend that energy beyond the Red Room and into everyday life. Together, we’re giving our Fit Fam a new way to move, connect, and live full throttle.”

Why This Partnership Feels So Right

This isn’t just about flashy cars or sweaty sprints — it’s a lifestyle sync. Both MINI and Barry’s have carved out spaces where individuality, empowerment, and connection thrive. Their union creates a seamless bridge between two cultures that value purpose, play, and pushing boundaries.

MINI brings:

• Bold, expressive design and a “go-anywhere” attitude
• A vehicle range built for urban explorers and spirited drivers
• A legacy of turning everyday drives into joyful journeys

Barry’s delivers:

• The world’s original high-intensity cardio + strength workout
• A tight-knit global “Fit Fam” community
• A full lifestyle experience — from in-studio buzz to Fuel Bars and retail

Together, they’re not just co-branding. They’re co-inspiring.

Editorial Extra: Quick-Use Guide – How to Join the MINI x Barry’s Experience

Want in on the action? Here’s how to ride and sweat with the best of both brands:

• Where: Barry’s studios in Wainscott & Southampton (Hamptons), Chicago, and Los Angeles
• What to look for: Special "Full Throttle with MINI" classes and MINI-branded perks
• When: The partnership runs June through September 2025, with more activations coming
• Perks: MINI swag, Fuel Bar shakes, and fitness events with MINI flair
• How to learn more: Visit www.barrys.com or www.miniusa.com

The Bottom Line

Whether you're chasing a new PR or just looking for a post-class protein shake in style, the MINI x Barry’s collab proves that movement — on the road or in the Red Room — is better together. It’s a reminder that the journey matters just as much as the destination.

SHERIDAN, WYOMING – Sep. 23, 2025 – BMW is signaling a bold next chapter in digital mobility and consumer tech experiences with the appointment of Stefan Gerhaeusser as the new Head of BMW Group Technology Office USA in Mountain View, California. The transition marks more than a leadership change—it highlights BMW's ongoing commitment to driving innovation through strategic partnerships and Silicon Valley insight.

Why this leadership shift matters to U.S. consumers

While executive announcements often stay behind the scenes, this one touches the very digital features drivers interact with daily—augmented reality interfaces, voice assistants, and future-forward EV technologies. Gerhaeusser, who officially steps into the role on August 1, brings a rich background in infotainment and human-machine interface design. That means your next BMW could speak smarter, see more, and feel more intuitive than ever.

He replaces Claus Dorrer, who heads back to Munich to oversee product development for the BMW Intelligent Personal Assistant and broader in-car digital experiences. Under Dorrer’s leadership, the U.S. Technology Office pushed boundaries in AR, e-mobility, and AI—a legacy Gerhaeusser is expected to build upon.

From South Carolina to Silicon Valley to the smart cars of tomorrow

Gerhaeusser first joined BMW in 2008 as an IT specialist in South Carolina. His journey from backend systems to consumer-facing tech is not just career evolution—it mirrors BMW’s own transformation from traditional automaker to connected mobility brand.

With global experience in infotainment software and display development, Gerhaeusser is well-positioned to lead U.S. innovation at a time when digital experience is just as critical as horsepower.

A tech hub with global impact—and local flavor

BMW Group Technology Office USA isn’t just a satellite—it’s a cornerstone of BMW’s international R&D network. Established in 1998 as BMW’s first tech office outside Munich, the Silicon Valley branch collaborates with local startups and global giants alike to envision what driving will look like tomorrow.

Beyond Mountain View, this innovation web spans Munich, Seoul, Tel Aviv, Tokyo, Singapore, and Shanghai—each scouting local ideas to enrich the global BMW experience.

What innovations come out of the Tech Office? Here’s a taste:

• AI-powered digital assistants that learn your routines
• Augmented reality overlays that enhance navigation
• Advances in EV battery tech and charging convenience
• Smart integrations for seamless digital lifestyles on the go

Under Dorrer, the office not only celebrated its 25th anniversary but also debuted the BMW Vision Neue Klasse concept in the U.S.—a bold electric vision of the brand’s future design language.

Editorial Extra: How BMW’s Tech Office Work Shows Up in Your Drive

If you’ve ever…

• Gotten parking assistance that actually works,
• Heard your BMW suggest a coffee stop,
• Or used gesture control to change your music…

…you’ve already felt the ripple effects of the Mountain View team. With Gerhaeusser’s background in software and displays, expect even more consumer-friendly innovation that feels natural, not forced.

