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SHERIDAN, WYOMING – September 23, 2025 – Bike lovers, families, and ecomobility enthusiasts have something big to look forward to as Eurobike 2025 gears up to take over Frankfurt from June 25 to 29. With more than 1,500 exhibitors and an action-packed festival weekend, this global cycling event is bringing excitement, innovation, and community spirit to the forefront.

An unforgettable experience for all ages

Whether you're a seasoned athlete, an e-bike commuter, or a parent with young adventurers in tow, Eurobike 2025 is crafted with you in mind. The festival weekend (June 28–29) opens the gates to everyone, featuring:

• Over 1,800 test vehicles and 50,000 test rides
• Hands-on family experiences and kid-friendly cycling adventures
• Jaw-dropping stunts by Danny MacAskill and Duncan Shaw in the Drop & Roll Show
• Adrenaline-fueled races like the Bembelcrit and the Skyline Contest
• Relaxed, informative sessions at the Bike Travel Stage for touring fans

Try, ride, and buy – a Eurobike first

In a brand-new move, visitors can purchase bikes and accessories directly on-site during the festival weekend. This addition reflects the growing consumer demand for immediate access to products after testing them live.

And there’s more for the youngest riders too. With the debut of "Ecomobility for You", families can explore sustainable transport options with real-time demonstrations, Q&As, and outdoor test rides designed just for kids and parents.

Navigate like a pro with the Eurobike app

Want to make the most of your visit? The updated Eurobike app now features self-guided audio tours, making it easier than ever to discover the best parts of the show at your own pace. These curated experiences include interviews, product highlights, and thematic routes—ideal for anyone who prefers flexibility.

Friday’s special: Get in early for Bikes & Beats

Starting Friday at noon, the public is invited to an exclusive sneak peek of the action. That afternoon, the Cargo Euro Cup revs up in the Action Area with a dynamic race for the cargo bike community.

Visitors can also unwind at the Heroines Lounge, hosted by fahrstil magazine, celebrating inspiring women shaping cycling culture. And when the day winds down, stay for the grand finale of the Bike Film Tour, which includes 120 minutes of powerful short films and a party with a live DJ and the Urban Club Band.

Cycling energy that goes beyond the fairgrounds

Eurobike isn’t just a one-week event—it’s a movement. The "Road to EUROBIKE" began on May 1 with the iconic Eschborn-Frankfurt race and continues through Germany with events like “Rund um Köln” on May 18. These community events are building momentum and anticipation across the country.

Plan your visit today

Eurobike 2025 takes place at Messe Frankfurt from Wednesday, June 25 to Sunday, June 29. The first three days are reserved for trade visitors, with the public festival opening from noon on Friday and continuing through the weekend.

For more information and the full event schedule, visit www.eurobike.com or follow Eurobike on Instagram, Facebook, YouTube, and LinkedIn.

SHERIDAN, WYOMING – September 23, 2025 – Even after more than 200 years of evolution, the humble bicycle continues to inspire groundbreaking ideas and sustainable lifestyle changes—as proven by the winners of the 2025 Eurobike Award.

This year’s prestigious awards spotlight 37 innovative products across ten categories, ranging from sleek e-bikes and smart accessories to futuristic mobility solutions. The official award ceremony will be held on June 25 at 5:30 p.m. during the Eurobike show in Frankfurt (Hall 8, Level 0, Yellow Stage).

A celebration of innovation on two wheels

From classic pedal bikes to high-tech mobility concepts, the 2025 Eurobike Awards honor the products that push boundaries and meet the demands of modern urban lifestyles. Judged by an international panel of experts, the entries were evaluated live at the Frankfurt trade fair center over two intensive days.

Criteria included:

• Degree of innovation
• Functionality and usability
• Design and material quality
• Sustainability and workmanship

As journalist and judge Pinar Pinzuti from Bikenomist put it, “I was really impressed by the number of products that we evaluated over the two days. More than 200 years of innovation on bicycle – you might think that it’s perfect now. But no. There’s still space for innovative solutions to improve cycling.”

