BMW Announces Unprecedented Partnership With SIRIUS Satellite Radio To Promote New 3 Series
Cross-Country 3 Series Tour - "3 ACROSS AMERICA" -To Be Chronicled by SIRIUS Satellite Radio, With a Marathon 18-Hour Broadcast to Be Aired On Special SIRIUS BMW Channel May 6th
Woodcliff Lake, NJ, March 16, 2005 – BMW of North America today announced that the company will be taking advantage of the burgeoning communications medium of satellite radio to promote its highly anticipated new 3 Series. This unprecedented partnership represents a watershed in the industry.
On March 26 th, BMW will kick off a historic grassroots 44-day cross-country tour dubbed “3 Across America” to celebrate the launch of the new 3 Series. The “3 Across America” tour will culminate on May 6th, with an 18 hour marathon broadcast which will be aired on a special SIRIUS BMW Channel. The program will consist of an entertaining and continuous “travelogue” of the entire coast-to-coast tour, including local attractions and adventures experienced on the drive, unique and eccentric stories from the road, live interviews, and vignettes. The journey will be topped off by a live concert starring top name performers.
A caravan of classic BMW 3 Series cars, new 330i Sedans, and the 3 Series’ spiritual predecessor, the 2002ti — representing the breadth and heritage of the 3 Series — will depart from New York and travel across the country, ending up in Los Angeles on May 6 th, which is also the official U.S. “on-sale” date for the new 3 Series. This cross-country caravan will give people across America a sneak peek at the new 3 Series before the car arrives in dealerships.
“3 Across America” will allow BMW and 3 Series enthusiasts to participate in events at landmark destinations across the country, in cities such as San Francisco, Boston, Philadelphia, New Orleans, Dallas, Detroit, Seattle, Monterey, and many others.
SIRIUS (NASDAQ: SIRI) will record adventures and local culture experienced during the 44-day cross-country drive.
Snippets from the road will be compiled into minute-long updates to air across SIRIUS talk and entertainment channels throughout the “3 Across America” tour. Attendees of the various events across the country will have the chance to share their favorite driving stories, songs and experiences for these broadcasts. Listeners will also be treated to the sounds of local flavor from each city, which will be peppered throughout the broadcasts.
“We are thrilled to join forces with SIRIUS Satellite Radio to raise awareness of our new 3 Series, and the historic '3 Across America' caravan,” said Jim McDowell, Vice President, Marketing, BMW of North America LLC. “SIRIUS listeners and BMW customers share a similar mind-set – innovative, cutting-edge, and forward-looking. Because satellite radio reaches exactly the types of audiences BMW wants to reach, we believe this is a partnership that makes perfect sense. SIRIUS will provide its listeners with a unique, fun, and memorable way of experiencing both the BMW brand and the excitement surrounding the new 3 Series.”
“This event is an unprecedented integration of driving excellence from BMW with programming excellence from SIRIUS, and we are extremely proud that BMW has chosen to partner with us for the launch of the new 3 Series”, said Doug Wilsterman, Senior Vice President and General Manager OEM Division for SIRIUS. “This progressive venture gives BMW and SIRIUS the opportunity to explore and leverage the latest in technology and innovation to reach out to an audience. We look forward to airing a wealth of terrific and entertaining material during “3 Across America” and on the May 6th BMW/SIRIUS broadcast.”
The BMW/SIRIUS partnership represents the first time SIRIUS has participated in the launch of a new product. By partnering with SIRIUS, BMW is tapping into a market of like-minded consumers that value new technology and novel communication techniques. SIRIUS currently has over 1.24 million subscribers.
SIRIUS said it plans to roll out the effort with a distinct sense of fun — sending a producer on the road with BMW’s “3 Across America” caravan. The producer will visit iconic locations in each city interviewing everyone from baseball fans in the Braves’ Turner Field in Atlanta to nighttime soap fans at the site of the famous Ewing Southfork Ranch in Dallas. The resulting sound bites will be broadcast on a variety of SIRIUS channels during the “3 Across America” tour, but then will become part of the grand finale broadcast on May 6th.
BMW and SIRIUS say the 18-hour broadcast will be part cultural diary, and part entertainment happening. A first of its kind, the BMW channel on SIRIUS radio will include a simulcast of the live musical performance from the Peterson Automotive Museum in LA. that will serve as the celebration of 3 across America and the U.S. “on-sale” date of the new 3 Series, in addition to the one on one interviews with a selection of the most interesting characters encountered by the “3 Across America” team.
“We’re really looking forward to the whole cross-country tour. Our goal is not just to bring the new 3 Series out to car enthusiast, but to capture the essence of their excitement and to communicate that via SIRIUS Satellite Radio”, said McDowell. “What better way to celebrate a new car than to host a massive “road trip”. We’re thinking of this as part Kerouac, part 21st century Radio Theater. Even if you don’t have a driver’s license, I think you’re going to have a great time listening to the BMW channel on SIRIUS May 6th.”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 340 BMW passenger car centers, 327 BMW Sports Activity Vehicle centers, 148 BMW motorcycle retailers, 80 MINI passenger car dealers, and 25 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.bmwusa.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.
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