A U.S. footprint that’s more than just Silicon Valley

BMW’s presence in the U.S. goes far beyond California. With nearly 30 sites across 12 states—including its massive Spartanburg, South Carolina plant (the world’s largest BMW production facility)—BMW supports over 120,000 American jobs and injects $43.3 billion annually into the economy. The Technology Office is part of a bigger ecosystem that includes:

• BMW i Ventures – A venture capital arm backing U.S. tech startups
• Designworks – A strategic design studio in Santa Monica
• MINI USA and Rolls-Royce NA – Enhancing BMW’s lifestyle and luxury reach

Looking ahead

As digital and mobility worlds continue to collide, Gerhaeusser’s leadership is expected to fuse technological depth with real-life usability. For consumers, that could mean smarter cars, better connectivity, and a more seamless journey—from garage to grid.

Learn more at www.bmwusa.com

SHERIDAN, WYOMING – Sep. 23, 2025 – BMW’s Spartanburg-built Sports Activity Vehicles are making waves on two fronts: they’re racking up awards for quality and consumer appeal, and they’re powering a bold shift toward electric mobility — all while fueling America’s economy.

From luxury lovers to weekend adventure seekers, BMW’s U.S.-built X models have become icons of premium SUV performance. Now, the latest results from J.D. Power’s Initial Quality and APEAL Studies confirm what drivers already know: the BMW X6, X7, and X4 deliver standout excellence straight from South Carolina.

Award-winning quality with a personal touch

Two models — the BMW X6 and X7 — topped their categories in the prestigious J.D. Power U.S. Initial Quality Study, which surveys real-world owners about their first 90 days with a new vehicle. Meanwhile, the X4 and X6 also triumphed in the J.D. Power APEAL Study, which measures emotional connection and satisfaction.

The X6 didn’t just win its class — it became the highest-ranked individual model in the entire APEAL Study, and the X4 clinched its third consecutive segment win.

BMW Manufacturing’s President and CEO, Dr. Robert Engelhorn, credits the achievement to teamwork: “Assembling premium quality BMWs for our customers is our highest priority, and these awards reflect the valuable contributions of our associates, suppliers, and contractors.”

More than just performance — it’s about progress

Beyond trophies and accolades, the Spartanburg plant is on the brink of something bigger. With a $1.7 billion investment underway, BMW is gearing up to produce its first fully electric Sports Activity Vehicle in the U.S. The company’s new high-voltage battery facility in nearby Woodruff is already operational, with prototype battery modules in production. Full assembly begins in 2026.

Here’s what’s coming:

• Three drivetrains under one roof: By late 2026, Plant Spartanburg will build fully electric, plug-in hybrid, and traditional combustion-powered models.
• Next-gen batteries made locally: Woodruff will supply sixth-generation battery modules directly to Spartanburg.
• Six electric BMW models made in the U.S. by 2030.

Why it matters: BMW’s approach isn’t just about electrification. It’s about flexibility — letting drivers choose the powertrain that fits their lifestyle while still enjoying the signature BMW driving experience.

BMW’s economic engine in South Carolina

For more than 30 years, BMW Manufacturing has been quietly powering South Carolina’s economy — and the numbers are staggering.

• 11,000+ jobs at Plant Spartanburg
• ~400,000 vehicles assembled annually
• 63% exported globally, making BMW the #1 U.S. auto exporter by value for over a decade
• $26.7 billion annual economic impact across South Carolina
• 3.5x job multiplier: For every 10 jobs at BMW, 25 more are created statewide

More than 500 South Carolina suppliers — 90% of them located in the Upstate — support the plant, reinforcing the community-based strength of the BMW supply chain.

As Dr. Engelhorn put it, “Since establishing our presence in South Carolina more than 30 years ago, BMW has generated thousands of sustainable jobs, invested in our workforce through training, and supported educational, cultural, and civic initiatives throughout the state.”

From luxury to legacy — BMW’s real-world impact

BMW’s Spartanburg operation is more than a manufacturing hub. It’s a blueprint for how premium mobility, sustainability, and economic development can go hand in hand.

For consumers, it means getting behind the wheel of award-winning, American-built BMWs with confidence — whether you’re drawn to the performance of the X6, the prestige of the X7, or the emerging excitement of an all-electric future.

