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BMW M Performance Parts

February 2012

BMW M PERFORMANCE PARTS COMMUNICATIONS. GUIDELINES FOR DISPLAY AT POINTS OF SALE AND EVENTS.

Sheer Driving Pleasure


A DISPLAY OF PURE ADRENALINE. These guidelines will put you on the right track to ensuring that you make the most of your BMW M Performance Parts display at points of sale and events. The rules they contain will help you turn pros足 pects into enthusiastic BMW M Performance Parts customers.

POWERED BY M. BMW M Performance Parts I Recommendations for communications

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CONTENTS. Introduction Boost your sales

2

Overview of OCS materials

Display areas of approx. 15 m2 Display with no showcar Driving Gallery

25

4–5

BMW M Performance Parts vs. BMW Performance Parts 26–27

6 –7

BMW M Performance Parts and BMW M

28

Additional materials

29

Overview of ICS materials 8 –13 Display areas of approx. 41 m2

“Drive” showcar

14 –16

17–19

20 –­­­22 23

Customer communications and sales support 30 –31 Staging events and trade shows 32–38 Ordering information

39

Contacts

40

Events back-up checklists

42–47

“Visual” showcar 24

BMW M Performance Parts I Recommendations for communications

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START YOUR ENGINES.

BMW M Performance Parts I Recommendations for communications

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START YOUR ENGINES.

IGNITE YOUR SALES PERFORMANCE. 10, 9, 8, 7, 6, 5, 4, 3, 2, 1, Go! Push the pedal to the metal with new BMW M Performance Parts for AG vehicles. Developed together with BMW M Division, these parts offer motorsport fans the unique opportunity to retro­ fit their BMW with high-tech components. Powered by M. Whether in terms of aerodynamics, the chassis, drive train, or cockpit, each BMW M Performance Parts component is specifically designed to deliver the ultimate track experience. Make sure that your customers’ adrenaline levels peak – and your sales too. With an array of high-impact communication materials focusing on retrofitting AG and M vehicles with BMW M Performance Parts, you’re sure to strike the right chord in and around your dealership. Make BMW M Performance Parts prospects your customers.

General points to note:

- The BMW M Performance Parts display area must be kept separate from any BMW Performance Parts areas and be located as far away as possible from them. For further information, see pages 26–27.

- The communication materials and displays must never be mixed up. So, BMW M Performance Parts communications must not appear with BMW Performance Parts communications, and BMW M Performance Parts displays must not appear with BMW M model displays (exception: Parts catalogue). Again, they should be kept as far away from each other as possible. For further information, see page 28.

- BMW M Performance Parts showcars are born winners. They must always be positioned at the front, and there must be nothing in front of them. Ideally, they should also be the first vehicles in the Driving Gallery. They should be presented with their front wheels at a slight angle. For further information, see page 23.

BMW M Performance Parts I Recommendations for communications

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OVERVIEW OF BMW M PERFORMANCE PARTS OCS COMMUNICATION MATERIALS. Eye-catching signage for BMW M Performance Parts – attract customers before they’ve even set foot in the dealership.

OCS wall display 1 (417.4 x 351 cm)

OCS wall display 2 (417.4 x 351 cm)

External window installation – window sticker (160 x 20 cm)

Structural frames and other parts can be ordered via the ASAP: Aftersales Assistance Portal (www.parts.bmwgroup.com) under article no. 81 70 0 137 438.

Car park installation OCS “Pit garage” wall display (417.4 x 351 cm) In general, always to be used in conjunction with a vehicle fitted with BMW M Performance Parts.

For details of how to order materials, please see page 39.

BMW M Performance Parts I Recommendations for communications

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RULES ON USAGE OF OCS COMMUNICATION MATERIALS. Communication materials should also be used in the dealership’s forecourt to drive sales. 3

2

1

1

OCS wall display 1 or OCS wall display 2 At least one of the displays should be installed in the dealership’s forecourt as part of sales promo­ tion activities or, for example, in the lead-up to and during BMW M Performance Days. 2  Window installation – window sticker Draw the attention of prospects outside the dealership to the BMW M Performance Parts showcar in the Driving Gallery. 3

 Car park installation – OCS “Pit garage” wall display A vehicle fitted with BMW M Performance Parts must always be parked in front of this OCS wall. This will draw attention to the vehicle’s sporting prowess. If the vehicle is placed in a visible spot on the forecourt, the corona rings should be switched on when it gets dark.



Dos & Don’ts

- They must never be placed directly next to BMW M communication materials.

- BMW M Performance Parts window stickers must also never be used in conjunction with BMW M communication materials.

- BMW M Performance Parts OCS materials must never be used in conjunction with a BMW M model.

BMW M Performance Parts I Recommendations for communications

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OVERVIEW OF BMW M PERFORMANCE PARTS ICS COMMUNICATION MATERIALS. Shop System Kit 1 for BMW 1 Series (F20) and BMW 3 Series (F30) with interchangeable poster (different posters as shown below). Illustrations are for illustrative purposes only, and may differ from the configuration options described on the right.

Shop System Kit 1

Article no.