From startups to sustainability heroes

The excitement is especially high for the Startup, Green, and Gold Awards—each representing the cutting edge of where bikes and eco-mobility are heading. Kerstin Riedmüller, project manager at Eurobike organizer fairnamic, emphasized how the awards reflect today’s dynamic landscape: “From bikes, via e-bikes to the latest mobility concepts. From components, via accessories to digital solutions. The Eurobike Award demonstrates the most innovative products in all areas of mobility requirements.”

Design meets lifestyle

Not only are the award-winning products functional—they’re stylish too. The submissions show how cycling gear and equipment are becoming integral to modern lifestyle choices.

“You see a strong lifestyle influence. Most of the products are thoroughly designed. We’re talking engineering meets design here in a strong way,” said Christian Zanzotti of Zanzotti Industrial Design, another member of the expert panel.

Mobility expert Marianne Weinreich, co-founder of the Cycling Embassy of Denmark, added an important perspective: “One of the most beautiful things about bicycles is how easy and accessible they are – and that everyone can use them.”

What to expect at Eurobike 2025

Eurobike 2025 promises to be an exciting event for both trade professionals and the general public. Held at Messe Frankfurt from June 25–29:

• June 25–27: Trade-only days for industry insiders
• June 28–29: Public access for cycling enthusiasts and curious consumers

Visitors can explore cutting-edge innovations, attend the award ceremony, and get hands-on with the latest in urban mobility. For full event details and updates, visit www.eurobike.com or follow Eurobike on LinkedIn, Instagram, Facebook, and YouTube.

A global hub for future mobility

Organized by fairnamic GmbH—a joint venture between Frankfurt and Friedrichshafen trade show organizers—Eurobike is more than an event. It’s a global platform that unites visionaries from politics, business, and society to promote sustainable, innovative transport solutions.

From leisure and sports to health and eco-conscious commuting, the bicycle remains a symbol of freedom and innovation. And thanks to events like the Eurobike Award, that legacy is rolling confidently into the future.

Learn more at www.eurobike.com

SHERIDAN, WYOMING – September 23, 2025 – Chevrolet is taking its electric truck lineup off-road in a bold new direction with the debut of the 2026 Silverado EV Trail Boss, arriving this summer. Building on the legacy of the popular Trail Boss trim, this EV edition offers serious adventure capabilities while keeping the benefits of a fully electric platform.

A New Chapter for Trail Boss Fans

For off-road enthusiasts who’ve long trusted the Trail Boss name, the electrified version promises even more to love. It boasts a 2-inch lift and delivers 24% more ground clearance than the base Silverado EV. Specialized coil suspension with hydraulic rebound control helps smooth the ride, even on the roughest trails.

Joe Roy, chief engineer for Silverado EV, emphasized the balance of strength and innovation: “The Silverado EV Trail Boss delivers similar capability expected with other Chevy Trail Bosses. It’s an impressive truck that will meet the needs of our customers looking to get off trail and still have all the features customers have come to love about Silverado EV, including range and off-road power.”

Control Meets Capability

The Trail Boss packs in clever driving technology with the new Terrain mode, offering sharper 4-Wheel Steer for easier handling over uneven terrain. Sidewinder mode — originally introduced on RST trims — adds diagonal low-speed movement to help navigate obstacles or tight parking spaces.

Power-wise, the Trail Boss doesn't hold back. When paired with the Max Range battery pack, it delivers:

• Up to 725 horsepower
• 775 lb-ft of torque
• Max towing capacity of 12,500 lbs
• 2,100 lbs of payload capacity

Built to Turn Heads On and Off the Road

True to its rugged image, the Trail Boss brings bold styling upgrades that match its off-road attitude:

• High-angle approach front fascia
• Red front tow hooks
• 35-inch all-terrain tires on unique 18-inch wheels
• Exclusive badging and interior accents

Customization is made easier with accessible auxiliary switches for extra lights or gear, while new exterior color options like White Sands, Polar White Tricoat, and Magnus Gray Matte Metallic give owners more ways to make it theirs.

Enhanced Driving Experience with Super Cruise

The Silverado EV Trail Boss also integrates updated Super Cruise technology. Now with Google Maps compatibility, the system guides drivers to the correct lanes on Super Cruise-enabled roads. Hands-on functionality keeps the truck centered in its lane and adapts speed to traffic until hands-free driving is automatically activated.