Quick Comparison: BMW X Models Leading the Charge

• BMW X6
  • Segment winner: Initial Quality + APEAL
  • Highest-rated individual model in APEAL Study
  • Sleek coupe-SUV design with performance punch
• BMW X4
  • 3-year streak: Segment winner in APEAL
  • Compact premium SUV with urban appeal
• BMW X7
  • Top ranking in Large Premium SUV category (IQS)
  • Ultimate luxury family hauler, built for comfort and scale

Conclusion: Whether you're planning your next cross-country trip, craving luxury that’s rooted in performance, or excited about the next wave of EVs — BMW’s made-in-America SUVs deliver on every front.

Learn more at www.bmwusfactory.com

SHERIDAN, WYOMING – Sep. 23, 2025 – When the MINI Cooper hit American streets in 2002, it did more than just introduce a compact European car to a land of full-size SUVs—it sparked a cultural shift. Against all odds, the tiny British-born car became a beloved symbol of individuality, clever engineering, and community spirit, defying expectations in a country known for equating vehicle size with status.

Small Car, Big Personality

Before MINI’s U.S. debut, small cars were often seen as budget rides—bare essentials for those who couldn’t afford more. But BMW Group reimagined what a compact car could mean. They gave MINI a high-quality finish, fun-to-drive handling, and a personality that practically begged to be noticed. Bright colors, racing stripes, and cheeky marketing said loud and clear: this car might be small, but it’s not shy.

With a legacy dating back to the 1960s and rally wins to prove its sporting spirit, the MINI was no newcomer to charisma. But the U.S. relaunch wasn’t just nostalgic. BMW transformed the historic Morris Motors plant in Oxford, designed a fresh model from scratch, and packed it with modern performance tech, from Dynamic Stability Control to the Cooper S’s zippy 168 horsepower engine.

A Brand That Built a Movement

Launching a premium-priced hatchback in an SUV-dominated market? Risky. But BMW NA didn’t just launch a car—they launched a lifestyle. MINI’s U.S. team, led by bold thinkers like Rich Steinberg, Jack Pitney, and later Jim McDowell, combined lean marketing with maximum impact. Their print-focused campaign, with lines like “Let’s sip, not guzzle,” was witty, urban, and undeniably different.

Instead of selling horsepower, MINI sold personality:

• “Let’s Motor.™” became more than a tagline—it became a call to action.
• MINI showrooms stood alone, not tucked into BMW dealerships.
• Early adopters were treated like members of a movement, not just buyers.

Why MINI Still Matters Today

Even two decades later, MINI remains relevant. It’s not just because it’s fun to drive (though that hasn’t changed). It’s because MINI continues to stand for something bigger—freedom, creativity, and doing more with less.

From wrapping its convertible in Pantone’s Color of the Year to reviving the “MINI Takes the States” cross-country road trip, the brand stays fresh while nurturing its roots. “MINI is not just transportation but part of their lives,” said Patrick McKenna, echoing what many owners feel deeply.

Real-Life Joy in a Compact Frame

If you’ve ever driven a MINI, you know: every curve becomes a thrill. And unlike faceless vehicles on the road, MINI’s iconic design practically winks at you. It invites connection—between drivers, passengers, and communities.

And MINI’s benefits are as practical as they are emotional:

• Fuel savings without sacrificing fun
• Easy parking in tight city spots
• Highly customizable options that reflect your style
• A community-driven ownership experience
• Now available with electric powertrains for a greener ride

Mini vs. the Mainstream: A Quick Comparison

MINI Cooper

• Compact, agile, easy to personalize
• Fun-focused handling and city-friendly size
• A strong brand identity and loyal owner community

Mainstream Subcompact (e.g., Honda Fit, Toyota Yaris)

• Practical but less personality-driven
• Focused on function more than flair
• Typically lacks emotional or community-driven brand loyalty

From Niche to Icon

MINI’s U.S. journey began with a gamble and ended with a legacy. Sales soared, community events grew, and the car carved out its place in America’s automotive culture. MINI proved that people will pay a premium—for something that sparks joy, embraces individuality, and makes even a routine commute feel like a little adventure.

Want to see where the MINI magic continues? Learn more at www.miniusa.com

SHERIDAN, WYOMING – Sep. 23, 2025 – In the world of high-performance sedans, few cars have etched themselves into automotive history quite like the BMW E39 M5. Launched in the late ’90s, it didn’t just deliver jaw-dropping specs—it redefined what an executive sports sedan could be, blending daily comfort with race-bred excitement, all wrapped in understated elegance.