Basic unit, tall, free-standing

81 85 0 395 695

BMW M Performance sign

81 85 2 303 774

Frame for poster

81 85 0 395 715

Front display case, narrow

81 85 0 395 706

Offer sheet rack for poster

81 85 0 432 838

Holder for rims and complete wheels

81 85 0 432 561

Holder for brake calipers

81 85 0 444 816

Steering wheel display

81 85 0 417 771

Frame for ICS poster

81 85 0 395 716

Products (display tips) BMW M Performance light-alloy wheels Double-spoke 405 M for the BMW 1 Series (19 inch) or for the BMW 3 Series (20 inch) BMW M Performance carbon exterior mirror caps (BMW 1 Series or BMW 3 Series) BMW M Performance kidney grille in Black (BMW 1 Series or BMW 3 Series) BMW M Performance exhaust pipe finisher in chrome (BMW 1 Series) BMW M Performance carbon gearshift lever with Alcantara gaiter (BMW 1 Series or BMW 3 Series) BMW M Performance Alcantara steering wheel with carbon trim (BMW 1 Series or BMW 3 Series) including airbag dummy

2 305 415

The configuration can be adapted to suit your specific requirements.

ICS poster (89 x 88.1 cm)

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OVERVIEW OF BMW M PERFORMANCE PARTS ICS COMMUNICATION MATERIALS. Shop System Kit 2 NB: To be used only in conjunction with BMW M models. Illustrations are for illustrative purposes only, and may differ from the configuration options described on the right.

Shop System Kit 2

Article no.

Basic unit, tall, free-standing

81 85 0 395 695

BMW M Performance sign

81 85 2 303 774

Frame for poster

81 85 0 395 715

Front display case, narrow

81 85 0 395 706

Offer sheet rack for poster

81 85 0 432 838

Holder for rims and complete wheels

81 85 0 432 561

Steering wheel display

81 85 0 417 771

Frame for ICS poster

81 85 0 395 716

Products (display tips) BMW M Performance Y-spoke 359 M 19 inch (BMW M3) BMW M Performance carbon exterior mirror caps (BMW M3) Kidney grille in Black (BMW M3) BMW M Performance Alcantara steering wheel (BMW M3)

The configuration can be adapted to suit your specific requirements.

ICS poster (89 x 88.1 cm)

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OVERVIEW OF BMW M PERFORMANCE PARTS ICS COMMUNICATION MATERIALS. ICS wall base unit (338.7 x 210 cm) with ICS wall display 1 (printed both sides) and glass display case for BMW M Performance Parts.

ICS wall display 2 (246 x 174 cm)

Screen for dynamic digital signage There are currently two BMW M Performance Parts video clips available: “Race track” and “Product devel­ opment”. Take your showroom track-side and create an enthralling motorsport atmosphere. The video clips can also be loaded onto your homepage.

Configurator DVD The Configurator DVD is ideal for passing on to cus­ tomers. They can use it to personalize their chosen vehicle by equipping it with BMW M Performance Parts components from the comfort of their home. Or you can use the Configurator DVD in the showroom, for example during your sales pitch or in the showroom terminal.

Sound files There are various sound files at your disposal. For example, you can impress your customers with the powerful roar of the BMW M Performance silencer sys­ tem for AG vehicles, either with a sound station in the showroom, as a download from your homepage or with a USB stick for your customers to take home.

Structural frames and other parts can be ordered via the ASAP: Aftersales Assistance Portal (www.parts.bmwgroup.com) under article no. 85 0 309 608. BMW M Performance Parts I Recommendations for communications

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OVERVIEW OF BMW M PERFORMANCE PARTS ICS COMMUNICATION MATERIALS.

Communication stele Article no. 81 85 2 149 626 (60 x 174 cm)

Cardboard vertical panel (front and back) including dispenser on back for “AG vehicles” short catalogue (60 x 180 cm)

Vehicle information panel Available via the ASAP. Article no. 81 85 2 218 734 (29 x 148 cm) With offer sheet and/or BMW M Performance Parts catalogue. NB: The BMW M Performance Parts catalogue is a “reversible catalogue”. Display it so that the title page with the full BMW 1 Series, BMW 3 Series and BMW 5 Series motif is visible.

Offer sheets (A4, single-sided) Separate offer sheet for BMW 1 Series, BMW 3 Series and BMW 5 Series.

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OVERVIEW OF BMW M PERFORMANCE PARTS ICS COMMUNICATION MATERIALS. BMW M3 catalogue (29 x 21 cm) Display the catalogue preferably in a BMW M3 or pass it on to BMW M3 drivers. The catalogue should not appear in a BMW M Performance Parts area for “AG vehicles”.

Full catalogue (30 x 21 cm; AG and M vehicles, 32 pages, 20 of which for AG vehicles)

Short catalogue (23.5 x 18.5 cm; AG vehicles only, 8 pages)

If being used as part of communication activi­ ties for AG vehicles, always display the full catalogue with the title BMW 1 Series, BMW 3 Series and BMW 5 Series at the front.

License number (52 x 11 cm)

Vehicle signage – exterior (90 x 8 cm)

Vehicle signage – interior (19 x 5 cm)

BMW M PERFORMANCE PARTS. FEEL THE ADRENALIN KICK FOR YOURSELF, AT AN EXCLUSIVE TEST DRIVE.

BMW M Performance Parts I Recommendations for communications

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OVERVIEW OF BMW M PERFORMANCE PARTS ICS COMMUNICATION MATERIALS. Displaying eye-catching floor stickers:

“Pole Position” floor sticker (2 stickers, sticker size with text: approx. 200 x 85.5 cm; sticker size without text: approx. 200 x 30 cm) Ensure that the floor sticker with text always appears in front of the sticker without text.

“Burn-out ring” floor sticker (size: 200 x 200 cm) This can be used together with the Pole Position start-line sticker (without text).

“Curb” floor sticker (size: 150 x 150 cm) Recommended position: running around left front wheel. For details of how to order materials, please see page 39. BMW M Performance Parts I Recommendations for communications

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RULES FOR THE INTERIOR.

LAYOUT FOR DISPLAY AREAS OF APPROX. 41 M 2.