Super Cruise with towing capability is also available on Trail Boss, making it an excellent choice for those who want both muscle and modern tech.

Options for Every Driver

The 2026 Silverado EV lineup now includes three trims: Work Truck (WT), LT, and the new Trail Boss. Starting at $54,895, each model offers different battery pack configurations — standard, extended, and max — with ranges of up to 493 miles on a full charge.

Chevrolet’s signature WOW (Wide Open Watts) mode, off-board power availability, and the innovative Multi-Flex Midgate are included on select trims, ensuring a flexible and powerful EV experience.

More Than a Truck — A Statement

Scott Bell, vice president of Chevrolet, summed up the strategic move: “Trail Boss has been one of the highest turning trims in our portfolio since we first launched it on the 2019 Silverado. Adding Trail Boss to Silverado EV gives customers an option that builds on our strong truck pedigree, high electric range and off-road capability.”

The Silverado EV Trail Boss is assembled at GM's Factory ZERO in Detroit, reinforcing Chevrolet's commitment to an all-electric future.

Learn more at GM.com.

SHERIDAN, WYOMING – September 23, 2025 – General Motors is revving up its commitment to American manufacturing with a major $888 million investment in its Tonawanda Propulsion plant in Buffalo, New York, ushering in a new era of more powerful and fuel-efficient engines for its full-size trucks and SUVs.

This milestone marks the largest investment GM has ever made in an engine plant and reflects the company's long-term vision to improve performance while reducing emissions—something consumers will feel both on the road and at the pump.

A new generation of engines, a new level of performance

At the heart of this investment is GM’s upcoming sixth-generation V-8 engine, designed to deliver superior performance without compromising fuel economy. By introducing advanced combustion and thermal management innovations, these engines aim to provide:

• Increased horsepower and torque for everyday driving and towing
• Improved fuel efficiency, helping drivers save on gas
• Lower emissions for a cleaner ride

This move follows a $500 million investment in GM’s Flint Engine plant in 2023 and solidifies Tonawanda’s role as a key player in the company’s powertrain future.

Commitment to American jobs and communities

GM’s leadership made it clear that this investment is about more than just engines—it's about people and progress.

“Our significant investments in GM’s Tonawanda Propulsion plant show our commitment to strengthening American manufacturing and supporting jobs in the U.S.,” said Mary Barra, Chair and CEO. “GM's Buffalo plant has been in operation for 87 years and is continuing to innovate the engines we build there to make them more fuel efficient and higher performing, which will help us deliver world-class trucks and SUVs to our customers for years to come.”

In addition to new tools, equipment, and machinery, the investment will include facility upgrades that modernize the plant’s capabilities, setting the stage for long-term production success.

Local pride and a focus on the future

The team at Tonawanda is energized by the new chapter ahead. With production of the fifth-generation V-8 engines continuing as preparations begin for the new version, the plant is set to remain a cornerstone of GM’s propulsion strategy for years to come.

“This investment marks an exciting new chapter for our plant,” said Tara Wasik, plant director at Tonawanda. “For generations, our team has demonstrated its commitment to manufacturing excellence. We are grateful for the opportunity to continue supporting the Western New York community and steadfast in our mission to deliver world-class propulsion systems to our customers.”

The sixth-generation engines are scheduled to begin production in 2027, ensuring that GM’s popular truck and SUV models remain at the forefront of innovation and performance.

Bringing consumers the best of both worlds

As GM continues to invest in both gas-powered and electric vehicle technologies, drivers will have more options that fit their lifestyles—whether they’re loyal to traditional trucks or looking ahead to electric alternatives. GM’s brands, including Buick, Cadillac, Chevrolet, and GMC, remain focused on delivering quality, performance, and sustainability.

Learn more at GM.com.

SHERIDAN, WYOMING – September 23, 2025 – General Motors is ushering in a new era of advanced automotive manufacturing with the appointment of Mike Trevorrow as senior vice president of global manufacturing, effective immediately.

