BMW MOTORRAD USA ANNOUNCES NEW CAMPAIGN TO PROMOTE BMW'S HIGH PERFORMANCE NAKED STREET BIKE

Viral Campaign Taps into Motorcyclists' Passion for Street Fighter Bikes

Woodcliff Lake, NJ - July 13, 2006... BMW Motorrad USA announced today the
roll-out of its newest advertising campaign for its K 1200 R, an aggressively
styled, new generation model of "naked" street bike. The high energy campaign
includes print ads, a micro website, promotional give-away and a viral spot
developed in conjunction with Northern Lights Post to generate online buzz
among motorcycle enthusiasts. Launched on July 11, 2006, the campaign will
begin directing bikers to the website www.theworldsmostpowerfulnakedbike.com
where they can experience the raw power of the K 1200 R.

"The K 1200 R represents a completely new breed of motorcycle for BMW, so we
knew that we had to depart from our own marketing conventions in order to break
through our current brand perceptions," said Laurence Kuykendall, Community and
Communications Manager, BMW Motorrad USA. "The Concept Farm, our advertising
agency of record, saw this as an opportunity to leverage the deep passion that
people have for this bike. They created a sharp, tightly focused campaign that
provides opportunities for fans of the bike to express, share and build on this
passion, starting with small but intriguing, well-placed ads that entice them
to the K 1200 R site."

"To help us create something completely different and underground for BMW
Motorrad USA, we worked with Northern Lights Post on the video component of the
site," said Griffin Stenger, Creative Director and Partner, The Concept Farm.
"Northern Lights helped us capture the intensity and dynamism that we needed to
convey the speed, power and excitement of the K 1200 R. The result is an
attention-grabbing webisode that will be an exciting online discovery for the
high-end sport bike community."

The piece opens with the K 1200 R being wheeled out of a truck and onto a drag
strip. Quick fade-outs hint at what bike it is as a decked-out rider prepares
for the light to turn green - revving up the engine and wheels until he creates
a cloud of smoke. He takes off at full speed, burning rubber and creating a
torque-induced wheelie. Motion graphics assert that the bike has "163
Horsepower, 96 lbs-ft of Torque" and can go from "Zero to 60 in 2.6 seconds."
At the end of the sequence, the rider burns the BMW logo into the ground,
sending a clear message that the K 1200 R "smokes everything... even your
expectations."

"This was a great opportunity to demonstrate our ability to convey abstract
ideas and capture visceral feelings on film and help bring great ideas to life
under a variety of conditions," said David Gioiella, Editor, Northern Lights
Post. "For example, the drag strip was too short to allow the K 1200 R to
reach top speed, so we reversed some frames from the original footage to ramp
up the power of the bike as it appears in the spot. The K 1200 R is an awesome
bike, and we focused all of our efforts on working with The Concept Farm to
deliver the high caliber platform they envisioned for showcasing the BMW
brand."

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, 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
Z4 Roadster and X5 Sports Activity Vehicles. The BMW Group sales organization
is represented in the U.S. through networks of 339 BMW passenger car centers,
334 BMW Sports Activity Vehicle centers, 143 BMW motorcycle retailers, 80 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.bmwmotorradusa.com
www.miniusa.com
www.rolls-roycemotorcars.com

About The Concept Farm
Established by advertising, marketing and branding industry veterans in 1999,
The Concept Farm specializes in brand content creation for leading companies,
institutions and personalities. The award-winning agency, based in New York,
brings together unique creative talents, strategic thinking, customer insights
and a passion for service excellence to create and produce highly impactful,
imaginative cross-platform, content-driven programs that build brands and
enrich customer experiences. More information about the firm is available at
www.conceptfarm.com

About Northern Lights Post
Northern Lights Post is an award-winning boutique. We offer creative editorial,
finishing and visual effects for the entertainment and commercial production
industries. The artistic and technical expertise of our editors and artists
allows us to deliver innovative and resourceful solutions to our clients. With
our in-house online and offline editorial, visual effects/design and HD
capabilities, streamlined creative process and hands-on approach, we can
deliver projects of any scope including commercials, webisodes, broadcast
promos, long-form TV and independent films.

Credits
Agency: The Concept Farm, New York
Creative Director: Griffin Stenger
CD/Copywriter: George Logothetis
Senior Project Manager: Mark Albertson
Creative Director: Matthijs Van Wensveen
Production Company: The Production Farm, New York
Director: Matthijs Van Wensveen
DP: Ben Bloodwell
2nd AD: Ryan Alexander
Executive Producer: Sandra Miller
Location Shot: Lebanon Valley Dragway, New York
Editorial Company: Northern Lights, New York
Editor: David Gioiella
Executive Producer: Arthur Tremeau
Sound: Clean Cuts
Color: Moving Images
Animation: Atmosphere 13

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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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