7

4

8

6 6

2

5

1

BMW 1 Series/3 Series “visual” showcar

2

BMW 1 Series/3 Series “visual” showcar

3

“Pole Position” floor sticker without text together with “Burn-out ring” floor sticker or alternatively with “Curb” floor sticker

4

Shop System Kit 1

5

Cardboard vertical panel, alternatively communication stele

6

Vehicle information panel (one per vehicle)

7

ICS wall with poster and optional glass display case

8

Screen for dynamic digital signage

1

3

3

Showcar configurations can be found on pages 24 and 25. BMW M Performance Parts displays should not be anywhere near BMW Performance Parts or BMW M displays (see also pages 26–28). The illustration shows an ideal layout. The positioning of the various elements may, of course, be adapted to suit the specific dealership. However, it is vital to ensure that there is sufficient distance between information modules and vehicles and that there is an “exclusion zone” around the BMW M Performance Parts area – this exclu­ sion zone should be as large as possible. BMW M Performance Parts I Recommendations for communications

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RULES FOR THE INTERIOR.

LAYOUT FOR DISPLAY AREAS OF APPROX. 41 M 2. Description of display elements: 1

2

3

“Visual” showcar BMW 1 Series with M Performance license number

“Pole Position” floor sticker without text (Size: 200 x 30 cm), together with “Burn-out ring” floor sticker (Size: 200 x 200 cm), if there is space. De­ pending on space, running around the right or left rear wheel (see page 13)

Cardboard vertical panel Size: 60 x 180 cm, with foldout leaflet dispenser on back Alternatively, communication stele Size: 60 x 174 cm, printed both sides

“Visual” showcar BMW 3 Series with M Performance license number

Alternatively, “Curb” floor sticker

4

5

6

4 1 3

6 6

Vehicle information panel Size: 29 x 148 cm, with 2 dis­ pensers, e.g. for offer sheets, catalogues, fold-out leaflets

7 2 3

7

ICS wall With poster (338.7 x 210 cm) and optional glass display case for products

5

8

Shop System Kit 1 For contents, see page 8 8

Screen Dynamic digital signage playing BMW M Performance Parts video clips. Recommended screen size: 40 inches or larger

For details of how to order materials, please see page 39. BMW M Performance Parts I Recommendations for communications

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RULES FOR THE INTERIOR.

LAYOUT FOR DISPLAY AREAS OF APPROX. 41 M2.

Dos & Don’ts



- The communication materials / elements shown on the preceding pages represent the ideal scenario. You should use only these ICS materials, and should not add anything else.



- Except for floor stickers, nothing should be placed directly in front of the vehicles.



- Only the BMW 1 Series and BMW 3 Series (or 5 Series) models should be used as showcars. No two vehicles should be from the same model range.



- Either the “Pole Position” floor sticker (in front of the vehicles) or the “Curb” floor sticker should be used, but not both together. The “Pole Position” floor sticker can, however, be used together with the “Burnout ring” sticker.



- Only BMW M Performance Parts showcars should feature in the display area, i.e. no special models or vehicles with standard equipment only.



- You don’t need to fit all the products to the showcar(s). Make good use of highlights from the range and display other products using Shop System Kit 1.



- For more emotional impact we would always recommend installing a screen for dynamic digital signage and for playing video clips on (see page 10).

BMW M Performance Parts I Recommendations for communications

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RULES FOR THE INTERIOR.

LAYOUT FOR DISPLAY AREAS OF APPROX. 15 M 2.

3

6

4

5

1

BMW 1 Series/3 Series “visual” showcar

2

“Pole Position” floor sticker without text and, where possible, the “Burn-out ring” floor sticker.

3

Shop System Kit 1

4

Cardboard vertical panel, alternatively, communication stele

5

Vehicle information panel

6

Screen for dynamic digital signage

1

2

Showcar configurations can be found on pages 24 and 25. As an alternative, the screen can be positioned against the wall on the driver’s side, if space allows. Otherwise, the illustration shows the ideal situation, though of course this can be adapted to suit the specific circumstances.

BMW M Performance Parts I Recommendations for communications

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RULES FOR THE INTERIOR.

LAYOUT FOR DISPLAY AREAS OF APPROX. 15 M 2. Description of display elements: 1

“Visual” showcar, BMW 3 Series with M Performance license number

2

“Pole Position” floor sticker without text Size: 200 x 30 cm If space allows: also use the “Burn-out ring” floor sticker Size 200 x 200 cm Depending on space, run­ ning around the right or left rear wheel (see page 13)

3

4

Cardboard vertical panel Size: 60 x 180 cm, with fold-out leaflet dispenser on back Alternatively, communication stele Size: 60 x 174 cm, printed both sides

5

3

1 2 6 4

5

Vehicle information panel Size: 29 x 148 cm, with 2 dispensers for e.g. offer sheets, catalogues, fold-out leaflets

6

Screen Dynamic digital signage playing BMW M Performance Parts video clips. Recommended screen size: 40 inches or larger

Shop System Kit 1 For contents, see page 8

For details of how to order materials, please see page 39.

BMW M Performance Parts I Recommendations for communications

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RULES FOR THE INTERIOR.

LAYOUT FOR DISPLAY AREAS OF APPROX. 15 M 2.

Dos & Don’ts

- The communication materials/elements shown on the preceding pages represent the ideal scenario. Only the ICS materials shown should be used.

- Nothing should be placed directly in front of the vehicle.

- Preferably, the showcar should be a BMW 3 Series (F30).

- The “Pole Position” floor sticker without text should be used. If space allows, the “Burn-out ring” floor sticker can also be used.

- The display area should always feature a BMW M Performance Parts showcar.

