An icon is immortal.

BMW M Detroit Motorshow 2014

From the racetrack straight to the road

This year’s BMW booth for the Detroit Motorshow focuses on the new BMW M4 Coupe and the new BMW M3 Sedan. These two world premieres from the legendary BMW M brand represent all-new interpretations of the high-performance sports cars.

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The gripping fascination of motor sport is brought to life by the brand icon, which transforms to become a constitutive element of the stand architecture. Power, adrenalin, and emotion are pervasive. Based on the M stripes, three large LED surfaces create an exciting space of pulsating light. From afar, visitors are drawn to the intriguing center of the stand, and to the innovation room located behind it. This area displays high-tech carbon features, innovative engine technology and a backdrop of dynamic wall graphics. Picking up the distinctive M stripes again, the room is alive with a genuine racetrack feeling.

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Heritage meets innovation

There is even more to come from BMW M: the lounge this year is also fully dedicated to the iconic brand. However, in contrast to the BMW M area on the ground floor, the lounge is all about its glorious heritage. Visitors can enjoy a unique experience, making contact with the history of the four generations of the M3 Series, eye-catching exhibits such as an original race suit from the early days of the European Touring Car Championship. An open line of sight to the M room downstairs provides a visual link to the brand’s powerful presence.