With over four decades of expertise in manufacturing and engineering, Trevorrow is taking the reins of a vast global operation, leading more than 95,000 team members across 110 facilities in 11 countries. This appointment reflects GM’s commitment to aligning its manufacturing strategy with cutting-edge innovation and customer-centric product development.

A Leader Shaping the Future of Manufacturing

Trevorrow’s promotion marks a strategic step forward for GM as it continues to evolve into a leader in software-defined vehicles and next-generation technologies.

“Mike’s extensive experience in manufacturing operations and engineering, along with his steady leadership, make him the right choice to lead our global manufacturing organization into the future,” said GM President Mark Reuss. “His promotion means we will maintain a strong link between manufacturing engineering and product execution, encourage more collaboration among our teams, and increase the pace of advanced technology and innovation.”

In his expanded role, Trevorrow will lead both global manufacturing and manufacturing engineering, while retaining his responsibilities from his prior role as VP of global manufacturing engineering. His leadership will strengthen the alignment between production and product development, a move that promises to enhance the entire customer experience.

Deep Experience and a Global Vision

Trevorrow’s career at GM has been defined by progressive leadership roles across continents and disciplines. He began his journey in North American manufacturing, advancing through various executive positions, including a tenure in Japan that added global perspective to his work.

Key milestones in his GM career include:

• Executive Director of Global Body, Manufacturing Engineering (2013)
• Plant Executive Director of the Lansing Region
• Vice President of Global Workplace Safety
• Vice President of North American Manufacturing (2023)
• VP of Global Manufacturing Engineering (2024)

Now, as senior VP, Trevorrow is poised to help GM bring to life its next generation of vehicles more efficiently and sustainably than ever before.

Driving Toward an All-Electric Future

Trevorrow’s promotion also supports GM’s broader strategy of integrating advanced manufacturing technologies that accelerate its shift toward an all-electric lineup. The company is already known for its innovative approach and wide-ranging EV portfolio, and this leadership move reinforces that momentum.

Consumers stand to benefit from:

• Faster introduction of high-tech vehicle features
• Improved build quality through better engineering integration
• Enhanced safety and sustainability from more efficient manufacturing

Available and Moving Forward

Trevorrow is already serving in his new role, reporting directly to GM President Mark Reuss. His leadership is set to influence GM’s manufacturing strategy immediately across its global footprint.

General Motors continues to lead in both conventional and electric mobility, offering vehicles under the Buick, Cadillac, Chevrolet, and GMC brands. From fuel-efficient gasoline-powered cars to industry-leading EVs, GM is committed to building smarter, safer, and greener transportation.

Learn more at GM.com.

SHERIDAN, WYOMING – September 23, 2025 – In the late '90s, something extraordinary happened in the motorcycle world: BMW broke away from tradition and stepped boldly into the cruiser market, introducing a bike that was unmistakably Bavarian yet designed with American roads in mind—the R 1200 C.

This bold step into cruiser territory came at a time when V-twin motorcycles dominated U.S. highways, led by Harley-Davidson and echoed by Japanese and Italian rivals. But BMW had other ideas.

Designing a Cruiser, the BMW Way

While other brands mimicked Harley’s iconic look, BMW chose to carve its own path. The R 1200 C featured the brand’s signature boxer engine rather than the typical V-twin, wrapped in an innovative design led by American-born David Robb.

As Robb explained, “The talent was there. In the past, that talent wasn’t always given the opportunity to push the boundaries.” The cruiser gave BMW’s design team that very opportunity. Developed in California, refined in Germany, and styled in Italy, the R 1200 C was a truly international project.

Its exposed mechanical structure was more than functional—it was sculptural. A cast aluminum front section and striking Telelever suspension became part of the bike’s visual appeal. Robb noted, “We said, ‘Let’s not hide the function of the Telelever,’ and it became a work of art.”

Retro Appeal Meets Modern Engineering

To stand out, BMW blended retro styling with modern features:

• Polished valve covers and stubby chrome exhaust pipes
• Spoked wheels and deeply valanced rear fender
• Solo saddle with passenger pad and swept-back handlebars

The R 1200 C’s 1,170cc A63 engine delivered 61 horsepower and 72 lb-ft of torque—tuned for relaxed cruising. While some traditionalists questioned whether it was a "real" BMW, the ride experience won over riders and dealers alike.

