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PressClub Middle East · Article.

Joy is BMW.

Munich. "Joy" is the core of the BMW brand - and "JOY" is also the core of the new global brand communication.

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Osama El-Sherif
BMW Group

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Munich. "Joy" is the core of the BMW brand - and
"JOY" is also the core of the new global brand communication.
JOY in all its expressions is being moved even more consistently to the
forefront of the worldwide marketing communication: joy in the design,
the joy of life, joy in progress, in beauty, in feelings, and of course
the joy of driving, the "sheer driving pleasure" - with more
vitality and less consumption. Through the theme of "joy",
the new brand communication focuses on two main points: the efficient
dynamics and the aesthetic design of BMW brand vehicles. JOY IS AND.
NOT OR. BMW takes its sheer driving pleasure from the unique,
uncompromising combination of efficiency and dynamics, thanks to
"BMW EfficientDynamics". Efficient Dynamics stands for
equipping the vehicles with innovative, fuel-saving technologies -
while enhancing the driving pleasure. In the campaign, the sportiness
and dynamism of BMW vehicles is combined with their superb efficiency.
Efficiency and dynamics are not mutually exclusive at BMW; this
conflict of goals is solved uncompromisingly. JOY IS ENDLESSLY
BEAUTIFUL. Worldwide, the most important driver of brand strength and
buying decision is design. Design is therefore being moved even more
clearly to the forefront of the BMW communication worldwide. JOY IS
BMW. The BMW brand offers not only the "sheer driving
pleasure"- it also guarantees joy above and beyond driving. The
brand core of "joy" is integrated into all communication
activities and forms the emotional foundation for the realisation and
tone of the entire BMW communication campaign. "JOY IS BMW":
the emotion is placed in the spotlight. Examples of claims in the
worldwide campaign are: "JOY IS YOUTHFUL", "JOY DOES NOT
EFFICIENT DYNAMICS", "JOY IS BMW". More effective and
more efficient By focussing its brand communication, BMW is taking
account of the media explosion, the change in media behaviour and the
increasing heterogeneity of the worlds inhabited by BMW target groups.
The communication, which is globally standardised and which focuses on
the central points of EfficientDynamics and design, strengthens the
brand's long-standing successful positioning and increases the
sustainability of the core messages. The brand communication is
furthermore being coordinated and controlled in the so called
"International Powerhouse", the international BMW advertising
board consisting of the marketing managers from the six largest sales
markets and the corresponding regional representatives. The
communication tools are being produced centrally to an even greater
extent and made available to the individual markets for local
adaptation. The new campaign is starting in Germany with a 60-second
TV spot which will also be shown subsequently in shorter adaptations,
and with print adverts and online communication measures in a broadly
based range of media. Agency The agency GSD&M Idea City, Texas,
is responsible for creating and realising the "JOY" brand
campaign. You will find pictures and the TV Spot in the BMW PressClub
(, under (from June 19, 2009)
and under

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CO2 emission information.

Fuel consumption, CO2 emission figures and power consumption were measured using the methods required according to Regulation VO (EC) 2007/715 as amended. They refer to vehicles on the automotive market in Germany. For ranges, the NEDC figures take into account differences in the selected wheel and tyre size, while the WLTP figures take into account the effects of any optional equipment.

All figures are already calculated on the basis of the new WLTP test cycle. NEDC values listed have been calculated back to the NEDC measurement procedure where applicable. WLTP values are used as a basis for the definition of taxes and other vehicle-related levies that are (also) based on CO2 emissions and, where applicable, for the purposes of vehicle- specific subsidies. Further information on the WLTP and NEDC measurement procedures is also available at

For further details of the official fuel consumption figures and official specific CO2 emissions of new cars, please refer to the following web site

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