The V8 That Almost Wasn’t

Hard to imagine today, but back in the early ’90s, BMW wasn’t even sure if the M5 should continue—especially in the U.S. market. Previous M cars like the E34 M5 had been slow sellers, thanks to their complex engineering and high price. And when it came time to design the E39 M5, BMW’s M division had a tough choice: stick to tradition with a turbocharged inline six or break new ground with a V8.

After two years of heated internal debate, the V8 won. “We wanted to create a sports car for gentlemen, and the V8 was a natural choice,” said E39 M5 project leader Alex Hildebrandt. It was a decision that would not only transform the M5—it would ultimately define BMW M’s future.

Engineering Meets Emotion

Rather than develop a new engine from scratch, BMW’s engineers supercharged (figuratively) the M62 V8 into the mighty S62. Here’s what made it special:

• 5.0-liter displacement with individual throttle bodies for each cylinder
• 400 horsepower and 368 lb-ft of torque
• A redline boosted to 6,600 rpm—rare for a V8 at the time
• Precision oil system to withstand hard cornering
• Electronic servomotor for throttle control, cruise, and idle

It wasn’t just about raw numbers. The M5’s S62 engine was soulful—responsive, eager, and full of character. And when paired with the buttery Getrag six-speed manual, it offered something today’s paddle-shifted world rarely replicates: pure driving connection.

Luxury, But Make It Lethal

Inside, the E39 M5 felt more executive than edgy—until you put your foot down. The cabin came loaded with heated sport seats, Xenon headlights, and a sleek navigation system, all standard. The subtle aero tweaks, 18-inch M wheels, and discreet quad exhausts whispered performance rather than screamed it.

This was the magic of the E39 M5: its ability to blend seamlessly into a corporate parking lot one moment and dominate the Nürburgring the next.

Why It Mattered Then—and Still Does

At a time when rivals like the Mercedes E55 and Jaguar XJR were flirting with automatic-only power and soft-luxury comfort, BMW doubled down on driver engagement. As M Brand Manager Tom Salkowsky put it, “The pairing of a manual transmission and nearly 400 horsepower was pure magic.”

BMW even sweetened the deal by including a full-day driving course at its Performance Center in South Carolina with every purchase. For many buyers, this hands-on experience cemented their emotional connection to the car—and the brand.

Editorial Extra: Quick Comparison – Then vs. Now

E39 M5 (1999–2003):

• 400 hp / 368 lb-ft torque
• 6-speed manual only
• 0–60 mph in 4.8 seconds
• Subtle styling, analog feel
• $69,500 MSRP (then)

G60 M5 (Today):

• Over 700 hp (hybrid V8)
• Automatic only
• 0–60 mph under 3.5 seconds
• Aggressive styling, tech-heavy
• Over $120,000 MSRP

The E39 was the “driver’s choice”; the G60 is the “technology tour de force.” Both brilliant, but very different in philosophy.

The Legacy Lives On

By the time production ended in 2003, U.S. customers had scooped up nearly half of the 20,482 E39 M5s built—an incredible feat for what was once a risky project. It proved the American appetite for precision-tuned performance, wrapped in executive style, was stronger than ever.

Perhaps most significantly, the E39 M5 helped secure the future of BMW’s M division. Its V8 didn’t just power a sedan—it fueled a movement.

Learn more about BMW’s 50-year journey in North America at www.bmwusa.com.

SHERIDAN, WYOMING – Sep. 23, 2025 – Whether it's weaving through New York City’s bustling avenues or unwinding along the coastal serenity of Long Island, the MINI Countryman S ALL4 proves it’s more than just a mode of transportation — it’s a weekend mood on wheels.

With its spirited 4-cylinder petrol engine delivering 218 hp, the largest member of the MINI family blends power with playful agility. But what truly sets it apart isn’t just what’s under the hood — it’s how the Countryman turns any journey into a lifestyle experience.

From Skyscrapers to Surf Spots

The Countryman S ALL4 feels right at home in two seemingly opposite worlds: the pulse of Manhattan and the calm of the Hamptons. It’s a rare urban SUV that actually thrives beyond the city limits.

• City smart: Compact enough to handle tight turns and quick maneuvers in downtown traffic.
• Countryside cool: Its all-wheel drive system handles gravel paths and open roads with ease, offering confidence in every curve.

