Filed under: Marketing/Advertising
Sponsoring most events is pretty straightforward for any company: fork over the right sum of cash and you're the new official automaker/timekeeper/jelly donut of whatever the event is. But for BMW
, its status as Official Automotive Partner of the London 2012 Olympic and Paralympic Games is a bit more complicated.
to fork over a massive fleet with 4,000 vehicles to the organizing committee wasn't enough for the German automaker to secure its status. BMW also had to meet the committee's stringent emissions requirements: while the average emissions of vehicles in the UK comes in at 138 grams of CO2 per kilometer, the automaker supplying these Olympic games had to come in below 120 g/km - which BMW did at 116 g/km.
To get there, a portion of the cars BMW is supplying are electric vehicles: 160 units of the 1 Series ActiveE
and 40 of the Mini E
, with another 40 of the 5 Series Active Hybrid
. The rest of the fleet is comprised of the 320d EfficientDynamics
(1,550 vehicles), 520d Efficient Dynamics
(700), X3 xDrive 20d
(17), X5 xDrive 30d
(10) and Mini Countryman Cooper D
(200 vehicles), plus another 25 R1200 RT motorcycles and 400 BMW Streetcruiser bicycles.
Wondering what they'll be doing with all those cars? They'll be used for everything from shuttling around the athletes, officials, medics and journalists to hauling boats out of the water. Scroll down below
for the full details.Continue reading BMW unveils armada of vehicles for London Olympics
BMW unveils armada of vehicles for London Olympics
originally appeared on Autoblog
on Tue, 01 May 2012 08:00:00 EST. Please see our terms for use of feeds
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