- We would also recommend installing a screen for dynamic digital signage and for playing video clips on in this area (see page 10).

BMW M Performance Parts I Recommendations for communications

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RULES FOR THE INTERIOR.

SMALL ROOM DISPLAY WITH NO BMW M PERFORMANCE PARTS SHOWCAR.

1

1

Shop System Kit 1

2

Cardboard vertical panel, alternatively, communication stele

3

Screen for dynamic digital signage, alternatively, configurator terminal

4

“Curb” floor sticker

2 3

4

The elements here are positioned so that irrespective of which direction they approach from, customers can always see one of the visuals. You should also ensure that the cardboard vertical panel is sufficiently far from the walls for customers to have easy access to the information materials and the rack on the back of it. Only the “Curb” floor sticker should be used. BMW M Performance Parts I Recommendations for communications

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RULES FOR THE INTERIOR.

SMALL ROOM DISPLAY WITH NO BMW M PERFORMANCE PARTS SHOWCAR. Description of display elements: 1

1

Shop System Kit 1 For contents, see page 8 2

3

2

Cardboard vertical panel Size 60 x 180 cm, with fold-out leaflet dispenser on back

4

Alternatively, communication stele Size 60 x 174 cm, printed both sides

3

Screen Dynamic digital signage playing BMW M Performance Parts video clips. Recommended screen size: 40 inches or larger alternatively configurator terminal with configurator DVD playing

4

“Curb” floor sticker to demarcate edge of display area

For details of how to order materials, please see page 39. BMW M Performance Parts I Recommendations for communications

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RULES FOR THE INTERIOR.

SMALL ROOM DISPLAY WITH NO BMW M PERFORMANCE PARTS SHOWCAR.

Dos & Don’ts

- The communication materials/elements shown on the preceding pages represent the minimum amount required for a BMW Performance M Parts island at the POS.

- Playing video clips (see page 10) with dynamic digital signage is preferable to a configurator terminal.

- Only the ICS materials shown should be used.

- Displays with no showcar should be near the following areas: Parts area or Service or Parts counter and in the New Automobiles area.

If there is no self-contained area available for a BMW M Performance Parts showcar as described, we recommend the following options:

1. A BMW M Performance Parts showcar in pole position in the Driving Gallery (see following page).

2. A BMW M Performance Parts showcar on the forecourt in front of the OCS “Pit garage” wall display (see pages 6 and 7).

BMW M Performance Parts I Recommendations for communications

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Driving Gallery.

POLE POSITION FOR THE BMW M PERFORMANCE PARTS SHOWCAR. The BMW M Performance Parts vehicle should be in pole position in the Driving Gallery. To make it look even sportier, it should be displayed with its front wheels at an angle – alternatively together with the “Pole Position” floor sticker and with straight wheels. Whatever the case, the display should highlight just how sporty and special BMW M Performance Parts are.

Dos & Don’ts

- The vehicle’s corona rings should be switched on.

- The vehicle should be open.

- Use of the vehicle information panel is recommended.

- Otherwise, the general guidelines for the BMW Driving Gallery apply.

BMW M Performance Parts I Recommendations for communications

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SHOWCAR CONFIGURATION.

EXTERNAL ADRENALINE – THE “VISUAL” SHOWCAR. Configuration of a “visual” showcar, using the BMW 1 Series (F20) as an example Photo

Partnumber

Engine types

Aerodynamics package, front

2 220 959

all engines

Side skirts, left

2 220 961

all engines

Side skirts, right

2 220 962

all engines

Side skirt film, left / right

2 220 967

all engines

2 212 767

114i,116i, 118i, 116d, 118d, 120d

2 212 775

125i, 125d

2 212 777

135i

Rear spoiler

2 211 888

all engines

Rear fins

2 211 893

all engines

Exterior mirror caps in Carbon, left

2 211 905

all engines

Exterior mirror caps in Carbon, right

2 211 904

all engines

Top stripes, Black

2 211 005

all engines

Top stripes, White

2 211 008

all engines

Front grille, Black, left

2 240 773

all engines

Front grille, Black, right

2 240 774

all engines

19-inch double spoke 405M bicolour

2 219 580

all engines

Product Description

Aerodynamics

Rear diffusor

If either a “visual” showcar or a “drive” showcar (see following page) is sold, you must order a replacement immediately. This will prevent an over-long period with no showcar on display. We also recommend monitoring product availability/stock constantly to ensure that a vehicle can be retrofitted – this could be a suitable BMW Approved Used model, however preferably a BMW 1 Series (F20) or BMW 3 Series (F30) – to help you as a means of exploiting the full potential of that revenue stream.

Chassis

BMW M Performance Parts I Recommendations for communications

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SHOWCAR CONFIGURATION.

TEST DRIVE ADRENALINE – THE “DRIVE” SHOWCAR. Configuration of a “drive” showcar, using the BMW 1 Series (F20) as an example Photo

Product Description

Partnumber

18-inch braking system, red

2 221 445

all engines except BMW M3

18-inch braking system, yellow

2 221 446

all engines except BMW M3

18-inch braking system, orange

2 221 447

all engines except BMW M3

18-inch braking system

6 797 598

all engines (BMW 1 Series); for 316i, 320i, 328i US, 316d, 318d, 320ed, 320d, 325d, 328d

Silencer system

2 293 763

only for N20 (125i)

2 293 936

only for N47D20O1 (120d, 120xd, 320d, 320xd) EU 5

2 295 121

only for N47D20O1 (120d, 120xd, 320d, 320xd) EU 6

Steering wheel in Carbon and Alcantara with race display

2 230 190

all engines

Steering wheel in Carbon and Alcantara

2 230 197

all engines

Engine types

Chassis

Powertrain

Power Kit

Cockpit

The “drive” showcar should be used to highlight how BMW M Performance Parts products enhance the car’s driving responses – and to pro-actively encourage customers to take a test drive. Therefore the vehicle must be fitted with a BMW M Performance Power Kit and be ready for a test drive.

