- Having the circular blue-and-white BMW logo on the hood of your new vehicle is a desirable and aspirational thing for many. For the upcoming BMW 8 Series, i8, i8 roadster, 7 Series, and X7, a new black-and-white version of the manufacturer's roundel will adorn these models’ bodies to establish their exclusivity from the rest of the brand.
All the listed models above will be categorized as BMW’s "elite models.” Along with the new hues, the company name, "Bayerische Motoren Werke,” will be written out in full to highlight the brand’s history and new "understated aesthetic.”
We’ll see the three-row X7 SUV concept soon, and we already saw the 8 Series coupe concept at the Goodwood Festival of Speed.
According to the carmaker, "The flagship models in the BMW portfolio embody a new understanding of luxury – one which brings together an emotionality defined by inspirational aesthetics and the joy of driving with the experience of freedom and self-determined individuality.”
Elite models are also said to have a specific customer in mind.
"For these people, life is all about making the best possible use of the time available to them,” Hildegard Wortmann, Senior Vice President Brand BMW, said in a press release. "Their motto is ‘to own the moment’ – i.e. to max out every snapshot of time with meaningful and beautiful things.”
Beyond aesthetics, elite model owners will have access to a bespoke "mobility experience.” For upcoming service appointments, customers are eligible to have their vehicle picked up and returned to their home or workplace, for example, at no additional cost.
Having just one of these exclusive models parked in your garage also grants you access to any other vehicle wearing the black-and-white badge. If per say you currently own a 7 series, but need the extra passenger and cargo space of the BMW X7, you will have the large SUV at your disposal. Or if you want to hoon about in something a bit sportier, you can request a BMW 8 series for the weekend. BMW i8 owners will also be enrolled in the "BMW i Pure Impulse Experience” program that offers "exclusive sightseeing tours and gala dinners.”
The new black-and-white logo is set to premiere at the 2017 Frankfurt Motor Show on September 14.