Press Release

BMW Announces Use of Fashion Industry as Launch Platformn for New Model

10/09/96

BMW Launches New, Six-Cylinder Z3 Through 'Fashionable' Partnerships
Vogue, VH1 and Nordstrom Play Key Roles in Debut of More Powerful
Version of BMW's Popular Roadster

WOODCLIFF LAKE, N.J., Oct. 7 -- Capitalizing on the
aggressive styling of a more powerful Z3 roadster, BMW today used the
California Designer of the Year and Rising Star Awards Program for the
North American debut of the soon-to-be-released roadster. The new BMW
roadster, which features a powerful 2.8-liter engine and more
pronounced, muscular styling cues, is the latest evolution of the Z3
that burst upon the U.S. automotive scene as James Bond 007's personal
transportation in the motion picture GoldenEye. The non-traditional
venue for the car's debut -- a close partnership with the fashion
industry -- is an important component of the roadster's overall launch
program.

"As evidenced by our GoldenEye tie-in, BMW understands the value of
good, strategic partnerships," stated James McDowell, vice president
of marketing for BMW of North America, Inc. "Our sponsorship of the
California Designer of the Year and Rising Star Awards Show highlights
the new Z3 roadster's position as a design and performance leader and
provides BMW with a strong position in the world of cutting-edge
fashion to showcase 'Roadster Style'."

The six-cylinder Z3 roadster goes on sale in the United States late
this year at a price of $35,900. The new roadster will capitalize on
the tremendous success of the four-cylinder version of the car, which
sold more than 35,000 units worldwide in its first full year of
production. Both the four- and six-cylinder cars are manufactured in
the United States at BMW's manufacturing facility in Greer, S.C. The
six-cylinder, 2.8-liter convertible stands out from its sister Z3 with
its wider, muscular rear end, the front spoiler with a larger air
scoop, standard leather interior and beautiful wood trim.

The exciting world of high fashion serves as the ideal launch platform
for the 1997 Z3. BMW has utilized a variety of media and promotional
executions to underscore the relationship between the Z3, the world's
most sophisticated clothes and the people who wear them. In addition
to the California Designer of the Year and Rising Star Awards, the
launch of the 1997 Z3 roadster will include the following:

-- BMW serves as the primary sponsor of the "Biggest Fashion Week in
California History," October 4-10 in Los Angeles.

-- A 24-page full-color "onsert," created by Vogue magazine, that
serves as an insider's guide to the VH1 Fashion Awards Program. The
Vogue onsert also includes a special six-page section devoted
exclusively to "Roadstar Style" using supermodels Tatjana Patitz and
Mark Vanderloo in a variety of fashions and settings with the new Z3
six-cylinder roadster.

-- The six-page "Roadster Style" section of the Vogue onsert will be
reproduced as a six-page advertising insert in several upscale Conde
Nast titles for November and December issues.

-- BMW will sponsor the 1996 VH1 Fashion Awards, which will be
presented at New York's Madison Square Garden Theater on October 24
and aired on October 25.

-- BMW and retailer Nordstrom, along with Conde Nast Publications,
will co-produce a series of fashion shows at select Nordstrom
locations around the country.

"The launch of the 1997 Z3 roadster is a multi-tiered program that
places the Z3 in the world of fashion in much the same way the
four-cylinder Z3 'starred' in GoldenEye," commented Mr. McDowell. "All
of our partners are well-respected experts in the fashion industry and
we feel fortunate to have such high-powered creative strength behind
this aggressively styled and performing new roadster."

BMW entered the North American market in 1975. Since then the company
has grown to include marketing, sales and financial services
organizations in the United States and Canada; a South Carolina
manufacturing operation; a design firm in California and various other
operations throughout the U.S. and Canada. BMW is represented in North
America through a network of more than 375 automobile and 190
motorcycle retailers in the United States and Canada. BMW (U.S.)
Holding Corp., the brand's North American headquarters, is located in
Woodcliff Lake, N.J.

Information about BMW products is available to consumers via the World
Wide Web on the BMW homepage.  The address is: http://www.bmwusa.com.