NEW BMW ADVANCED DIESEL CAMPAIGN EDUCATES AMERICAN CONSUMERS ABOUT THE BENEFITS OF DIESEL

Campaign Supporting Launches of BMW 335d and BMW X5 xDrive35d Relies on
Simplified Imagery to Communicate Complex Technology

Woodcliff Lake, NJ - January 11, 2009... To kick off 2009, BMW has taken on the
challenge of changing American consumers' lingering negative perceptions of
diesel cars with an advertising campaign to support the U.S. launch of BMW
Advanced Diesel. The mission of the new campaign from BMW and its advertising
partner, Austin, Texas-based GSD&M Idea City, is to make the customer benefits
of diesel technology easily understood as well as communicate the efficiency
message of the BMW brand.

Slated to break on Sunday, January 11, the national campaign coincides with the
U.S. launches of the BMW 335d Sedan and BMW X5 xDrive35d Sports Activity
Vehicle models equipped with BMW Advanced Diesel with BluePerformance. Over
70% of BMW brand

vehicles sold in Europe now are diesel-powered, but a diesel-powered BMW has
not been sold in the U.S. for more than 20 years. The U.S. launch of BMW
Advanced Diesel is one piece of the larger story about the efficiency
attributes of the BMW brand, known collectively as BMW EfficientDynamics.

"American consumers are asking auto makers to produce more efficient cars.
With BMW Advanced Diesel, we have those products. The challenge before us is to
change people's perceptions about diesel vehicles - they are not the dirty,
smelly cars of the past - and demonstrate that our diesel technology represents
the best of both worlds when it comes to performance and efficiency," said Jack
Pitney, Vice President, Marketing, BMW of North America.

"With this campaign we aim to communicate the real advantages of BMW's new
diesel technology, which offers a range of 580 miles per tank, yields up to 36
miles per gallon, reduces harmful CO2 emissions by 20 per cent, and delivers
superior performance over competitive makes," Pitney added.

At the heart of the campaign is a series of four 15-second television spots
starring Brian Unger, American comedian, writer, producer, and commentator.
Unger, host of the Discovery Channel's "Some Assembly Required," is recognized
and admired for his ability to express technical topics in an easily understood
way.

The four television spots will focus on four messages about BMW Advanced
Diesel: reduced national fuel consumption potential, reduced environmental
impact, increased driving range and individual fuel savings.

One spot creates a vision of the potential fuel savings diesel could offer the
nation as a whole. In "BB's," Unger holds a round, silver pellet between his
thumb and forefinger and says, "Imagine this is a gallon of fuel. If we all
switched to diesel..." - a mass of BB's rain down from above - "we could save 90
million of these every single day."

"Balloons," which illustrates the individual environmental impact of switching
to diesel, features a ceiling of densely packed silver balloons hovering
overhead. Unger reaches up to pluck one of the balloons from the pack and
states, "If this is the carbon footprint of the average U.S. driver..." He then
pops the balloon with a safety pin to reveal a noticeably smaller white balloon
inside, and continues, "...this would be your carbon footprint if you drove BMW
Advanced Diesel." He releases the white balloon, letting it float back to the
ceiling with the others.

Another spot highlights the increased range of diesel fuel over gasoline.
Representing the proverbial "Point A to Point B," in "Flick" Unger places the
capital letter forms on a table in front of him, about a foot apart, and says,
"Now, this is how far you can go on a tank of gas. This is how far you can go
on a tank of diesel." Then, with his forefinger, he flicks the letter "B"
off-screen and watches as it goes far out of view. The spot closes with the
faint "clink" sound of the landing letter several seconds later.

Demonstrating the efficiency and fuel savings of diesel, in the spot entitled
"Scale" Unger places a beaker, nearly full of liquid on one end of a scale,
causing it to tip to one side. He says, "If this is the amount of gasoline it
takes to go 10 miles..." Unger then places a second beaker, this one only
1/3-full, on the other end of the scale, balancing it out and continues, "...this
is the amount of diesel it takes to go the same distance."

Each spot includes a frame with images of the BMW 335d and BMW X5 xDrive35d
models, with text treatments that underscore the strengths of BMW Advanced
Diesel Technology with BluePerformance, for example "20% less C02," "580 miles
per tank," and "up to 36 mpg."

The television spots are scheduled to air during the seventh-season premiere of
FOX's critically acclaimed "24" on Sunday, January 11. Additionally, the spots
will appear on such national broadcast and cable television programs including:
ABC's "Lost," "Grey's Anatomy," "Private Practice" and "Desperate Housewives;"
FX's "Damages;" and FOX's "House" and NFC Championship game.

The campaign is supported by content at the BMW internet site (www.bmwusa.com)
and will also include a print component designed to complement the television
spots and reach out to a different target market - in a different way - with
the messages of BMW Advanced Diesel. The three print pieces, consistent with
BMW's signature "white room" aesthetic, feature images and thought-provoking
headlines without overt references to the vehicles. Print ads are scheduled to
run in January and February issues of The New Yorker, SEED, Vanity Fair, and
Fortune.

A large, swooping tire tread of green grass, graces one print ad, accompanied
by a headline that asks, "Can a car company respect the planet while protecting
its own roots?" Another print ad features a tailpipe sprouting green leaves as
its dominant image and simply states, "Diesel gone good." In the third piece,
a rocket blasts off and spews a trail of blue, orange and yellow butterflies
instead of flames, and reads "Responsive yet responsible."

GSD&M Idea City
GSD&M Idea City is a leading national marketing communications and advertising
company that has helped grow some of the world's most successful brands. For
more information, go to www.IdeaCity.com. GSD&M Idea City is part of Omnicom
Group, Inc. (NYSE: OMC).

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 of motor vehicles, including
motorcycles, 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 X5
Sports Activity Vehicles and X6 Sports Activity Coupes. The BMW Group sales
organization is represented in the U.S. through networks of 338 BMW passenger
car centers, 335 BMW Sports Activity Vehicle centers, 142 BMW motorcycle
retailers, 83 MINI passenger car dealers, and 30 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.

Information about BMW Group products is available to consumers via the Internet
at:

www.bmwgroupna.com
www.bmwusa.com
www.bmwmotorcycles.com
www.miniusa.com
www.rolls-roycemotorcars.com

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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. Broadcast quality video footage is available via The
NewsMarket at www.thenewsmarket.com.

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