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OTHER RULES FOR THE INTERIOR.

BMW M PERFORMANCE PARTS VS. BMW PERFORMANCE PARTS.

BMW M Performance Parts display (example)

BMW Performance Parts display (example)

BMW M Performance Parts I Recommendations for communications

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OTHER RULES FOR THE INTERIOR.

BMW M PERFORMANCE PARTS VS. BMW PERFORMANCE PARTS. For predecessor models from the current range, i.e. the BMW 1 Series (E8x), BMW 3 Series (E9x), and BMW X5 (E70) and BMW X6 (E71), existing BMW Performance Parts will remain available. Therefore the following pages describe the rules for staging BMW M Performance Parts and BMW Performance Parts displays at the same time. Another point to note: to ensure that BMW Performance Parts communications are effective, please consult “BMW Performance Parts communications – guidelines for display at points of sale”. In general: The two display areas should be as far away from each other as possible. They must never be next to each other.

Dos & Don’ts

Staging a BMW Performance Parts 3 display area with a showcar and a BMW M Performance Parts area with no showcar, at the same time.

Staging a BMW Performance Parts 2 display area with a showcar and a BMW M Performance Parts area with no showcar, at the same time.

Staging a BMW M Performance Parts 1 display area and a BMW Performance Parts display area (showcar(s), 41 m2 or 15 m2) at the same time.

Dos & Don’ts

Dos & Don’ts

- The BMW M Performance Parts display area should be located in the New Vehicles area.

- The BMW M Performance Parts display area should be located in the New Vehicles area.

- The BMW Performance Parts display area should be located in the Used Vehicles or Parts area.

- Alternatively, a BMW M Performance Parts showcar can be displayed in pole position in the Driving Gallery.

- Alternatively, a BMW M Performance Parts showcar can be displayed in pole position in the Driving Gallery.

- A BMW Performance Parts showcar should not be displayed in the Driving Gallery.

- In this case, the BMW Performance Parts display area should be located in the Used Vehicles or Parts area.

- The BMW Performance Parts display area with no showcar can be set up in the Used Vehicles or Parts area, near the Service or Parts counter.

- The BMW M Performance Parts display area with no showcar can be set up in the New Vehicles area, near the Driving Gallery or in the Parts area, near the Service or Parts counter.

- A BMW Performance Parts showcar, on the other hand, should no longer be displayed in the Driving Gallery.

 “Island” displays for BMW M Performance 4 Parts and BMW Performance Parts at the same time – both with no showcar.

Dos & Don’ts - The BMW M Performance Parts display area with no showcar should be located in the New Vehicles area – or near the Driving Gallery.

- The BMW Performance Parts display area with no showcar can be set up in the Used Vehicles or Parts area, near the Service or Parts counter.

BMW M Performance Parts I Recommendations for communications

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OTHER RULES FOR THE INTERIOR. BMW M PERFORMANCE PARTS AND BMW M. There are some important rules to be followed with regard to communications for BMW M models and displaying them at points of sale. Otherwise, the general CI guidelines for the sub-brand BMW M on the BMW IdentityNet apply.

Dos & Don’ts

- Only the full catalogue for BMW M Performance Parts can be displayed in a BMW M area – always with the “BMW M models” title page facing up.

- In addition, only Parts catalogues for BMW M models may be displayed together with BMW M communications, e.g. the BMW M Performance Parts catalogue for the BMW M3.

- No other media or materials for BMW M Performance Parts may be used in conjunction with BMW M communications or displays. They must always be kept separate and can only be used for BMW M Performance Parts displays. That also applies to the BMW M Performance Parts “Family poster”, displaying BMW “AG vehicles” and BMW M vehicles (see page 10).

Note The BMW M Performance Parts Online Product Selling Points in the new BMW Sales Cockpit will also help you to sell BMW M models. You will find them at https://salesand-marketing-portal.bmwgroup.com. From there you can access the Online Product Selling Points for BMW M Performance Parts for the BMW 1 Series M Coupé, the BMW M3, the BMW X5 M and the BMW X6 M.

BMW M Performance Parts I Recommendations for communications

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ADDITIONAL MATERIALS. LOOKING THE PART. Generate even more interest and excitement around BMW M Performance Parts. Whether you’re targeting potential buyers or prospects, you can make a good impression with attrac­ tive giveaways. And reap the rewards with increased sales.

“START YOUR ENGINES” T-shirt. Not for sale. To be used as a giveaway for potential buyers or for employees or events. “START YOUR ENGINES” baseball cap. It has motorsport passion written all over it. Also not for sale. Lanyard including pocket track guide The pocket track guide covers selected DTM 2012 racetracks and shows which tracks cus­ tomers can show off their own expertise on. Stickers Adds a sporty touch to any surface.

For details of how to order materials, please see page 39. BMW M Performance Parts I Recommendations for communications

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DIRECT CUSTOMER COMMUNICATIONS.

INVITING CUSTOMERS AND PROSPECTS TO VISIT THE DEALERSHIP. The various ads and direct mail materials can be adapted to suit your specific needs. For example, they can be used: - as sales / event ads or image ads - as a sales mailing, with a letter and a fold-out leaflet or catalogue - to invite people to an event - to leave in the vehicle when returning a customer’s vehicle after servicing (in the case of leaflets)

“Event invitation” mailing 4-sided fold-out leaflet, DL landscape, includes detachable response card and competition

“AG vehicle” image ad single page

BMW M3 ad single page

“Products” dealer ad 120 x 380 mm

“Event invitation” dealer ad 120 x 255 mm

“Product” mailing 8-sided fold-out leaflet, DL, includes sound clip, A4 letter, response card, DL For details of how to order materials, please see page 39.

