The race on the home market is a fierce one, especially if we talk about the top three dogs in the premium segment – this is especially true if we take into account that this year just to outshine its German arch-rivals Audi and Mercedes-Benz, BMW constructed for this year’s IAA a 300-meter, three-level indoor test track.
As it battles to stay in pole position in the world’s luxury car market, BMW has incorporated into its 10,000-square meter exhibition space a figure of eight-shaped track that will give visitors the chance to test drive two dozen vehicles, including BMW’s first all-electric car, the 34,950-euro ($46,000) i3 hatchback.
“We’re keen to live up to our leadership claim in every possible respect,” said Steven Althaus, BMW branding chief. “That central idea is reflected through our show stand” – which took two months to build.
German premium carmakers traditionally compete against one another for the most impressive display during the Frankfurt show, as Audi pledged “to turn the show upside down” by having imitations of skyscrapers and city districts sprout from the ceiling of its partly mirrored exhibition pavilion, drawing attention to the challenges of urban mobility. Mercedes, meanwhile, has a 250-metre track outside the Festhalle, the century-old venue for the show, which was inaugurated by German Emperor Wilhelm II and has space for 13,500 people.