With this kind of range, it’s less “SUV” and more “anywhere-you-feel-like-going-mobile.”

Built for Spontaneity (and Luggage)

Whether it’s a last-minute road trip or a carefully planned coastal retreat, the MINI Countryman S ALL4 packs versatility where it counts.

• Storage space: From 450 to 1,450 liters — plenty for luggage, surfboard, or a very elaborate picnic.
• Smart interior layout: Designed to feel airy, uncluttered, and uniquely MINI — with style that’s playful but practical.

It’s that rare vehicle that doesn’t ask you to choose between adventure and aesthetics.

Why This MINI Might Be the One

There’s a reason the Countryman remains a fan favorite among MINI lovers. It’s got personality, performance, and plenty of practicality — all in a design that’s distinctively MINI.

• All-wheel drive: Ideal for unpredictable weather or weekend detours off the beaten path.
• Fuel-efficient fun: Despite its punchy power, the fuel consumption sits at a moderate 6.8–7.4 l/100 km (WLTP).
• Unmistakably MINI: The familiar rounded headlights, contrasting roof, and cheeky stance are as charming as ever.

How It Compares: MINI Countryman S ALL4 vs. Urban SUVs

Here’s how the Countryman stacks up against its urban-adventure rivals:

MINI Countryman S ALL4
• 218 hp
• All-wheel drive
• 450–1,450 L cargo space
• Stylish design with go-kart handling

Typical Urban SUV
• ~180 hp
• Front-wheel drive
• < 1,200 L max cargo space
• Functional but rarely fun

For those who want a car that can do more than just commute, the MINI wins on vibe, versatility, and driving pleasure.

Your Everyday Escape Vehicle

What makes the MINI Countryman S ALL4 stand out isn’t just its specs — it’s the way it encourages you to say “yes” to the unplanned. Need a break from the city? Toss in your gear, cue your weekend playlist, and point it towards the coast.

Because sometimes, the best plans are the ones you make once you’re already behind the wheel.

Learn more at www.bmwgroup.com

SHERIDAN, WYOMING – Sep. 23, 2025 – In a bold move toward making electric vehicles more powerful, affordable, and American-made, BMW i Ventures has co-led an $11 million investment in California startup Estes Energy. But this isn’t just about venture capital and chemistry—it’s about real-world progress that could soon benefit every EV driver from coast to coast.

While the tech talk might focus on high-voltage battery packs and modular platforms, the heart of the story lies in something more tangible: smarter, more adaptable batteries that can power everything from delivery trucks and boats to trains and potentially your future SUV.

Powerful Performance Without the Trade-Off

Estes Energy is turning heads for its innovative approach to battery design. Instead of sticking with a single battery formula, the company is developing a chemistry-agnostic platform—meaning it can work with various materials depending on the use case.

• For everyday use and affordability: Estes offers a version powered by LFP (lithium iron phosphate), known for its cost-effectiveness and safety.
• For heavier duty and performance-driven needs: There’s a nickel-powered version, ideal for vehicles that need to go the distance or haul big loads.

Both variants can be swapped seamlessly within the same system, giving automakers flexibility and helping consumers get vehicles tailored to their real-world needs.

Editorial Insight: How This Differs from Standard EV Tech

Most current EVs are locked into a single battery chemistry, which limits performance or affordability depending on the choice. Estes’ approach is like giving manufacturers a toolkit instead of a one-size-fits-all solution. It opens the door to EVs that are:

• Cheaper to produce
• More suited to specific lifestyles (city commuter vs. weekend adventurer)
• Easier to repair or upgrade over time

In short, this could mark a shift toward more personalized, accessible electric transportation.

People Over Process: Why BMW i Ventures Is All In

“What makes Estes different isn’t just the unique technology—it’s the people,” said Baris Guzel, Partner at BMW i Ventures. “This is a team that’s been in the trenches, building rugged, high-density battery systems with real-world safety and scale in mind. It’s that rare blend of deep engineering chops, operator mindset, and execution urgency. We couldn’t be more excited to partner with them.”

It’s a strong endorsement—and not just from BMW. Other players in the funding round include Fortescue Ventures, New Systems Ventures, and early backers DCVC, bringing Estes’ total funding to $20 million.