BMW M Performance Parts I Recommendations for communications

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CUSTOMER COMMUNICATIONS AND SALES SUPPORT. IMPORTANT NOTES.

Other points to bear in mind:

- Focus on talking to non-leasing customers.

- Make it absolutely clear to your customers that all BMW M Performance Parts can be retrofitted individually, as this will remove a potential barrier to purchasing.

- Involve your New Vehicle colleagues as well and work together to boost sales. - As part of your sales pitch, depending on the type of customer, use the BMW M Performance Parts Online Product Selling Points in the new BMW Sales Cockpit. You will find them at https://sales-and-marketing-portal.bmwgroup.com. From there you can access the Online Product Selling Points for BMW M Performance Parts for the BMW 1 Series (F20), the BMW 3 Series (F30), the BMW 5 Series (F10) and the BMW 6 Series (F12, F13, F06).

- In the Online Product Selling Points you will also find the product lists with partnumbers for individual models.

BMW M Performance Parts I Recommendations for communications

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RULES FOR EVENTS.

STAGING DISPLAYS AT EVENTS AND TRADE SHOWS.

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RULES FOR EVENTS.

STAGING DISPLAYS AT EVENTS AND TRADE SHOWS – ADVANTAGES AND PROMPTS. BMW M Performance Parts products are emotionally charged products that motorsport fans will love, especially if you make BMW M Performance Parts available to them in 3D. So, make sure that you tap into their enthusiasm when you display products at events. Put real motorsport feeling in their hands and stir their emotions. BMW’s renewed commitment to the DTM German touring car championship and BMW M Performance Parts’ sponsorship of BMW’s M3 DTM vehicle (the BMW “brand car”) will also help. Your customers are interested in vehicles like the BMW M3 DTM and you should use that to good effect by getting them and prospects up close and personal with BMW M Performance Parts.

There are several ways of doing this:

- Automobile (only) and/or parts events like your BMW M Performance Parts Days. General events at your dealership, e.g. open days - Regional/local trade shows or industrial exhibitions - Racetrack events and launch events - Public sports events (e.g. motorsport events, athletics events, golf tournaments, sailing events and winter sports events, etc.)

On the following pages you will find recommendations on how to display BMW M Performance Parts at events, trade shows and exhibitions.

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RULES FOR EVENTS.

STAGING DISPLAYS AT EVENTS AND TRADE SHOWS – HOW TO DISPLAY THE PRODUCTS. BMW M Performance Parts will help you to create the perfect motorsport atmosphere and the way that you display the products will help you to generate a huge amount of interest in your range and your dealership.

- Use of multimedia elements such as films and sounds - Professional staff (expert consultants, hosts/hostesses, technicians, cleaners)

Ideally you should combine different elements: - Vehicle(s) - Stands as an addition to displaying the products on the vehicle itself. This way, you can also showcase products that are not obvious when fitted to the vehicle, such as the BMW M Per­ formance Power Kit, an air intake system or similar. This way of displaying products also helps you to promote the fact that components can be retrofitted individually. Make sure that stands are sturdy, because they will be used by a lot of visitors. Where possible, the products at the stand should be theft-proof. It is a good idea to have replacement products on site in case of any malfunctions. The basic principles for setting up a stand are outlined on the next page, as part of the BMW Performance Parts stand example.

Product identification. When presenting products, don’t just speak to existing customers who have some prior know­ ledge, but target new potential customers too. Make sure that you always provide the names of the products that you present (vehicles, stands, etc.). This is where vehicle information panels really help.

Please generally bear in mind the basic principles provided for displaying BMW M Performance Parts, especially if you are staging both BMW M Performance Parts and BMW Performance Parts displays (see pages 5, 14, 17, 20, 23 and 28).

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RULES FOR EVENTS.

staging displays at events and trade shows. Products display using the BMW Performance Parts stand as an example. The starting point for any BMW M Performance Parts displays is the existing BMW Performance Parts stand which was developed centrally – it is an illustra­ tive example and features products from the E8x and E9x ranges. The stand was first used in 2011 by various markets at national and international trade shows and is ideal for displaying products at small exhibitions, trade shows and events. The modular system is flexible in terms of product selection, the total number of modules and the composition of the individual modules. It is freestanding and erecting it is quick and easy. In the example opposite, the seven display cases contain the following BMW Performance Parts products: - Suspension cross-brace in Carbon - Air intake system - Sports steering wheel with demo mode and gear lever knob in Alcantara with shift throw reduction - Diesel Power Kit for the 120d and 320d - MacPherson strut and BMW Performance braking system - 19-inch double spoke 313 - Sound comparison between 120 Series silencer system and Performance sound The corresponding product descriptions are on the white plaques next to each product. The bottom cases are ideal for storing brochures and catalogues. This BMW Performance Parts stand can be lent to the markets (contact: Birte Grill, VB-40). The BMW Performance Parts stand can be adapted to the individual BMW M Performance Parts (costs are not covered centrally). When modifying it, equip it with corresponding BMW M Performance Parts – along the lines of the BMW Performance Parts products mentioned above. A stand specific to BMW M Performance Parts is planned for the medium term, which could also be lent out . To accompany the product display we recommend using films, informa­ tion materials and, if space allows, a BMW M Performance Parts exhibition vehicle.

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RULES FOR EVENTS.

