BMW Launches First Original Campaign for Certified Pre-Owned Brand

WOODCLIFF LAKE, NEW JERSEY, APRIL 24, 2003...BMW is launching a new four-spot
TV advertising campaign for Certified Pre-Owned (CPO) BMW. The new campaign
via Publicis New York, part of Publicis U.S.A, communicates the relationship
between car and driver, emphasizing the bond that can seamlessly form between a
driver and a BMW.

"As the leader in Certified sales within our category, we decided it was time
to invest in an original ad campaign," said Bill Bates, Pre-Owned Marketing
Manager of BMW of North America, LLC. "We decided to show the emotional
attachment that BMW drivers have for their car but not identify the brand as a
Certified Pre-Owned BMW. After all, every Certified Pre-Owned BMW is first and
foremost, a true BMW. That's the special quality we wanted to communicate."

In "Fun," one of the new TV spots, a woman arrives at work in her Certified
Pre-Owned 3 Series. As she pulls into a parking space, she notices a security
camera above the spot. Climbing on top of a garbage can, she adjusts the
camera so it's focused on her car. From her office, she is making repeat trips
to the water cooler where cups are mounting in the trash and water is spilling
on the floor. She is not thirsty, but rather watching her 3 Series through the
cameras, which are in close proximity to the water cooler. A super-imposed
title comes up saying, "Certified Love" and the voice-over states, "We have the
BMW you're looking for. Certified Pre-Owned by BMW. Only at your authorized
BMW center. "

"Our goal is to let drivers know it's OK to relate to your car in the way you
would relate to your first crush in high school," said Peter Nicholson,
executive creative director, Publicis New York. "The work focuses on the joys
of driving, with a clear message that the CPO driver loves their car and simply
can't get enough of it."

"Certified Response" targets upscale adults 25-54, who have a passion for
driving and strive to own the best. The campaign consists of broadcast, print
and online banners. TV will air on spot and cable, with national print running
in publications such as Business Week, Kiplinger's Personal Finance, National
Geographic Adventure, The Wall Street Journal and USA Today. Radio will air
regionally, and online banners will appear on AOL, Google and Kelly Blue Book
(www.kbb.com).

Publicis New York is part of Publicis U.S.A., a unit of Publicis Groupe S.A.
[NYSE:PUB], the world's fourth-largest communications company. Publicis in New
York clients include BMW, Citizen Watch, Ernst & Young, Fujifilm, Heineken,
L'Oréal, OfficeMax, Pfizer, The Principal Financial Group, Procter & Gamble,
Siemens and Whirlpool.

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 and MINI brands and Rolls-Royce
Motor Cars; DesignworksUSA, an industrial design firm in California; a
technology office in Silicon Valley and various other operations throughout the
country. BMW Manufacturing Corp. 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 car, 327 BMW Sports
Activity Vehicle, 148 BMW Motorcycle retailers, and 70 MINI 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 http://www.bmwusa.com http://www.bmwmotorcycles.com and
http://www.miniusa.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.

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