BMW MOTORCYCLES EVOLVES "REAL RIDER" CAMPAIGN INTO "WORLD ADVENTURE"

Effort includes advertising campaign, comprehensive 'Xplor' web site and an
around-the-world test ride sweepstakes

Woodcliff Lake, New Jersey, March 11, 2003... Aiming to capitalize on the
popularity of adventure travel and alternative sports, BMW of North America,
LLC today evolves its motorcycle marketing efforts to intrigue not only its
core enthusiasts but to reach out to a younger audience as well.

BMW Motorcycles' past four years of advertising focused on real BMW Motorcycle
owners, positioned BMW Motorcycles as "the indisputable mark of a real rider"
and actually included real riders, not models or actors, in its
communications. The new mantra, "World Adventure" focuses on world exploration
(as it can be best experienced on a BMW Motorcycle), unfamiliar challenges,
independent thinking and a rugged, athletic spirit.

"We're not abandoning our gritty and authentic tonality," said Laurence
Kuykendall, Brand and Event Marketing Manager, BMW Motorcycles. "But we wanted
to point out that there is a whole world of adventure out there to explore with
our bikes."

Print campaign
The evolution campaign begins with a series of provocative print spreads meant
to demonstrate the variety of extreme locales that one can reach and enjoy with
a BMW Motorcycle. One ad boasts a headline, "Sometimes You Determine The Best
Riders Simply By Who's Left" and is backed by various shots of a BMW rider in a
lion-filled African safari. Another ad features snapshots of women from around
the world, each clutching a Polaroid of the same BMW rider with the headline,
"Learn To Say I'll Call You In A Bunch Of Languages."

Print media begins with March publications including: Men's Journal, National
Geographic Adventure, Popular Mechanics, Cycle World and other motorcycle
enthusiast publications.

Around-the-world sweepstakes
To underscore its new emphasis on adventure, BMW Motorcycles also created a
national sweepstakes, and will award 45 lucky riders with a weeklong Edelweiss
Bike Travel motorcycle tour to anywhere in the world, from Australia to Europe
...even Africa.

Entrants must complete a test ride at a BMW Motorcycle retailer, between March
1 and May 31, 2003, for a chance to win. In support of the promotion,
retailers receive a kit, complete with POS, outdoor and in-store materials.

Web Site
To draw, excite and educate consumers, BMW Motorcycles ties together all of the
elements of the campaign by launching a new adventure sitelet. The first stage
of the site http://www.bmwridetheworld.com, developed by Merkley Newman Harty
Interactive, features everything and anything you want to know about preparing
for and taking a tour of Central and South America. This first installment,
which corresponds to the first print ad, includes packing lists, organized
tours, shipping companies, passport information - even information about border
crossings and how to ship your motorcycle to South America. The site will
continue to expand with subsequent installments corresponding to each print ad
and include specific adventure and travel information about the locale depicted
in the ad.

BMW GROUP IN AMERICA
BMW of North America has been present in the United States since 1975. Since
then, the BMW Group in the United States has grown to include marketing, sales
and financial service organizations for the BMW, MINI and Rolls-Royce brands;
DESIGNWORKS/USA, an industrial design firm in California; a technology office
in Silicon Valley and various other operations throughout the country,
including BMW Manufacturing Corp. in South Carolina. The BMW Group sales
organization is represented in the U.S. through networks of 340 BMW car, 327
Sports Activity Vehicle, 148 BMW Motorcycle retailers, 70 MINI car dealers and
27 Rolls-Royce motorcar dealers. BMW US Holding Corp., the Group's sales
headquarters for North, Central and South America, is located in Woodcliff
Lake, New Jersey.

Information about BMW Group products is available to consumers via the Internet
at http://www.bmwusa.com, http://www.bmwmotorcycles.com and
http://www.miniusa.com.
Journalist note: Information about the BMW Group and its products is available
to journalists on-line at the BMW Group PressClub at the following address -
www.press.bmwgroup.com.

MERKLEY NEWMAN HARTY|PARTNERS
Merkley Newman Harty|Partners (www.mnh.com) is a leading full-service
advertising agency. Founded in 1993, MNH|P has nearly a half billion dollars
in billings and more than 250 employees. Headquartered in New York City,
clients include: BMW Motorcycles, Citigroup, Elsevier, Fila USA/Fila Holdings,
Health Net, Mercedes-Benz USA, Novartis, Pfizer's Lipitor, PSEG, SBC
Communications, Tap Pharmaceuticals' Prevacid, Travelers Insurance and
Citigroup's Women & Co. MNH|P operates a suite of companies including: New
York-based DTC healthcare agency MNH Healthworks, New York-based direct
marketer I2i Communications, New York-based interactive group MNHi and
Atlanta-based BaylessCronin. MNH|P is a part of Omnicom Group Inc. (NYSE:
OMC). Omnicom is a leading global marketing and communications company.
Omnicom's branded networks and numerous specialty firms provide advertising,
strategic media planning and buying, direct and promotional marketing, public
relations and other specialty communications services to ove

r 5,000 clients in more than 100 countries.

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Print Creative Credits

Art Director: Cameron Webb
Copywriter: Mark Lowe
Photographer: Eean Wei

(Digital artwork is available upon request)