STAGING DISPLAYS AT EVENTS AND TRADE SHOWS – FILMS, SOUNDS AND PRODUCTS. Bring BMW M Performance Parts to life with multimedia. The motto is: See, Hear, Feel and Test.

See. Films:* The two BMW M Performance Parts video clips, “Race Track” and “Product develop­ ment”, can bring an enthralling motorsport atmosphere to events and trade shows (films are also available for BMW Performance Parts). Stands and communication materials: 1. Posters, flyers, catalogues and giveaways 7 for distribution 2. Communication vertical panels/walls, 7 visuals etc. with eye-catching signage Showcar seduction: Plan a BMW M Performance Parts showcar display / unveiling.

 Hear. Sounds:* Install a sound station, to demonstrate the difference between a standard and a BMW M Performance silencer system (sound files are available from your contact in the NSC, for use with MP3 players or similar). The sounds should be activated at the push of a button by visitors or staff members. Headphones can also be used (ensure that they are theft-proof and cleaned regularly). Describe the sound that each button makes to ensure that visitors understand what they are listening to.

 Feel. Interactive stands: Making this a interactive experience means that you can get potential buyers up close and personal with BMW M Performance Parts, whether it’s with the stand or the showcar itself, and particularly with materials like Carbon or Alcantara. Recommended products: -7 BMW M Performance light-alloy wheels (wheel wall/wheel stack, relatively low risk of theft) -7 BMW M Performance steering wheel in Alcantara (preferably with open-pore Carbon trims) -7 BMW M Performance rear spoiler in Carbon

 Test. If possible, offer your customers and prospects a test drive in a showcar with a BMW M Performance Power Kit. Take their enthusiasm from 0 to 100 with just one test drive. Getting them into the driving seat is the best way to turn prospects into buyers, since they get to discover the products for themselves. For example, they can experience the power behind a BMW M Performance Power Kit, the sound of a silencer system or the sporting prowess of a BMW M Performance chassis.

* Note: Ensure that you have the best sound and image quality, so that films, silencer sounds, etc. really impress your visitors. BMW M Performance Parts I Recommendations for communications

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RULES FOR EVENTS.

STAGING EVENTS AND TRADE SHOWS – PRINT MATERIALS. Use plenty of visuals if possible. That way you can attract people’s attention from afar. Depending on the type of exhibition, you can also use ICS/OCS communication materials. The following main types of material are available: - OCS wall - Alternatively OCS “Pit garage” wall display, only to be used together with a showcar, e.g. at an outdoor event - ICS wall - Vehicle information panel - Communication stele or cardboard vertical panel - Full catalogue and / or short catalogue - BMW M Performance Parts license number for showcar - “Pole Position” floor sticker for showcar - Vehicle signage See pages 6 to 13.

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RULES FOR EVENTS.

STAGING DISPLAYS AT EVENTS AND TRADE SHOWS – LABELLING OF ITEMS, DRESS CODE. Labelling of items. All items in your display must be clearly marked. The following information should be included: - Brand: BMW (if only parts for M vehicles are displayed: BMW M Division) - Product category: Original BMW Accessories signifies individual, retrofittable products For BMW M Performance Parts products, the additional words “powered by M” should be included (for AG vehicles) - Your company name (dealership name) Dress code. The dress code depends on the type of event. Is it a BMW or BMW New Vehicles event or an event focusing on tuning products? You need to strike the right balance. Recommendations: - Standardized uniform, preferably sporty (baseball caps, T-shirts and black trousers or similar) - High-quality materials (i.e. no simple, cheap white shirts), that are in keeping with the high-quality BMW M Performance Parts products - Right sizes - Name badges - Consider weather conditions – warm clothes for outdoor events

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ORDERS.

REV UP YOUR SALES PERFORMANCE. ICS and OCS elements: Order via the ASAP (Aftersales Assistance Portal) / BMW dealership equipment, access via SGATE or Internet. Communication materials: In the MediaPool at https://mediapool.bmwgroup.com (BMW/Aftersales/Parts/ BMW M Performance / AG vehicles) and http://www.salespromotion-download.com/login/welcome.asp BMW M Performance Parts Online Product Selling Points: At https://sales-and-marketing-portal.bmwgroup.com in the BMW Sales Cockpit BMW M Performance Parts products and showcar configuration: All the products needed to configure a BMW M Performance Parts showcar must be ordered individually. This means that you can fit out your showcars to your own speci足 fications. BMW M Performance Parts are available through the usual parts-ordering channels. BMW Performance Parts stand for adaptation for BMW M Performance Parts: Enquiries FAO Birte Grill, VB-40

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CONTACTS.

Business Development Aftersales, VA-22 Marcus Rehm

Aftersales Communication, VB-32 Thomas Glรถckner (external)

Tel. +49 (0) 89-382-54164 Email marcus.rehm@bmw.de

Tel. +49 (0) 89-382-53488 Email thomas.gloeckner@partner.bmw.de

Retail Marketing, VB-41 Sarah Prรถtschendรถrfer (external) Tel. +49 176 60113464 Email sarah.proetschendoerfer@partner.bmw.de

Trade shows and exibitions, VB-40 Birte Grill (external) Tel. +49 (0) 89-382-41714 Email birte.grill@partner.bmw.de

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CHECKLIST FOR STAGING DISPLAYS AT EVENTS AND TRADE SHOWS. Subject

Queries/key words

Tips & tricks

Location / conditions on site:

What are the conditions on site?

Questions that you must always ask yourself/details to follow

How many visitors are expected?

Questions that you must always ask yourself

How large is your exhibition space?

Questions that you must always ask yourself

Is the exhibition space inside or outside?

