2023 is a particularly rich year for BMW, which celebrates numerous anniversaries: 100 years of BMW Motorrad, 50 years of BMW Italia and 20 years of the BMW Rome branch.
The celebrations for this last event were kicked off by the president and CEO of BMW Italia Massimiliano Di Silvestre in the store in via Barberini. “We don’t want to celebrate by looking to the past – he said – but by projecting ourselves into the future”.
On this occasion, Di Silvestre inaugurated the opening in Rome of the exhibition “The Italians’ touch. A story of passion”.
After the month in the Milan store, the exhibition – created by BMW Italia together with Andreas Braun, curator of the BMW Museum – the exhibition arrives in the capital to tell, thanks to the more than two thousand presences in the via Verni store, the Italian excellences that they made the double helix brand great. From Giugiaro’s BMW M1 who started the history of the M sports brand to the Touring version to Michelotti, who was the guiding designer of the BMW renaissance in the 1950s with the BMW 700 first and then the 1500, to Bertone’s BMW 3200 CS, up to the Art Car by Sandro Chia. But also the world touring car won by Roberto Ravaglia in 1987, the triumph in the 24 Hours of Le Mans in 1999 with Pierluigi Martini, the performances of the Brabham BMW in F1 driven by Riccardo Patrese and the victories of Alessandro Zanardi in the GT championships.
BMW Rome, recalled Di Silvestre, has been the leader in terms of volumes and market shares, qualitative parameters and innovative retail processes for the entire BMW Group for 20 years.
Three initiatives presented by Di Silvestre “to leave a mark on the occasion of the 50th anniversary of BMW Italy”.
The first concerns the world of music: telling how to see and interpret the company’s electromobility, in an emotional and passionate way, through music, creativity and art through the BMW IconicSounds Electric, the sounds of our electric cars created by BMW Group Creative Sound Director Renzo Vitale. Vitale, present at the inauguration, told how the “voice and soul” of electric cars are born: a real orchestra – students of the Orchestra of the Accademia Teatro alla Scala – at the service of the sound of the new mobility, with strings , trombones and percussion that alternate depending on the driving style or the moment.
The second is the charging services, with the start of a collaboration with a partner to offer more services to our customers and personalize a part of the charging infrastructure for BMW and MINI in terms of communication. , in line with the choice of zero-emission mobility.
Third and final point announced by Di Silvestre: a new story for the House of BMW in Milan. After the first phase in the Via Verri headquarters in Milan, now during the Milan Furniture Fair BMW will have a space in the fashion district with the aim of continuing the “human centric” strategy, in the relationship with people and the market.
Source: Ansa
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