Phil Capossela, Vice-President of BMW of North America’s motorcycle division, recalled, “We’d never had such a thing, so there were questions whether this was really a BMW. But once people started riding it, they did embrace it, and so did the dealers, who were getting a totally new product in a totally new segment.”

From the Road to the Big Screen

The R 1200 C’s fame skyrocketed when it appeared in the James Bond film Tomorrow Never Dies (1997). Robb shared, “I presented this still-new bike, the R 1200 C, which wouldn’t be released until the fall of ’97… A week before Christmas, our marketing department got a call from Hollywood… They had rewritten the script around the bike.”

The result? An unforgettable chase scene featuring Pierce Brosnan and Michelle Yeoh—and a massive promotional boost.

A Legacy That Inspired the Future

Although the R 1200 C ended production in 2004 with over 40,000 units sold—mostly in North America—its spirit lived on. Capossela reflected, “I think the Harley people were laughing at first, but then they weren’t. They realized it was a pretty damn good motorcycle.”

In 2020, BMW honored that legacy with the launch of the R 18. Featuring a massive 1,802cc boxer engine and vintage styling inspired by the 1936 R 5, the R 18 captured hearts even during the challenges of the Covid pandemic. That year, BMW Motorrad delivered 169,272 motorcycles globally—and the momentum continued, with 209,257 motorcycles sold in 2024.

A Cruiser That Changed Everything

The R 1200 C wasn’t just a motorcycle. It was a statement. It opened the door for future innovations and proved that BMW could master the cruiser category without compromising its heritage. For riders and collectors alike, its story is a thrilling chapter in BMW’s 50-year North American journey.

Learn more at www.bmw-motorrad.com

SHERIDAN, WYOMING – September 23, 2025 – MINI USA has revealed its 2026 vehicle lineup, and fans of the iconic brand are in for a treat. From fresh styling upgrades to smarter digital tech and more ways to personalize, the new offerings continue MINI’s tradition of driving fun, design flair, and driver-focused innovation.

Style Meets Performance: JCW Package Now Available Across More Models

MINI is expanding the reach of its performance-inspired John Cooper Works (JCW) Style package. For the first time, all Cooper S and Countryman S models can sport this $1,200–$1,400 upgrade, adding dynamic flair with:

• A JCW Aero Body Kit
• Exclusive wheels
• Dynamic Damper Control
• Paddle shifters and enhanced brakes when paired with the Iconic Trim

This move lets more MINI enthusiasts enjoy the signature JCW look and feel—without having to jump to the full JCW model.

More Freedom to Personalize with Sport Stripes

Customization takes center stage with expanded Sport Stripe options. For 2026, customers can pair Black Sport Stripes with a variety of roof and mirror cap colors, depending on trim level:

• JCW Style with Iconic Trim: Jet Black or body-colored accents
• Classic or Favoured Style with Signature Plus or Iconic Trim: Jet Black, Glazed White, Multitone Blue, or body color

Sport Stripes remain an optional add-on at $250—perfect for drivers who want that extra splash of individuality without any compromises.

Bold New Wheels at No Extra Cost

MINI Countryman S ALL4 gets a sporty style boost with a new 18” Asteroid Spoke wheel in black—and best of all, it comes standard with Signature Plus or Iconic Trim at no additional charge. Paired with all-season tires, these wheels complement the Countryman’s adventurous spirit while offering practical performance year-round.

Smarter Access with MINI Digital Key Plus

Kicking off with production starting July 1, 2025, MINI introduces a new digital key system on most 2026 models (excluding Convertibles). The MINI Digital Key Plus lets owners unlock and start their vehicle via smartphone, combining:

• One physical key fob
• A setup card
• A service card

Convertibles retain both physical fobs but now include the new cards, offering a hybrid key experience. This shift is part of MINI’s push toward intuitive tech that fits seamlessly into modern lifestyles.

