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tim330i
02-23-2010, 08:54 AM
219480BMW Rahal Letterman Racing Team began the 2010 American Le Mans season with a new livery on both BMW M3 racing cars, helping to tell BMW’s worldwide Story of Joy. The 2010 BMW M3 GT debuted at the traditional pre-season ALMS Winter Test in Sebring, Florida. The new livery features words and phrases emblematic of the spirit of the campaign, which was launched in North America on February 12th during coverage of the Opening Ceremony of the XXI Winter Olympic Games.

“Story of Joy” introduces a new creative aesthetic characterized by strong, colorful images often conveying people and their experiences with the subtlest of references to BMW products punctuated by various three-word headlines leading off with “Joy Is…”

“These days, there isn’t much chance for a winter break but our crew certainly earned what little vacation time they got,” said Martin Birkmann, BMW of North America Motorsport Manager. “Now, since the turn of the new year we’ve been getting ready to start what we expect will be a great second season. Car construction is complete, testing has begun, and everyone is excited. We look forward to giving BMW fans a good show at the Winter Test and of course the legendary 12-Hour event next month. For 2010, we have created the Joy livery as a special tribute to our most enthusiastic fans, as they have helped us define the joy of driving and racing in the US for 35 years.”

"In the spirit of the new BMW philosophy, all of us at the team share tremendous joy in getting the 2010 season underway,” said Bobby Rahal. “While we certainly had a successful inaugural season in 2009, everyone connected with the program has kept pushing throughout the winter months to make the BMW M3 the best car it can possibly be, and striving to meet the standards of excellence that are associated with BMW and Rahal Letterman Racing."

2010 will see the return of BMW’s celebrated inaugural-season pilots, with Bill Auberlen and Tommy Milner sharing the No. 92 M3, and Joey Hand with Dirk Müller co-driving the No. 90 M3. For this two-day test at Sebring, BMW Motorsport driver Dirk Werner has been invited to assist.

In its 2010 season, BMW of North America celebrates the 35th anniversary of the company’s March 1975 incorporation, as well as its first major sports car racing victory, the 12 Hours of Sebring, also in March of 1975.

In 2010, the season-opening 12 Hours of Sebring will be held on Saturday, March 20th.

DSXMachina
02-24-2010, 10:20 AM
I guess "City of Joy" was already taken. Still, it sounds more like a dishwashing liquid than a performance car theme. Maybe it didn't translate well from the German.

Johnny Canada
02-28-2010, 12:21 PM
BMW seems to be on a mission to destroy it's long established brand identity of the Ultimate Drive Machine. Fair enough. BMW's marketing department can take the company in whatever direction they want. But make no mistake, BMW's core audience finds no "Joy" in Run Flat Tires, IDrive, SMG, cheap interiors and horrible water-based paint finishes.