If the space is outside, if necessary it should be covered and protected against the elements so that you are prepared for wind, rain or bright sunlight – for example, with a marquee, parasols/umbrellas.

Even floor/flooring

- An even floor is essential for vehicle displays. -D  epending on the type of flooring, you will need vehicle platforms for a CI-compliant display. These will actually enhance the overall vehicle display. -R  ecommended floor colour: dark brown. No shiny black flooring as this would reflect the light.

Lighting: What is the lighting situation on site? Is special lighting required?

- We recommend cold light = natural daylight (no warm light!) Cold light should be set up by a professional. - If applicable, we also recommend considering internal lighting for the vehicles.

The number of vehicles, stands, communication materials, etc. will depend on the space, budget and manpower, etc. at your disposal.

Plan big. There should be a balance between available space and product displays. Leave some room – less is more. Visitors should feel free to roam around and look at products.

Plan chill-out zones in/near the exhibition area.

BMW M Performance lounge or similar. Seats/stools, bar tables, drinks for visitors.

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CHECKLIST FOR STAGING DISPLAYS AT EVENTS AND TRADE SHOWS. Subject

Queries/key words

Tips & tricks

Contact station / information counter:

Parts are products that require proper explanation. Prospects often have a lot of questions. They need to feel that their questions are being taken seriously and will be answered properly.

-C  ounter (includes 1–2 stools behind if necessary, for staff)

You should therefore create a centralized contact point for them by using an information counter.

-C  omputer with Internet access, presentation if applicable, BMW M Performance wallpaper, etc.

Offer them the chance to really get to know the products over the counter.

-B  rochure display stands with informative materials (catalogues, flyers, etc.)

- Experts/product consultants/salespeople and/or hosts/hostesses

- Decorative plants

Timings:

What needs to be where and when? Who needs what and when?

This must be agreed in advance between the organizer and all those involved.

Who needs to be where and when? Are there fixed delivery times?

Vehicles, stands, print materials, furniture, etc.

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CHECKLIST FOR STAGING DISPLAYS AT EVENTS AND TRADE SHOWS. Subject

Queries/key words

Tips & tricks

Product displays:

Display mix

Ensure that your display has an exciting mix of products. Visitors should be able to hear, feel and see the products. For example: - Vehicles (switch the corona rings on) - Stands - Films - Sound station

Labelling

Label the products on display - Vehicles: Vehicle information display - Stand: Product labelling For product labelling, ensure that official product names are used at all times (see catalogue/price list).

Prices

Display prices on product labels. Prices including VAT, excluding labour

Security: products that are not securely locked down are at high risk of theft.

Ensure that your displays at exhibitions, etc. are theft-proof.

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CHECKLIST FOR STAGING DISPLAYS AT EVENTS AND TRADE SHOWS. Subject

Queries/key words

Tips & tricks

Communications:

Pre-event communications = promotion

- Send (depending on the type of event) invitations and promote the event. - Work with the press and invite members of the press.

Post-event communications = news coverage

- Work with the press and invite members of the press.

Enhance product displays with communication materials

- Catalogues - Flyers - Posters - Giveaways, etc.

Power:

Label products.

See page 44

Display prices.

See page 44

Vehicles need a power supply.

Think about necessary power supply connections/power stabilizers for the vehicles. Exhibition vehicles should always be displayed with their parking lights on.

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CHECKLIST FOR STAGING DISPLAYS AT EVENTS AND TRADE SHOWS. Subject

Queries/key words

Tips & tricks

Staff:

Product consultants/salespeople

Consultations should be conducted in a professional manner. The pro­ ducts do not necessarily speak for themselves. Prospects often have difficulties recognising parts, etc. or have very specific product-related questions.

Hosts / hostesses

Hosts/hostesses are an excellent addition to your exhibition presence. Training materials should be made available in good time; these should cover products and also brand behaviour topics.

Stylish hosts/hostesses

Product consultants/hosts/hostesses should ensure that their ap­ pearance and behaviour reflect favourably on the brand. This includes the way in which they introduce themselves, their attire, haircut and behaviour and appearance in general. If necessary, offer a refresher session on brand behaviour.

Dress code

-A  ttire should reflect favourably on the brand and be appropriate for the type of event and environment. The appropriate attire for a new vehicle exhibition is different, for example, to that appropriate for a tuning exhibition, where you would wear, for example, black trousers, high-quality polo shirt, baseball cap, etc. (sporty). -A  ttire should be standardized – so that all members are recognizable as being part of a team. -C  lothing should be chosen to suit the team. It should be neither too tight nor too baggy. If appropriate, try clothes on well in advance. - If it’s an outdoor event, consider warm clothes. - All team members should wear a name badge.

Security

We recommend hiring security staff depending on the type of event. If necessary, offer a refresher session on brand behaviour.

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CHECKLIST FOR STAGING DISPLAYS AT EVENTS AND TRADE SHOWS. Subject

Queries/key words

Tips & tricks

Vehicle display:

Emotionally engaging products can be displayed effectively. We recommend using a vehicle display where possible.

- Cover - Lighting (see page 42) - Sound - Hosts/hostesses (see page 46) - Presenter (and technology: microphone and speakers)

Draw visitors’ attention to the stand:

How to catch people’s attention and create an exciting atmosphere.

- Gifts, welcome package and giveaways - Bar/lounge overlooking exhibition space - Integrate a competition, e.g. test drive in a BMW M Performance vehicle on the racetrack, if necessary with an instructor, etc.

For larger events, have a mobile promotional team where possible. This should catch people’s attention. See clothing tips, etc. on page 46. This should also be agreed in advance with the organizer.

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Catálogo BMW M Performance