Luxury BMW models such as the 7 Series, forthcoming 8 Series and X7, i8 and i8 Roadster will wear a new black and white BMW roundel with the company name“Bayerische Motoren Werke” written in full to both recognise BMW's rich history as well as to create a distinct luxury product category.

The new presence for BMW's luxury models will be unveiled at the 2017 Frankfurt Motor Show this week. For BMW, its flagship models embody a new understanding of luxury,"one which brings together an emotionality defined by inspirational aesthetics and the joy of driving with the experience of freedom and self-determined individuality."

Apart from these luxury models wearing a bespoke badge that distinguishes them from the rest of the BMW range, BMW will also focus its attention on nurturing its relationships with customers and their experiences and emotions by offering a special mobility experience through new and unique services. For instance, when your BMW needs a service, BMW will pick up your car and return it to you wherever you are. More than this,BMW will also offer customers the choice to use its other luxury models when they need them. Can't fit all your camping gear into your 7 Series, no problem, use the X7! Thank you, BMW. Want to go for a sporty weekend drive? Sure, take this 8 Series for the weekend. You get the idea…

BMW i8 owners will also be treated to other experiences as part ofthe BMW i Pure Impulse Experience and these include exclusive sightseeing tours and gala dinners.

"For these people, life is all about making the best possible use of the time available to them. Their motto is ‘to own the moment’ – i.e. to max out every snap-shot of time with meaningful and beautiful things”says Hildegard Wortmann, Senior Vice President Brand BMW.

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