Other Noteworthy Add-ons and Pricing Highlights

MINI fans will appreciate a range of optional upgrades that enhance comfort, safety, and style:

• 1” Wheel Upgrade: $750
• 2” Wheel Upgrade: $1,250
• Power Front Seats with lumbar support and massaging function: $1,250
• Active Driving Assistant (Signature Trim): $500
• Multitone Blue Roof: $600
• Favoured Style Package (Countryman S ALL4 only): $900
  • Includes a space-saver spare and trailer hitch

2026 Base Model Pricing Snapshot

Here’s a quick look at base prices across popular models in the U.S.:

• MINI Cooper Hardtop 2 Door: from $29,500
• MINI Cooper S Convertible: from $37,900
• MINI JCW Hardtop 2 Door: from $38,900
• MINI Countryman S ALL4: from $38,900
• MINI JCW Countryman ALL4: from $46,900

Note: Prices exclude destination and handling fees.

A Brand That Keeps Evolving

Since its U.S. debut in 2002, MINI has continued to reinvent what a small car can be—fun, fashionable, and now more digitally connected than ever. The 2026 lineup reflects that spirit with upgrades that delight both the eyes and the driver’s seat.

Learn more about the new models and customization options at www.miniusanews.com.

SHERIDAN, WYOMING – September 23, 2025 – BMW Group Financial Services North America has announced a major leadership transition with Ole Jensen taking over as President and CEO, effective August 1, 2025. The move signals continued strategic growth across the U.S., Canada, Mexico, and Brazil, bringing a fresh wave of international experience and insight to BMW's financial operations in the Americas.

Jensen, who has served as Chief Financial Officer since 2021, brings two decades of leadership within the BMW Group. His appointment promises to further align the company’s financial services with evolving consumer needs and market dynamics.

A New Vision for North American Operations

In his new role, Ole Jensen will not only oversee BMW Financial Services in the U.S. but also guide the company’s strategy and operations across the wider Region Americas, including Canada, Mexico, and Brazil. This marks a significant step in bolstering BMW’s financial backbone for its North American customer base.

“Ole has been an integral part of the BMW Group Financial Services leadership team for two decades,” said Gerald Holzmann, Global Head of BMW Group Financial Services. “His strong global perspective—paired with the local insight and relationships he’s built with the Americas team these past four years—will serve him well as the new President & CEO of BMW Group Financial Services in North America. We wish him all the best in his new role.”

A Proven Leader With Global Reach

Jensen began his BMW career in Munich back in 2005, working in Risk Management. His extensive international experience includes CFO roles in South Korea and Italy, showcasing his ability to navigate complex markets while remaining consumer-focused. His deep understanding of global financial trends and local market demands positions him to drive innovation and customer-centric financial solutions.

Birgit Boehm Takes On New Role in China

The current President & CEO, Birgit Boehm, will transition to an influential new role as President & CEO of BMW Brilliance Automotive (BBA) in China. With its expansive operations—including R&D, production, and sales—BBA is a vital part of BMW’s global footprint.

Boehm, who joined BMW Group in 2018 as Senior Vice President, Finance and Group Treasurer in Munich, brought dynamic leadership to the U.S. since 2022. Her move underscores BMW’s continued investment in key global markets.

Tobias Essig Named New CFO

Filling Jensen’s former role as CFO of BMW Financial Services U.S. is Tobias Essig. Essig has been with the BMW Group since 1997, most recently serving as General Manager of Finance and Administration for BMW Group Spain and Portugal. He brings extensive experience from previous CFO roles in the UK, Thailand, and South Africa.

Serving Customers with Tailored Financial Solutions

Founded in 1992, BMW Financial Services has evolved into a robust provider of leasing, retail, and commercial financing solutions. With over $40 billion in serviced assets and more than 1.1 million automotive lending customers in the U.S., the company supports more than half of all BMW vehicles sold or leased in North America.

BMW Financial Services operates with a strong U.S. base in Columbus, Ohio, and has more than 900 employees across its network. Customers benefit from:

• Flexible financing and leasing options for BMW and MINI
• Support for dealership growth and operations
• A seamless, personalized financing experience

Looking Ahead

This leadership transition reflects BMW’s commitment to excellence, innovation, and customer satisfaction in the financial services space. With seasoned executives stepping into key roles, the future looks bright for customers seeking trusted, flexible automotive financing solutions.

