OWN THE MOMENT.

OWN THE MOMENT.

OWN THE MOMENT.

As BMW, we believe in one thing above all: in courage. A trait, that is deeply routed in our DNA, and shows in everything we do. Courage is independent and disruptive: It shatters and awakens. It is the audacity, to question everything – and never take “no“ for an answer. It’s the boldness, to always keep going and never stop reinventing ourselves. It is the reason the only direction we know is forward on our quest to reach new levels of excellence. And to drive the pioneers of our culture to challenge tomorrow. As a premium automotive partner, we create unique and inspiring moments along the way. Because that’s where a new kind of luxury is born.

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A NEW KIND OF LUXURY.

Find out, how we keep reinventing ourselves.

THE X7 CONCEPT IPERFORMANCE.

THE X7 CONCEPT IPERFORMANCE.

THE PURSUIT OF INSPIRATION.

THE PURSUIT OF INSPIRATION.

Progressive, creative, inspiring: these are the qualities that we – as the BMW brand – have been committed to for over a century. Independent and forward-thinking figures have motivated and inspired us – the creative elite, whose creations and ideas have brought us unique moments and unexpected perspectives. Pioneers of our time and voices of the future, who inspire progress in technology and design. Make the existing obsolete and turn their vision into the new reality.

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THE PIONEER AMONG DESIGNERS.

THE PIONEER AMONG DESIGNERS.

The renowned graphic designer and art director Stefan Sagmeister is considered a creative pioneer. Born in 1962 in Bregenz, Austria, today he lives in New York where he runs the creative agency “Sagmeister & Walsh”. Since 1993, they have produced masterpieces in all shapes and forms – from small illustrations to impressive exhibitions and global campaigns. His most well-known works include the visual identities and characteristic cover designs for musicians like the Rolling Stones, the Talking Heads, Lou Reed or The Guggenheim Museum – for which he won two Grammys, among other prizes.  

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THE ART OF OVERCOMING YOUR FEARS.

If you never know fear, you’ll never have a vision – and never find the courage to develop. It’s thanks to this attitude that the legendary designer Stefan Sagmeister is a leader in his profession with his hard-hitting and inspiring works. He always surprises with unexpected works of arts and, for example, brings handwriting to life, or transforms people into canvases. He always tries to forge his own way, to create and provoke unseen perspectives, instead of accepting the status quo. With his extroverted, innovative and enthusiastic pieces, he creates new worlds, opening the door to his unique and courageous imagination.

THE 8 CONCEPT.

THE 8 CONCEPT.

THE BMW CONCEPT M8 GRAN COUPÉ.

THE ICON OF TOP PERFORMANCE.

THE BMW CONCEPT M8 GRAN COUPÉ.

THE ICON OF TOP PERFORMANCE.

THE BMW CONCEPT M8 GRAN COUPÉ.