BMW Launches Advertising Campaign For Its Certified Pre-Owned Program

BMW and Publicis New York Show They Are 'Unwilling To Compromise' With a Multi-Tiered Campaign

WOODCLIFF LAKE, N.J., June 27 -- BMW announced today a national broadcast, print, radio and Internet marketing campaign for its Certified Pre-Owned program that will launch June 27, 2005. The "Unwilling to Compromise" spots created by Publicis New York will underscore that people can have the BMW they've always wanted -- without compromise.

"The BMW CPO program is an excellent way for people who desire a premium vehicle to treat themselves with The Ultimate Driving Machine", said Sergio Carvajal, Pre-Owned Manager -- Marketing for BMW NA. "The campaign is designed to let consumers know the BMW Certified Pre-Owned program has excellent vehicles and a wide selection to satisfy the buyer who is not willing to compromise on anything, even if it is a minor detail. It also reinforces the BMW Certified Pre-Owned Protection Plan that covers our vehicles for up to 6 years or 100,000 miles, allowing our customers to enjoy their dream vehicle even more with the added assurance of the Certified Pre- Owned BMW warranty coverage and BMW Roadside Assistance."

Since it first started in 1996, the BMW Certified Pre-Owned program has successfully developed to be the number-one luxury certified program in the United States, with more than 70,000 sales in 2004. BMW expects this campaign to help it build an even stronger business in the future.

Each of the light-hearted, "Unwilling to Compromise" spots highlight everyday circumstances where people refuse to settle for second best, often going to great lengths to achieve what they want. The tagline, "Unwilling to Compromise? We Have a Car For You," appears alongside corresponding copy that features the Certified Pre-Owned Program's 6 year / 100,000 mile Protection Plan.

  The broadcast spots include:

   DMV Photo  A young man is seen waiting in line to get his picture taken
   for his license. The DMV photographer snaps his photo, and the man looks
   at the resulting picture disapprovingly.  He persuades the DMV employee
   to keep trying.  The man strikes pose after pose until finally a picture
   he approves of is taken.  He walks out of the DMV pleased with the
   license and gets into his Certified Pre-Owned 5 Series.  The tagline
   reads, "Unwilling to Compromise?  We Have a Car for You."  The copy for
   the coverage and financing appears on screen as the 5 Series drives
   through city streets.

   Pool  A young woman arrives at a large pool early and before anyone else.
   She proceeds to look for a poolside chair on which to lie.  She tests
   each one, assessing their comfort and location.  After many tries, she
   finds one she's happy with and takes a seat with a smile of satisfaction
   on her face.  The tagline reads "Unwilling to Compromise?  We Have a Car
   for You".  The spot ends with coverage and financing information for the
   Certified Pre-Owned program over shots of the X5 driving through suburban
   streets.

   Newspaper  A woman is seen walking toward a newspaper stand on a busy
   city street.  She stops to pick up a newspaper and looks through the
   stack of papers on display.  We see the woman rejecting several papers
   that are not to her liking due to their less than "perfect" condition.
   Another customer takes the paper off the top of the pile, not caring
   about its condition.  Finally, the woman spots a paper in the middle of
   the stack and removes it from the pile.  She smiles with satisfaction and
   purchases the paper.  She walks to her Certified Pre-Owned 3 Series sedan
   as the tagline reads, "Unwilling to Compromise?  We have a car for you."
   The coverage and finance information follow as the 3 Series drives though
   city streets.

The campaign will have national reach running regionally throughout the United States and comprises three TV spots, three radio spots, three print ads and three Internet banner advertisements. The print campaign will run in publications including USA Today, Wall Street Journal, Business Week, Money, European Car, Tip Top Management, Business 2.0 Time Global Business and Roundel.

BMW Group In America

BMW of North America, LLC has been present in the United States since 1975. ROLLS-ROYCE Motor Cars NA, LLC began distributing vehicles in 2003. The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand, the MINI brand, and the ROLLS-ROYCE brand of Motor Cars; DesignworksUSA, an industrial design firm in California; a technology office in Silicon Valley and various other operations throughout the country. BMW Manufacturing Co., LLC in South Carolina is part of BMW Group's global manufacturing network and is the exclusive manufacturing plant for all Z4 Roadster and X5 Sports Activity Vehicles. The BMW Group sales organization is represented in the U.S. through networks of 340 BMW passenger car centers, 327 BMW Sports Activity Vehicle centers, 148 BMW motorcycle retailers, 80 MINI passenger car dealers, and 25 ROLLS-ROYCE Motor Car dealers. BMW (US) Holding Corp., the BMW Group's sales headquarters for North, Central and South America, is located in Woodcliff Lake, New Jersey.