Learn more at www.bmwgroupna.com

SHERIDAN, WYOMING – September 23, 2025 – Long before the SUV craze took over American driveways, BMW saw an opportunity not to follow but to lead—and in doing so, it changed the automotive landscape forever with the debut of the X5, its first-ever Sports Activity Vehicle (SAV).

A Bold Vision in a Shifting Market

In the 1990s, American consumers were flocking to vehicles like the Ford Explorer and Jeep Grand Cherokee. BMW, with its portfolio of sleek sedans and wagons, was left watching from the sidelines. But not for long. Executives at BMW of North America, including President Vic Doolan and Head of Product Planning Rich Brekus, knew that something had to change.

“When I was being interviewed for the job,” Brekus recalled, “Vic asked me one critical question, and I still don’t know if it was a serious question or if he was testing me. He said, ‘Munich is thinking about doing a minivan. Do you think we should do a minivan?’ I said, ‘You’d be out of your mind to do a minivan, but you need to do an SUV. Not an off-road SUV, but an on-road SUV. That’s where the market’s going.’”

Engineering the Ultimate Driving Experience—in an SUV

Rather than simply copy the rugged off-road formula, BMW’s engineers, led by Dr. Burkhard Göschel, aimed to deliver something entirely different—an SUV that felt like a BMW. Göschel incorporated the driving dynamics of the 5 and 7 Series, borrowing suspension technologies and even utilizing Hill Descent Control from Land Rover to eliminate heavy mechanical components.

“In his own discussions with BMW management,” the report noted, “Brekus had insisted on specific attributes for such a vehicle. ‘I told them I didn’t want a truck. I wanted the form factor of an SUV, but I wanted it to drive like a car,’ Brekus said.”

Design That Spoke BMW—Inside and Out

The X5 wasn’t just about performance; it had to look the part. Chris Chapman at Designworks/USA and Frank Stephenson shaped the vehicle’s striking exterior, bringing together sleek lines and unmistakable BMW DNA. Even the C-pillar design became iconic.

“We fought hard to expand the rear luggage space, which was far too small in the first iteration,” said Doolan. “The X5 wasn’t designed to cart stuff, but to enable our owners to enjoy their activities. Therefore I thought it logical to call it a Sport Activity Vehicle rather than a Sport Utility Vehicle.”

The Launch That Made History

BMW’s bold move was unveiled to the world on January 9, 1999, at the Detroit Motor Show. The X5 stunned with its performance, especially in real-world tests.

“It had been an off-road site for testing Land Rovers, and the Germans were concerned that the X5 wasn’t strong enough to handle it,” said BMW’s Kenn Sparks. “Well, it handled it phenomenally!... Then, while the journalists were having lunch, the vehicles were washed, and we drove the very same vehicles to Road Atlanta. After doing this pretty serious off-roading, the next thing you know you’re racing through the chicane at Road Atlanta. That blew everyone away.”

Affordable Luxury That Opened Doors

At launch, the X5 was offered with a 286-horsepower V8 engine, but also with a more affordable 3.0-liter inline-six option, priced at $38,900. That strategic pricing broadened the model’s appeal and ensured strong sales.

“The initial pricing was critical in ensuring the success of the X5,” said Doolan. “Our proposal was $38,900 for the six-cylinder. The finance people wanted the price to be significantly higher, but thanks to a powerful argument delivered in English by Dr. Reitzle, we prevailed.”

Legacy of a Trailblazer

The X5 became a resounding success, with over 616,000 units of the first-generation model produced in Spartanburg, South Carolina. It set the stage for a full lineup of BMW SAVs and solidified the brand’s place in the American garage.

“The X5 transformed BMW,” said Doolan. “It facilitated the growth of Spartanburg into the largest plant in the BMW world, spawned a complete range of SAVs enabling tremendous growth of the BMW range globally, and enabled the sale of Land Rover to Ford, generating much-needed cash and getting rid of the albatross that was Rover.”

More than two decades later, the X5 continues to lead the charge, proving that performance, style, and versatility can live together—beautifully.

Learn more at www.bmwusa.com