Why This Matters to You

If you’re shopping for a future-proof EV or wondering when better tech will finally hit the streets, here’s the good news:

• Estes plans to begin shipping its systems to early customers by Q4 2025.
• The company is already seeing traction across a wide range of industries—including marine, aviation, and rail—meaning lessons learned in those sectors may quickly trickle down to personal vehicles.

According to Estes CEO Dustin Grace, “We’re experiencing a broadening of demand across new electrification markets. From defense and aviation to marine, rail, and off-highway sectors, the need for the next generation of battery systems is accelerating. This funding propels us towards serving these markets at the level of performance, economics, and domestic resilience necessary for sustainable growth.”

Mini FAQ: What Does This Mean for EV Buyers?

Q: Will Estes batteries show up in BMW cars?
A: While there’s no official word yet, BMW’s investment signals interest in applying the tech in future vehicle lines.

Q: Does this make EVs cheaper?
A: Potentially. By simplifying battery integration and supporting U.S.-based manufacturing, costs could come down for both automakers and consumers.

Q: When can I benefit from this tech?
A: Estes is set to begin limited customer rollouts in late 2025—broader adoption may follow in 2026 and beyond.

Q: Is this only for commercial vehicles?
A: Initially, yes—but breakthroughs in fleet and heavy-duty markets often set the stage for innovation in passenger cars.

Final Charge: A Smarter Battery Future

This investment marks more than just a cash injection—it’s a glimpse into a future where EVs are more flexible, more affordable, and more resilient. For those dreaming of electric without compromise, Estes Energy might just be the spark that lights the way.

Learn more at www.estes.energy.

SHERIDAN, WYOMING – Sep. 23, 2025 – Before YouTube, before TikTok, and long before Instagram reels dominated brand storytelling, BMW North America pulled off something revolutionary: a cinematic marketing campaign that made people choose to watch car ads—and even rewatch them. The groundbreaking short film series The Hire didn’t just sell cars—it reinvented the rules of how cars could be sold.

A brand story told like a blockbuster

In the early 2000s, BMW was riding a sales high in the U.S. but found itself at a crossroads. With no new models to launch in 2001, the company needed something bold to keep the buzz alive. Enter The Hire, a collection of short films starring Clive Owen as a mysterious, professional driver navigating cinematic stunts in BMWs.

What set this apart wasn’t just the slick production—it was how the films turned the car into a character. Think The French Connection meets The Matrix, but your co-star is an E39 M5.

Behind the wheel of innovation

BMW didn’t play it safe. Instead of going the traditional TV ad route, it took a risk on the still-nascent internet, debuting the films on its website—years before YouTube existed. Fallon, BMW’s ad agency, even had to build a custom video player to make it all work.

It paid off. Despite the slow download speeds (AOL users waited overnight), interest exploded. The campaign drew millions of curious viewers, especially after the hilariously unfiltered Madonna episode, Star, directed by Guy Ritchie.

Why this campaign still matters

The Hire wasn't about engine specs or leather stitching. It was about vibe, attitude, and aspiration. And it worked:

• Sales surged past 213,000 in 2001—up 9% from the previous year.
• The campaign reached over 100 million viewers.
• BMW was enshrined in pop culture, and even earned a spot in the Museum of Modern Art.

Editorial Extra: What Made The Hire So Groundbreaking?

Here’s how BMW’s short films outran traditional car ads:

Traditional TV Ads:

• 30–60 seconds
• High cost per viewer (think Super Bowl)
• Passive watching, often skipped or ignored

BMW’s The Hire:

• 5–10 minute films
• Released online—free, on-demand, shareable
• Big-name directors like Ang Lee, Alejandro Iñárritu, and John Frankenheimer
• Emotional storytelling with the car as hero—not billboard

In McKenna’s words: “Jim said it was like a great Western movie where BMW was simply the horse.”

A new way to dream

The real genius? BMW wasn’t selling specs—it was planting dreams. “At least 75 percent of the people who came to the site were prospects,” said Jim McDowell, VP of Marketing at the time. “Our goal was to plant the seed of future BMW ownership… and we’ve been pleasantly surprised by the number of viewers who have immediately purchased vehicles after seeing the films.”

Still accelerating today

Even decades later, The Hire is referenced as a masterclass in content marketing. It proved that people don’t just tolerate good advertising—they’ll seek it out when it’s smart, entertaining, and emotionally charged. BMW set the bar, and few have managed to clear it since.

Want to experience the thrill that redefined digital marketing? Dive into the original films at bmwfilms.com.