BMW looks ahead to the Dubai International Motor Show

Published November 19th, 2009 - 01:38 GMT

The world’s leading premium automotive manufacturer is gearing up for the 2009 Dubai International Motor Show to be held in Dubai between 15th and 20th December with the arrival of a range of new models that highlight its commitment to sustainable mobility.


BMW together with local importer, AGMC, will be showcasing 12 new models including the new BMW Gran Turismo, X1,  X5M and X6M, X5 10th year anniversary edition, and the BMW 760Li Individual Edition.  The highlight of the latest models on show will be the BMW ActiveHybrid 7 and ActiveHybrid X6, which demonstrates BMW’s commitment to sustainable mobility.


For the BMW Group mobility and sustainability are inseparably linked.  BMW has already enjoyed significant success on the path to zero-emissions vehicles, with over 1.5 million vehicles already fitted with Efficient Dynamics technologies that reduce emissions and improve efficiency during phase one of the Efficient Dynamics strategy . 


BMW is activating phase two of the Efficient Dynamics strategy in the region with the launch of the BMW ActiveHybrid 7 and X6 models which integrate the latest electric and petrol engine technologies to further reduce fuel consumption and emissions.  A BMW ActiveHybrid expert from Munich will be present on the BMW stand during the Motor Show to inform attendees about the latest ActiveHybrid advances in the BMW’s EfficientDynamics strategy. 


BMW’s efforts continue to be recognised by the wider community, being ranked as the top automotive company in the respected Dow Jones Sustainability Index for the fifth year running.


The recently launched Joy marketing campaign will be central to the BMW communications at the Motor Show.  Through the theme of "Joy", BMW brand communication will also focus on two main points: BMW’s EfficientDynamics strategy and the aesthetic design of all BMW vehicles.  The interplay between the concept of “Joy” and these vital elements will support BMW brand communication as it seeks evolve from the existing awareness of, and connection to, ‘sheer driving pleasure’.


Looking ahead to this year’s show Phil Horton, Managing Director of BMW Group Middle East said: “Once every two years the Dubai International Motor Show offers a platform to showcase the latest and best that the automotive industry has to offer.  It is a great opportunity for us to showcase the latest models and advances BMW has made in design and sustainable mobility.”

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