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BMW At The Frankfurt IAA 2009

Jul 30, 2009
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On September 15, 2009, IAA Frankfurt Motor Show opens its gates and for the first time the BMW Group will have all three brands represented under one roof. The cars will be displayed in the new Hall 11, which was today officially opened by Frankfurt's Lord Mayor Petra Roth.

The highlight of BMW's 2009 Frankfurt show presentation is a simulated racing circuit, several hundred meters in length, that encloses the exhibition space. On it will be the BMW EfficientDynamics fleet and the world premieres that will be presented this year.

In 2003, 2005 and 2007, the BMW brand presented itself in a Cubist building, while Mini and Rolls-Royce were located in different halls. Presenting the three brands so close to each other this year will allow BMW Group to stage various corporate initiatives.

Between September 15-27, children between 3-13 can discover the fascination of sustainability and mobility at the Junior Campus. A workshop explains to children aged 7-13 through play how to handle resources in a responsible manner. A children's Road Safety School with a driving course located in the outdoor area of the Junior Campus will help children from 3-6 behave responsibly in road traffic.

Taking a stand in the socio-political debate on mobility and sustainability, BMW Group's future summit - the ZEIT Conference - provides a platform for a panel discussion with high-ranking representatives from the worlds of politics, business, architecture and environmental protection.

More than that, the basic concept behind the BMW brand's presence at the 2009 IAA focuses on driving pleasure. For the first time, IAA visitors can experience the cars' design and appeal in motion - thanks to the dynamic presentation of the vehicles on the circuit.

Thanks to EfficientDynamics, BMW Group has reduced its fleet's consumption in Europe by more than 25%, while improving driving pleasure. By the time the IAA opens, BMW will have delivered about 1.4 million vehicles equipped with the award-winning technology package. Besides the presentation of the EfficientDynamics fleet, the focus at the BMW stand will be on the world premieres of the hybrid vehicles BMW ActiveHybrid 7 and BMW ActiveHybrid X6, as well as on the world premieres of the BMW 5-Series Gran Turismo and the BMW X1. Visitors can expect further additional product surprises.

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On August 26, Mini will celebrate its 50th anniversary. Honoring this special occasion, the Mini motor show presence is all about 50 years of success. This agenda is also translated into the stand's architecture: Visitors are greeted by "What a Birthday. It's MINI", stretching across the entire space with a length of 35m.

The Mini world premieres include the birthday editions Mini 50 Camden and Mini 50 Mayfair as well as further surprise product innovations. Another focus at the Mini stand at the 2009 IAA is the MINIMALISM concept - a package of measures developed to optimize fuel consumption and to reduce emissions, which is presented in a futuristic area that offers great experiences.

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The highlight of the Rolls-Royce motor show presence is the world premiere of the Rolls-Royce Ghost. The stand itself has been designed as an open building with a daylight roof in which Rolls-Royce presents not only the Ghost, but also the Phantom product range with the Phantom Extended Wheelbase, the Drophead Coup and the Phantom Coup.



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