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BMW M2 Coupé premieres in Need for Speed this
Wed Oct 28 15:51:33 CET 2015 Press Release
BMW and Ghost Games™, an Electronic Arts Inc. studio, announced that gaming fans will be able to enjoy a virtual experience of the new BMW M2 Coupé ahead of the car’s market launch
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Juan Bernardo Vazquez Mellado
BMW Group
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BMW and Ghost Games™, an Electronic Arts Inc. studio, announced that
gaming fans will be able to enjoy a virtual experience of the new BMW M2 Coupé
ahead of the car’s market launch. The game is starting at 3 November 2015. With
over 20 years of history, Need for Speed™ is one of the most iconic names in
gaming, and in the latest instalment BMW M GmbH’s newest family member will be part of the gaming experience from the start.
Need for Speed is synonymous with fast-paced video-game action and accuratelydetailed cars. The exceptionally realistic virtual model of the BMW M2 Coupé will be available from the start and can be customized to suit personal preferences. The BMW M2 Coupé is also an integral part of the game plot outside of the different free race modes. The BMW M3 Evolution II (E30), the BMW M3 (E46), the BMW M3 (E92) and the new BMW M4 Coupé are additional options alongside the BMW M2 Coupé.
Both in the virtual and real world, the BMW M2 Coupé raises the bar for driving
dynamics and agility in the high-performance compact sports car segment. Its
newly-developed three-litre six-cylinder engine with state-of-the-art M TwinPower
Turbo technology delivers 272 kW/370 hp with 6,500 min-1 (combined fuel
consumption: 8.5 l/100 km; combined CO2 emissions: 199 g/km)1. The BMW M2
Coupé’s signature M design hints at its exceptional performance potential and
ensures that it is instantly recognisable as the newest member of the BMW M
family – with impressive features such as a low front apron with large air vents,
muscular flanks with characteristic M gill elements and broad rear end with hallmark M twin-tailpipe exhaust system. Full racetrack capabilities are assured by M Compound high-performance brakes and electronically-controlled Active M
Differential, as well as the Dynamic Stability Control system’s M Dynamic Mode
(MDM) for controlled drifts.
1 Fuel consumption figures calculated on the basis of the EU test cyle, depending on tyre format.
Integration of vehicles into video games is an integral part of the BMW Group’s
marketing strategy. In this way, classic and current BMW Group cars are not just
presented passively as an image or a trailer, but can also be experienced
interactively by a wide audience.
The cooperation with Need for Speed benefits both partners. The playability of the new BMW M2 Coupé before it hits real roads is an important aspect of the game’s marketing activities. From the BMW perspective, Need for Speed provides access to a diverse, emotionally-intense and enthusiastic audience, with the opportunity for fans of the brand to experience the new BMW M2 Coupé ahead of its market launch. The video game will also be used in online and social media communications and point-of-sale marketing.
“BMW M represents passion and fascination for high-performance sports cars.
Need for Speed is the ideal platform to introduce our exciting BMW M2 Coupé to
fans of the series and the BMW M brand, ahead of its market launch,” according to Dr. Steven Althaus, Director of BMW Brand Management and BMW Group
Marketing Services. “Our cooperation with Electronic Arts once again shows how
modern marketing always opens up new areas with benefits all round.”
“We’re delighted to be partnering with BMW, and especially to be premiering the
BMW M2 Coupé in Need for Speed,” said Edd Newby-Robson, Senior Marketing
Director, Ghost Games. “Close relationships with manufacturers has always been a key pillar for us to create the authentic experiences that our fans expect, and BMW have been incredibly supportive when it comes to helping us facilitate that.”