Milan. On Wednesday, June 5, the House of BMW at Via Monte Napoleone 12 in Milan hosted the first leg of “The 1 Roadshow” tour, which between now and October 5 will bring the new BMW 1 Series to cities and coastal areas across Italy. The preview of the new BMW 1 Series marks the beginning of a new chapter in the brand’s 20-year history of success in the premium segment.
Revealed as an unreleased track is revealed, the new BMW 1 Series is the protagonist of a music-led tour. After Milan, the Roadshow will continue towards Selva di Val Gardena, on the occasion of BMW Hero Biketo then reach Puglia and participate in Live beats in Molfetta and Otranto. The new BMW 1 Series will therefore cross the country and touch the most popular summer destinations, from Versilia, through the Roman coast, Campania, the Adriatic region and the islands, and will be a guest of the various music events. Finally, her tour will conclude in the fall with a return to the main Italian cities, in view of the official presentation scheduled for October 5.
Joining her for her debut in Milan, at the House of BMW, was Saturnino, bassist and historical co-writer of Jovanotti, who together with the Bud Spencer Blues Explosion reinterpreted the soundtrack that made the car “One like noone” in the film. iconic short from twenty years ago and contributed a series of rock and blues classics.
“In 2004 – said Massimiliano Di Silvestre, President and CEO of BMW Italia that evening – the BMW 1 Series made its debut on the Italian and international markets with design, sporty, dynamic and driving pleasure characteristics that immediately set it apart. and special. To highlight all this uniqueness, we had created a promotional campaign, designed and produced in Italy, based on a claim that later became very famous. The images from that film were accompanied by the music reinterpreted live tonight.”
“Today, twenty years later – continued Di Silvestre – we find the same hallmark in the new BMW 1 Series, now in its fourth generation, namely a charismatic and sporty design with typical BMW proportions both front and rear; high performance internal combustion engines; a completely redesigned chassis to ensure class-leading handling; more technical and digital interiors together with much richer and more advanced equipment with great attention to the theme of the use of additives and natural fibers for increased sustainability in the entire value chain”.
At each stage of “The 1 Roadshow” you will be able to discover the innovations and exclusive features of the new BMW 1 Series model, where car enthusiasts learn to recognize it as you do with a song that turns the day when it enters your head with an irresistible melody.
On the occasion of each event, the car will stand in the same place for three days and will be accessible to all those who want to admire it up close, discover its design, technology and connection to the world of music.
For the Milan debut of “The 1 Roadshow”, the new 1 Series was not alone, but accompanied by an unusual partner: Hublot (of the LVMH Group), which shares the same philosophy that inspired the new BMW model presented on the occasion. the new 38mm range designed for a young and dynamic audience, the same as the BMW 1 series.
For more information:
Marco DiGregorio
Corporate communications manager
Phone: +39 0251610088
Email: marco.di-gregorio@bmw.it
Media website: www.press.bmwgroup.com And http://bmw.lulop.com
BMW Group
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading manufacturer of premium cars and motorcycles and also offers premium financial and mobility services. The BMW Group consists of more than 30 production sites worldwide and has a global sales network in more than 140 countries.
In 2023, the BMW Group sold more than 2.55 million cars and more than 209,000 motorcycles worldwide. Profit before tax in the 2023 financial year was 17.1 billion euros on revenue of 155.5 billion euros. On December 31, 2023, 154,950 people worked at the BMW Group.
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