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PressClub USA · Article.
BMW SAUBER F1 TEAM - FORMULA ONE FLIES THE FLAG FOR ROAD CAR TECHNOLOGY - ACTIVE STEERING
Thu May 10 15:15:00 CEST 2007 Press Release
When the BMW Sauber F1 Team drivers head out onto the Circuit de Catalunya for Friday's opening free practice session, the rear wing of their BMW Sauber F1.07 cars will be sporting a new message: www.active-steering.com
Press Contact.
Roy Oliemuller
BMW Group
Tel: +1-201-307-4082
Fax: +1-201-573-8416
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Author.
Roy Oliemuller
BMW Group
"Active Steering" adorns the rear wing of the BMW Sauber F1.07.
Munich/Barcelona, 10th May 2007. When the BMW Sauber F1 Team drivers head out
onto the Circuit de Catalunya for Friday's opening free practice session, the
rear wing of their BMW Sauber F1.07 cars will be sporting a new message. The
striking "BMW Power" lettering which has occupied this prominent area of the
car up to now will be replaced by the web address www.active-steering.com for
the Spanish Grand Prix.
As Dr Klaus Draeger, member of the BMW AG Board of Management responsible for
development and procurement, explains: "In Formula One the focus is on guiding
the car quickly and precisely around the track, which is why F1 cars have
extremely direct steering. Road cars, however, have to meet additional demands.
In order to achieve the same level of agility as a racing car, series-produced
models require variable ratio steering. And that is where BMW Active Steering
comes in. This system adjusts its responses constantly to the speed of the car.
BMW Active Steering breaks new ground by combining excellent stability at
higher speeds with flexibility under heavy steering. Precise directional
stability and assured steering movements maximise roadholding and take the
strain off the driver. And reliable steering feedback also enhances driving
pleasure at high speeds."
Logging on to www.active-steering.com takes visitors to a website which starts
with BMW Sauber F1 Team driver Nick Heidfeld demonstrating the differences
between racing in Formula One and driving BMW cars on the road. They are then
redirected to the "Innovation Lounge" on the www.BMW.com site. Here, visitors
can find out more about Active Steering.
Torsten Müller-Ötvös, Director of Central Marketing and BMW Brand Management,
elaborates: "As a globally high-profile and widely familiar platform for
technical innovation, Formula One represents for us an ideal communication tool
for the BMW technology campaign. Since we became involved in Formula One,
technology transfer has enabled us to generate significant added value both for
our production cars and for the Formula One vehicles. Integrating our
technology campaign in our Formula One communications is a valid and logical
step through which we can show our customers how varying technologies are
implemented in road cars and in Formula One, and where the similarities lie."
In Spain, "www.active-steering.com" is emblazoned on the BMW Sauber F1 Team
trucks as well as the rear wing of the racing cars. And there are plans to
present other messages in this way during the course of the season.
This is not the first time that the BMW Sauber F1 Team has used the rear wing
of its racing cars as a communications platform. Last season, in the final race
of seven-times world champion Michael Schumacher's career, "Danke Michael"
shone out from the rear wing of one of the cars, "Thanks Michael" from the
other.